Bentley on Luxury in the Digital Age: Why Craftsmanship Still Matters as First EV Approaches

In today’s luxury market, the definition of what makes a product truly “luxurious” is shifting. With the rise of Gen Z and Millennial consumers, technology has become a central element in purchase decisions. From advanced artificial intelligence to immersive virtual experiences, the next generation of wealthy individuals is increasingly drawn toward innovation.

However, Bentley’s CEO, Dr. Frank-Steffen Walliser, is challenging this notion. In a recent interview with Newsweek, Walliser emphasized that while technology and digital solutions may be expensive, they cannot replace the essence of luxury. For Bentley, true luxury will always remain linked to craftsmanship, materials, and artistry.

The remarks come as the British automaker prepares to launch its first fully electric vehicle (EV) next year, marking a major milestone in its transition toward electrification.

The CEO’s Perspective: “Digital Will Never Be Luxury”

Dr. Walliser’s argument rests on a simple belief: luxury cannot be reduced to software or digital experiences alone.

“It will be maybe expensive, but not luxury,” Walliser said. “There will always be a need for good craftsmanship.”

He drew comparisons with art, explaining that while digital art exists, it has not proven as successful or impactful as physical, handcrafted masterpieces. To Bentley, luxury is inseparable from tangible details whether it is the feel of hand-stitched leather, the depth of a hand-applied paint finish, or the bespoke personalization options that make each car unique.

Summary Table

A Generational Divide in Luxury Expectations

While Bentley maintains its commitment to craftsmanship, the global luxury market is witnessing a major transformation.

• China’s Rising Influence: According to Istituto Marangoni, China is projected to account for 25% of global personal luxury goods sales by 2030. This makes the country one of the most influential markets in shaping future luxury trends.

• Generational Shifts: Gen Z and Millennials now represent nearly 70% of luxury spending. Unlike older generations, their purchasing decisions lean more toward advanced digital features such as AI-powered assistants, virtual experiences, and cutting-edge infotainment systems.

This creates a tension for traditional luxury brands like Bentley, Rolls-Royce, and Aston Martin, which are built upon heritage and craftsmanship but must also remain relevant in a tech-driven era.

Bentley’s Commitment to Craftsmanship

Despite technological shifts, Bentley is doubling down on its commitment to bespoke craftsmanship and hand-finished details.

Examples of Bentley Craftsmanship

• Ombre by Mulliner Paint Finish: A striking gradient effect that requires 56 hours of manual work to achieve. It costs around £50,000 ($67,000 / AU$105,000), highlighting the value of artisan skill.

• Batur Convertible: The “One plus One” Batur features an interior hand-finished by Bentley’s Mulliner division. It includes contrasting seats for the driver and passenger, plus a custom-made two-piece luggage set created to the owner’s specifications.

Today, three out of every four Bentleys leaving the Crewe headquarters feature bespoke Mulliner content. This reinforces the brand’s identity as a symbol of artistry and individuality in a world increasingly dominated by mass-produced digital experiences.

Market Challenges in China

China has long been a vital market for luxury automakers, but recent shifts have posed significant challenges.

• Economic and Tax Changes: Higher luxury taxes and financial uncertainty have dampened demand.

• The EV Boom: Domestic brands such as Xiaomi and Yangwang are redefining expectations by delivering tech-focused EVs at scale. Xiaomi’s SU7, for example, sold over 135,000 units in its debut year, far outpacing Porsche’s 56,887 deliveries across all models in the same period.

German luxury brands, including Porsche and Mercedes-Benz, are finding it difficult to match the pace of Chinese competitors in terms of digital integration, connectivity, and affordability.

Balancing Heritage and Innovation

Bentley, Rolls-Royce, Aston Martin, and other ultra-luxury brands face a delicate balancing act. They must integrate advanced digital features and EV technology to remain relevant, while also preserving the artistry and exclusivity that make them desirable in the first place.

For example, Aston Martin recently partnered with Apple to integrate Apple CarPlay Ultra into its vehicles. While the interface provided cutting-edge usability, critics noted that the abundance of Apple-driven screens diluted the car’s unique luxury feel. This highlights the broader challenge: too much digitalization risks eroding the identity of a luxury vehicle.

Looking Ahead: Bentley’s First EV

Bentley’s upcoming all-electric model will serve as a litmus test for the brand’s philosophy. Can it successfully merge handcrafted luxury with cutting-edge digital technology?

If Bentley succeeds, it could set a new standard for ultra-luxury EVs one where technology enhances, rather than replaces, craftsmanship.

Frequently Asked Questions (FAQs)

1. What did Bentley’s CEO say about digital luxury?

A. Dr. Frank-Steffen Walliser stated that digital features can be expensive but cannot replace true luxury, which is tied to craftsmanship and artistry.

2. When will Bentley launch its first EV?

A. Bentley plans to launch its first fully electric vehicle in 2026.

3. Why is the Chinese luxury market important?

A. China is projected to account for 25% of global luxury goods sales by 2030, making it a key market for brands like Bentley.

4. How is Bentley preserving craftsmanship in the digital era?

A. Through bespoke Mulliner options such as the Ombre paint finish and highly personalized interiors like those in the Batur Convertible.

5. What challenges do luxury brands face in China?

A. Economic uncertainty, luxury taxes, and rising competition from domestic EV brands such as Xiaomi.

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