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The future of Bentley could one day feature self-driving gran turismos capable of traversing continents while their owners relax in luxurious leather seats, but this is not expected to happen in the near future.
This is the insight from Mark Del Rosso, president and CEO of Bentley Motors, Inc., which oversees operations in North and South America. Del Rosso took on this role on June 1st after transitioning from his position as executive vice-president at Audi of America. During our meeting at the L.A. Auto Show, he arrives impeccably dressed, resembling a well-tanned older brother of actor Mark Ruffalo. While a fashion expert might notice all the fine details of his outfit, even I can’t miss the monogrammed cuffs on his shirt. He’s, as a friend aptly described, a “pro-fresh-ional.”
Del Rosso is eager to discuss Bentley’s future, particularly regarding the topic of self-driving vehicles.
“I haven’t received any feedback from customers about autonomy being a must-have,” he notes. “For Bentley to consider introducing self-driving features, it has to become a want, need, and desire for consumers.” He further explains that there’s still significant progress to be made in advancing autonomous technology. For the moment, Bentley is content to allow its corporate sibling, Audi, to spearhead the Volkswagen Group’s move towards a future dominated by self-driving vehicles.
Instead, Bentley is focusing on a vision that includes electrification, offering vehicles that can be charged at home and deliver the seamless power of electric motors.
“We aim to be the leader in luxury electrification,” he declares. “It’s not a question of if, but when. However, it must align with the essence of a Bentley.”
The first Bentley to incorporate an electric motor and a substantial battery pack—specifically, a plug-in hybrid version of the Bentayga crossover—is set to be unveiled soon. However, beyond that, the company is still deliberating on whether future electric models will mirror the style of existing gas-powered models or be entirely new creations, similar to Porsche’s Mission E.
“In the end, it’s all about what the customer wants,” he states.
While Bentley’s plans for electric vehicles are only beginning to take shape, the company is also looking into innovative forms of “mobility.”
“Our goal is to lead in luxury mobility,” he says. “It extends beyond just the car; it encompasses services. Yet, this must all be framed within the luxury experience that Bentley embodies.”
He references the Bentley on Demand program, which allows current Bentley owners to request loaner vehicles like Mulsannes or Bentaygas for up to five days via a simple iPhone app while visiting other cities. (The cost of this service remains undisclosed). Additionally, the company is piloting a program that enables wealthy clients to have their vehicles refueled at home, a nod to the humor found in popular culture.
Although Bentley is not poised to chase after self-driving technology pioneered by companies like Waymo in the immediate future, Del Rosso emphasized that this could evolve based on consumer demand. Meeting the expectations of its clientele is essential to Bentley’s philosophy. Today, this involves creating unique experiences for potential buyers, such as inviting them to dinner instead of pushing a sale over coffee from a vending machine. However, as luxury car buyers are known to be unpredictable, it’s hard to predict what they will desire in the next decade.
“If and when [a self-driving Bentley] becomes something the consumer wants,” Del Rosso assures, “I’m confident we will find a way to make it a reality.”
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