As the global automotive industry transitions toward electrification, Bentley is taking a measured approach to ensure its brand identity remains intact while adapting to evolving market conditions.
Kim Airey, managing director of Bentley Motors for the Chinese mainland, Hong Kong and Macao, said the ultra-luxury segment in China has experienced a cyclical slowdown, but emphasized that the brand's positioning and customer base remain resilient.
"The market has gotten smaller. It's not news. Cycles come and go," Airey said in an interview, adding that Bentley expects demand to recover over time.
Airey said the ultra-luxury market in China is becoming increasingly fragmented, with clearer differences emerging in customer preferences and usage patterns.
He observed that the Flying Spur, traditionally associated with business-oriented, chauffeur-driven use, has seen relatively softer demand. Meanwhile, SUVs continue to perform strongly and two-door grand tourers have shown greater resilience.
