Bentley has reimagined the sedan in a new electric concept that signals a more modernistic design language for the ultra-luxury brand.\u00a0The EXP 15 is a higher-riding fastback more than five metres in length with a unique three-seat interior designed to both cosset its occupants and provide Instagram-able levels of drama when leaving the car.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
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<\/a><\/span><\/div><\/div><\/div><\/div><\/div>The new concept stands apart from Bentley\u2019s electric \u2018Urban SUV\u2019 due to be unveiled next year. Instead the car explores ways that the VW Group brand can reposition the sedan.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>\u201cSUVs are simple, sports cars are simple, convertibles are simple. This is difficult,\u201d Bentley CEO Frank Walliser said at EXP 15 unveil July 8 at the brand\u2019s HQ in Crewe, northern England. \u201cEverybody wants a limousine, nobody buys it.\u201d Instead the new concept borrows ingredients from SUVs. \u201cThe whole SUV market took off because of this elevated presence, this high seating position, this statement of importance and confidence on the road,\u201d Robin Page, design director for Bentley, said at the event.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>So the EXP 15 has been given a higher \u201cmore confident\u201d seat position while the sedan\u2019s traditional three-box silhouette has been stretched into a fastback inspired by a famous 1930 Bentley dubbed the Blue Train.\u00a0Page\u2019s team has designed the exterior of the car to five principles used by the brand to give a style framework for future cars. The principle of \u2018upright elegance\u2019 is embodied by the vertical front end, onto which the second principle of the \u2018iconic grille\u2019 is applied.\u00a0 The grille has moved away from its combustion-engine function as air intake. \u201cAs we move into electric cars, it’s become a piece of art,\u201d Page said. The look of the historic grille is picked out by light elements.\u00a0The third exterior design principle of \u2018resting beast\u2019 is seen in the protruding rear wheel arches, a long-time Bentley styling element to give the sense of power. Meanwhile the principle of \u2018endless bonnet\u2019, a nod to the vast 1930s cars with their mighty engines, is given form by an unbroken line stretching from the bonnet to the back of the car. The fifth principle is \u2018prestigious shield\u2019 relating to the large and clean surface at the rear of the concept surrounded by an ovoid light strip in red.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>Bentley follows fellow British brand Jaguar in trying to reinvent the luxury sedan, but Page doesn\u2019t see a clear comparison between the EXP 15 and Jaguar\u2019s Type 00 concept. \u201cOf course, we’re all going for that kind of modern clean language that\u2019s attractive to the next generation,\u201d he said. \u201cBut the proportions and size of this car are completely different.\u201d Inside the car loses the front passenger seat to become a three-seater and create one ultra-luxurious rear seat. That seat can transform to a bed, slide to join the driver and pivot out when the twin \u2018coach doors\u2019 open. \u201cThis is about arriving in style,\u201d Page said. The demand for digital information in new cars has been balanced with a focus on physical craftsmanship. Where the central touchscreen is normally situated, Bentley has installed special glass that delivers a standard infotainment experience but also reveals a mechanical device behind that can be overlaid with digital information, for example charging progress.\u00a0\u201cIt’s like having a mechanical watch and a digital watch,\u201d Page said. \u201cPut those two together and you have a magical experience.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>The unveil of the EXP 15 coincided with the official opening of Bentley\u2019s new design studio in the renovated former management building in Crewe. The new home reflects the growing importance of design within the brand, Page said. \u201cThe focus of the business has changed from a small studio in the corner now to front of house,\u201d he told journalists. \u201cWe are influencing everything that goes in front of the customer, whether it’s an app or website, all the way up to a residential building in Miami. Our influence on the business is much, much bigger.\u201d<\/p>\n<\/div><\/div><\/div><\/div><\/div>