The Future of Bentley Comes With Three Seats and a Lot of Doubt

It has been a landmark month for Bentley Motors. The British luxury marque has refreshed its iconic logo and opened a state-of-the-art design studio in Crewe—both symbolic and strategic steps toward a bold new era. Capping off these developments is the unveiling of the EXP 15, a design concept intended to signal Bentley’s electric ambitions. Its reception, however, has been far from enthusiastic.

But let’s get one thing straight from the outset: the EXP 15 is not a production car. Bentley is emphatic about that (to the point that one senses they wanted to preempt references to Jaguar 2.0). It is, however, a provocative glimpse into the future. A hint as to where the brand might go, particularly as it readies its first all-electric vehicle in the near future.

“We’ve made it very clear this is not for production,” said Robin Page, Bentley’s Director of Design. “The beauty of a concept car is not just to position our new design language, but to test where the market’s going.”

Page’s design challenge is evident. While SUVs and grand tourers are increasingly well-defined in Bentley’s portfolio, the traditional sedan segment is evolving in complex ways. “The trickiest segment is the sedan because it’s changing,” he added. “Some customers want a classic ‘three-box’ sedan shape, others a ‘one-box’ design, and others again something more elevated. So this was a chance for us to talk to people and get a feeling.”

And that feedback is already rolling in—some of it not too flattering. A glance through Bentley’s Instagram comments (the go-to source of truth) reveals a chorus of scepticism. Many users feel that if it weren’t for the badge, the EXP 15 could easily be mistaken for a high-end Chinese EV. The critique isn’t entirely superficial; it speaks to the growing homogenisation of electric vehicle aesthetics across global markets.

Still, there’s a deeper question at play: Does consumer commentary translate into commercial success? Automakers know better than anyone that social sentiment often diverges from purchasing behaviour. A car that’s divisive at launch can become a bestseller if it hits the right notes when it matters most—at the dealership.

While inspired by Bentley’s legendary 1930 Speed Six Gurney Nutting Sportsman Coupe, Bentley are also very keen to point out this isn’t a retro throwback. The EXP 15’s form is a modern reimagining of design language, with subtle nods to heritage rather than outright mimicry.

That said, one could argue the EXP 15 treads a fine line between inspiration and indecision. This "reimagining" runs the risk of feeling more like a lack of imagining altogether. The conceptual cues seem diluted, the boldness blunted. One gets the sense that Bentley, in searching for direction, has chosen to follow the herd.

Still, this is a concept. It’s a design exercise. It’s a test balloon. And while its reception may be mixed now, its value lies in the conversations it sparks and the decisions it shapes. As Bentley pivots toward a fully electric future, the EXP 15 serves its purpose: it asks questions—of the market, of the brand, and of what it means to be a Bentley in the 21st century.

Whether the EXP 15 ultimately shapes Bentley’s next-generation EV sedan or simply becomes a footnote in the brand’s design history remains to be seen. What is certain, however, is that Bentley is in motion—the only question is whether that movement is boldly forward or cautiously off course.

If Bentley's new concept has you feeling a little down, find solace in some of their previous works, which are currently for sale on The Showroom...