Bentley Motors has embarked on what it calls the “biggest design revolution in its history,” unveiling a new brand logo, a state-of-the-art design studio in Crewe, and the all-electric EXP 15 concept car.
The British luxury carmaker’s refreshed identity was revealed at its headquarters in Crewe, England, marking a symbolic step into an electrified future.
A New Logo for a New Era
Bentley’s iconic winged “B” has been reimagined with a modern, angular design inspired by the flight of a peregrine falcon. The emblem now features a three-dimensional gemstone effect, framed in fine metal, while the lower feathers have been removed for a sharper, contemporary look. “The iconic ‘B’ remains the centerpiece,” the company said, noting that the updated symbol can stand alone or be used with the redesigned wings.
Design Hub of the Future
Central to Bentley’s transformation is its new design studio in Crewe, where 50 designers will now collaborate under one roof in a space twice the size of its predecessor. The studio forms part of the company’s “Dream Factory” investment, which also includes a state-of-the-art paint shop and a dedicated electric vehicle assembly line. “We are currently experiencing the biggest design revolution in Bentley’s history,” said CEO Frank-Steffen Walliser. “A shared space creates new opportunities to shape our future through design.”
EXP 15: A Glimpse of Bentley’s Electric Future
The centerpiece of the announcement was the EXP 15, Bentley’s first all-electric concept car, envisioned as a modern luxury grand tourer. Measuring over five meters in length, the EXP 15 blends classic proportions reminiscent of the marque’s 1930s models with cutting-edge technology.
Inside, the three-seater layout features a driver’s seat, a rear bench, and a swiveling, electrically adjustable front passenger seat. The right side features two rear-hinged doors, while the left has a single door for balance. The futuristic “Magical Fusion” operating system allows the dashboard to shift between a digital interface and a classic wooden surface at the push of a button.
With the EXP 15, Bentley signals a commitment to combining heritage craftsmanship with forward-looking electric mobility. The unveiling marks the latest step in the brand’s journey toward a fully electric future, part of the Volkswagen Group’s broader sustainability push.
