"Design now informs every part of the brand experience" – Robin Page

When we set out to create the EXP 15, our goal was clear: to define Bentley’s future in three words: bold, modern, and progressive. 

We didn’t want to deliver something predictable or play it safe with a traditional grand tourer. That would have felt like a missed opportunity. This concept needed to make a strong statement as a precursor to our first full-electric car. It wasn’t about repeating the past, but about showing what’s next. 

Naturally, with anything new, you’ll always get the trolls or sceptics online. That’s why it’s so important for us to present the car in person, at events like Pebble Beach. Seeing it in the metal, hearing the story, understanding the proportions, those things matt er. Most of the professional press got it. They read the brief, listened, and understood the message behind the design. 

What was most satisfying about unveiling the EXP 15 was that it gave us a chance to communicate the full scope of Bentley design. So often, when we launch a concept, many of the deeper stories, including sound, UX, materials and lighting, get lost. This time, we created a gallery-like experience inside the clay modelling studio. Over 4000 people walked through and engaged with our broader vision. They saw how design isn’t just about form, it’s about emotion, storytelling, and the complete user journey. 

We’ve made strategic changes internally too. The UX team has been brought physically into our design space. Previously, they sat with engineering. It’s part of a broader holistic design philosophy. 

And we’ve expanded our team modestly – by about 20 to 30 people – but more important, we’ve added the right roles: digital designers, visualisation experts and studio engineers. Our design remit now includes everything from apps and websites to brand identity and user interaction. That kind of consistency is what defines a true luxury brand. 

Our collaboration with marketing has deepened significantly. In the past, it was a relationship based on occasional touchpoints, now it’s daily. Whether that interaction relates to a new logo, dealer event, or even our business cards, design now informs every part of the brand experience. 

One of the most exciting areas we’re developing is the fusion of physical and digital experiences. With the EXP 15, we demonstrated a concept for an interface that blends tactile materials with digital content. It’s not just about screens, it’s about depth, dimension and storytelling. People responded to that hybrid approach. And when you present something with clarity and conviction, it sharpens our internal focus too. It stops the zigzagging and brings alignment across the business.

 Sound design is another frontier we’re exploring. Obviously, with the shift away from engines like the W12, there’s a challenge: what does an electric Bentley sound like? We’ve been working with musicians and scientists to translate the emotional richness of our combustion engines into new, synthetic soundscapes. One demo we presented recreated the V8’s notes and rhythms in a musical composition, and people genuinely responded. It’s about emotion, memory, and storytelling again. We’re also studying how sound works in tandem with temperature, light, and even seat movement. There is a real science behind triggering emotional responses through multi-sensory inputs. We’re working with experts in these fields to refine our approach and it’s fascinating. People are remarkably consistent in how they respond to things like colour and shape, and that consistency is powerful. 

Lighting plays a huge role in this new era. We’re stepping away from traditional round headlamps, there’s a retro connotation to them, and embracing slimmer, more dynamic tech. Lighting becomes part of the car’s personality. It welcomes you, responds to you, communicates. That kind of character-driven interaction is part of what makes an electric Bentley still feel like a Bentley. 

On a personal level, returning to Bentley has felt like a full-circle moment. I started here in 1995, and my new office is actually the old boardroom, the same room where, as a young designer, I sat nervously in front of the leadership team. Now, working from that very space, helping to lead Bentley into its next era, feels quite special. Sustainability is another core part of our strategy. More than 80% of all the Bentleys ever made are still on the road. That longevity is, in of itself, sustainable. But we’re also exploring ways to update technology over time, such as retrofitting new digital systems or batteries, to keep our cars relevant for decades. 

Our customers are interested in sustainable materials, not just for ethical reasons but because they want a story to tell. Whether it’s a stone veneer or ‘circular’ fabrics that are made from recycled materials and can be completely recycled again, these choices matt er. Ultimately, we really believe in offering choice. Some customers will continue to love the V8 grand tourer. Others will embrace the fully electric models. Many will have both. 

Our goal is to deliver emotionally resonant, beautifully crafted vehicles, regardless of the drivetrain. The EXP 15 concept is just the beginning. It’s our signal to the world that Bentley is moving forward, boldly, progressively, and with purpose