Bentley Supersports
Bentley
It has only been a little over a year since Bentley proclaimed it would “reinvent its entire product range to support an electrified future.” However, 2025 proved to be a difficult one for automakers as tariffs whipped back and forth and uncertainly caused strategic and tactical changes across the board. Despite geopolitical challenges, Bentley still recorded its seventh consecutive year of profitability at 216 million Euros (roughly $248.7 million) and an operating margin of 8.3 percent.
Like other high-end brands like Lamborghini and Aston Martin, Bentley’s Bentayga SUV continues to be its top seller. Even though Bentayga sales (and overall sales) dropped a fraction in 2025, Bentley says its Mulliner bespoke division made up for most of its setbacks. On the upswing, the classic British automaker is seeing its average buyer age skew younger.
“When we introduced the third generation [Continental] GT at the end of 2019, we really saw our demographic start to trend downward,” Bentley Americas President and CEO Michael Rocco said in an exclusive interview. “We built off of that energy with a lot of different option packages that are focused to a younger buyer, whether it’s a styling kit, an exhaust package, or the color palettes that we offer, and we moved slightly away from that Bentley traditional all-chrome look that has sold very, very well for it.”
Rally and stunt driver Travis Pastrana in a cranked-up Bentley Supersports.
Bentley
Bentley has been stepping outside of its typically buttoned-up image as of late. One prime display was its recent Supersports: FULL SEND video project, featuring stunt driver and rally competitor Travis Pastrana. Last April, Bentley set out to create a Supersports development vehicle “to be as extreme as possible.” It was the first time ever the main Crewe campus has been completely locked off, allowing Pastrana to reach speeds of up to 120 on Bentley’s hallowed ground.
In that case, the Supersports was turned up to 11 with a working hydraulic handbrake, special software, and the electronic stability control was permanently disabled. In the hands of pro driver Pastrana, it was a high-adrenaline show created to catch the attention of a thrill-seeking audience who might not have considered Bentley as an innovative automaker in the past. Especially potential buyers in their 20s, 30s, and 40s. It’s all part of Bentley’s strategy to stretch its appeal further than ever.
“The performance aspect of the brand is re-energizing,” Rocco says. “And Supersports, with Travis, really gave us the ability to talk louder about what we could do as a brand around performance and youthfulness, and driving that part of the business.”
It doesn’t hurt to have a visually appealing show of smoking tires with a big-name risk-taker behind the wheel, either.
“I’ve been with Bentley for eight years and have certainly seen the brand trying to diversify, get more involved with different groups, and participate organically,” Rocco says. “We’re not forcing it; we’re doing so organically, where there is true collaboration.”
New Bentley products are attracting younger buyers to the British brand.
Bentley
What’s next for Bentley? A brand-new battery-electric model underpinned by the same VW Group’s Premium Platform Electric architecture also used for the new Porsche Cayenne EV. Rocco says we’ll start learning more about it in Q3 of this year and Bentley will bring it to market about a year later in 2027.
“I would say that’s really the key focus for us,” he says. “We’ll continue to establish the products that we already have in the market, simultaneously thinking outside the box on how we’re going to launch the next Bentley.”
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