During our car wash conversation with Frank-Steffen Walliser, the Bentley CEO not only gave the Continental GT a good dusting. Talk also turned to tradition and modernity – and to the kind of thing you don’t talk about, but just deliver.
Namely, luxury.
Mr. Walliser, you’ve been with Bentley for about a year now, moving from a German to a distinctly British brand. Was that a culture shock?
Not really. But Bentley does have a strong corporate culture that we’re constantly developing – and one that plays a major role in our day-to-day operations. I find that very positive. As for the British side of things, it’s interesting to see the cultural differences and engage with different perspectives. The fact that I’m German was never an issue within the company – there have been several German CEOs over the past twenty-five years. And in general, the British look at the person, not the passport.
What have you especially enjoyed about this new corporate and national culture?
The openness. When you address something directly, it’s really appreciated. And the everyday friendliness. I once made a mistake using a British parking app – typed in the wrong license plate but still paid. I wrote to the city of Manchester to explain. And I got a very friendly reply: “We see your payment, everything’s fine.” I don’t think it would’ve ended that way in Germany.
Bentley is a heritage brand – but is it also modern?
Yes, Bentley is both old and new. The brand is over a hundred years old, but the company as it exists today was basically reborn in 1998 when Volkswagen came on board. You can feel that. There’s a lot of history and tradition, but also young structures, processes shaped by a startup mindset and pragmatism – all the things you need when you’re working with small production runs and low volumes.
What’s happening at Bentley right now?
A massive transformation. The shift to electric mobility is a global topic at the moment. Different markets, different customer expectations, different regulations, new competitors. It’s not an easy environment. Bentley only offers one version of each model globally – there are no variants for different markets. That’s a real challenge. Our Beyond100 strategy has evolved into Beyond100+, meaning our goal of going fully electric by 2030 turned out to be a bit too ambitious. We’ve now extended that to 2035. We’ll continue offering plug-in hybrids – they’re doing very well. At the same time, we’re rebuilding the factory to prepare for our first all-electric model in 2027. We’re also reworking our dealer network, product processes and leadership structure – it’s a full 360-degree project.
What will the brand look like in the future?
We’re going to tell a new story. Less about the past. More about substance. About the people. And the technology. Bentley isn’t just a luxury brand – it’s a high-tech company, whether it’s chassis tuning, software or the use of AI. That’s what it takes to build a car like a Bentley today. And we want that to be visible.
What does the new Continental GT say about the brand?
It’s taken a huge leap forward – something car lovers will find very exciting. Instead of a twelve-cylinder engine, we now have a V8 hybrid – with better performance, better responsiveness and lower emissions. It’s also sportier and better balanced. So this first step toward partial electrification has been a success. And everything that defines the GT’s design – from the grille to the endless bonnet to the muscular rear – can also be found in the rest of the current lineup. We’ll be continuing to develop that language. And the way the interior is crafted – that’s true handwork and absolutely one of a kind.
What does a Bentley feel like to drive?
“Effortless” is the word. But that doesn’t mean the steering is soft. On the contrary – the more precise a car is, the easier it is to drive. Operation plays a role too – we prefer a curated experience to offering every possible option. Like a good restaurant: fewer choices, but everything in harmony. And the car itself exudes confidence. High torque has always been a hallmark of the brand. That’s why electrification suits us so well. A Bentley doesn’t shout – but you know it’s there.
How does Bentley define luxury?
We don’t really like to talk about luxury – we prefer to deliver it. Luxury shows in the quality. And that applies across the board – furniture, apartments, Bentley yachts. Always understated, never over the top.
How important is the interplay between design, marketing and communications?
That’s a big discussion for us right now: Who owns the brand? Some say marketing. Others say design. But in the end, it’s like raising a child – a child has parents. Everyone shares responsibility. And only when everyone works together does it turn into something great. Otherwise, the brand image suffers.
Looking at the car we have here in front of us – what design features stand out?
We’ve left out a lot of chrome to highlight the core form of the vehicle. I think that’s a key point – and a bold move for Bentley, given that our clientele tends to be more conservative. But if we want to keep evolving the brand and increase its appeal, then a modernized, high-quality and timeless design is absolutely part of the equation.
Why wash your car yourself?
When it was clear I’d be moving to Bentley, I asked the team if they could get me a car. This was still in Germany – I wanted to take it for a spin on the autobahn. And I washed it myself. I think you notice a lot more when you do – you get into all the little corners, you’re physically closer to the car. You learn a lot about the design language, the build quality, the attention to detail.
The colors seem bolder these days. Why is that?
That’s true. We’re seeing stronger tones like orange or new shades of green. But color is a very regional thing. What works in Dubai might not work in England. Even Florida has differences – Miami is a whole other story compared to West Palm Beach. At Bentley, individualization is key – and people make full use of it.
What color is your company car?
Flame Orange. So yes, pretty eye-catching. In my neighborhood in Crewe, opinions are mixed – some people say “amazing”, others say “a bit loud and bright”.
Do you listen to music while driving?
In the morning, I usually listen to the radio – anything from news to Top 40. I enjoy a wide range of music, actually. The eighties, for example. A colleague of mine recently said: “The best thing about the eighties was the music.” I’d have to agree.
INTERVIEW: Michael Köckritz
PHOTOS: Matthias Mederer – ramp.pictures
ramp #68 Happy as a Clam
