Car Wash: Frank-Steffen Walliser and the Continental GT

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.

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.

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