Everyone was waiting and wondering what Bentley would do next, and now, finally, we have a clue. It came in the form of the blunt nosed EXP 15 concept — a three-seat dog-carrying grand tourer unlike anything we’ve ever seen — which was unveiled earlier this summer at the brand’s new design studio in Crewe, in the north west of England.
That’s where we caught up with Yasu Sato, Bentley’s lead manager for advanced and bespoke design, and Domen Rucigaj, the brand’s head of exterior design.
The historic 1939 brick building dates back to the earliest days of Bentley Motors in Crewe, a constant reminder of the firm’s past to the design team building its future. As part of the redesign to the studio, a third-floor was added to old building. Bentley is expanding, ramping up for something. The question is what?
Could this EXP 15 be an all-new model? Apparently not. Instead, this concept is a statement of intent, a showpiece for how Bentley’s design will evolve going forward. Rucigaj describes it as the “great, great great-grandfather” of Bentley’s future family. Elements of the design will appear on upcoming models.
We’re still waiting with bated breath for Bentley’s first EV, a “luxury urban SUV” due out in 2026. In the meantime, the firm has found steady success and profitability, despite several key leadership changes. Bentley’s new CEO Frank-Steffen Walliser — formerly at Porsche and the man behind the development of the 918 supercar — has said Bentley will continue offering combustion engines, reversing an earlier promise to phase them out. So expect to see the current Flying Spur, Continental and Bentayga live on, alongside the upcoming EV.
As for the EXP 15 concept, here’s what its designers Yasu Sato and Domen Rucigaj have to say about.
How would you describe the vision behind the EXP 15 concept?
Domen Rucigaj We needed a car to represent the future of Bentley, to show design language, not details, but the whole direction. We’re modernizing and making it more progressive. And of course, we did quite a few loops on that car because we were we have to experiment. We have to see. And we did different shapes. We had different ideas, but the main core inspiration was always the Blue Train.
Do you consider the EXP 15 a sedan, or an SUV, or something in between?
Domen Rucigaj: We went in between [an SUV and a sedan]. It should be able to drive in London. So it can sit a little bit lower. But when, for example, you go into Scotland, or in Dubai to the desert, the car could lift up. So it’s like a hybrid of different products. Because we want to give the customers that adventurous experience, and the European city experience. And then as well this limousine silhouette. So it’s a basically combination of three different products into one.
“I like that at British car companies, every car has this character. They have a soul.”
Domen Rucigaj
There’s nothing else quite like it. The reception, at least in the press, has been somewhat mixed. What do you make of that?
Yasu Sato: For me, the EXP 15, it’s a new breed. It’s a new breed of animal. I think that’s why everyone is so uncomfortable with it. But there’s nothing like it out there for sure, so that’s why I think we’re pretty proud of it.
Why take such a bold approach with the design?
Yasu Sato: If it’s comfortable with everyone, then it will be an economy car. So then what’s the point? You know, we are not like everyone else, and that’s how our customers feel.
Domen Rucigaj: You need to be bold, you need to be progressive, and you need to do something to move forward. What we did is very progressive, very modern. […] We’re always looking 4, 5, 6 years ahead. We wanted, not to provoke, but to be more progressive. We see things in the world changing. […] Of course, when something’s new and different people first go like, ‘I don’t know,’ but after time you see that you will adapt, and you will see why — and then also other Bentley products will be connected. And then it all makes sense.
How does this concept fit into Bentley’s future strategy?
Domen Rucigaj: We want to expand this bandwidth. That’s why the future for Bentley is very bright, because we will offer in the future a lot of products which will hit the younger generation, and also give the opportunity for collectors to have something which is classical Bentley.
What was CEO Frank-Steffen Walliser’s reaction when you first showed him the design?
Domen Rucigaj: He was very, very enthusiastic. And he was very direct in the first day… when we showed the EXP. He said, I see this. This is really good. And he also said, I don’t see this or that happening and so on. So he was very direct, which was very positive, shocking, a little bit, but, but then he was also very straightforward, black and white.
“When you imagine a Bentley customer, you imagine their life, lifestyle, their world. When you look at a car, you should know who the buyer is, what their life is like.”
Yasu Sato
How does the EXP 15 maintain Bentley’s DNA while pushing boundaries?
Domen Rucigaj: The beauty of the showcase… is that DNA you will see connections through the next period of time into product. But again, it’s a new statement, and is very especially as important is as well. It has a lot of Bentley DNA.
Personally, what are your favourite all-time car designs? The ones you keep going back to? Aside from historic Bentley, of course.
Domen Rucigaj: I like cars with character. For example, I like the Jaguar XJS. I liked the Mercedes 300 SL. My favourite 911 is 993 Carrera 4S. I love the Defender, the old one. I love the new Defender, how they modernized it. In terms of design, I’m a big fan of Dieter Rams, he creates something that definitely Apple and other companies copy. For me, it’s this simplicity, functionality. For architecture: Norman Foster. And, since I work for a British car company, I like that at British car companies, every car has this character. They have a soul, and they are iconic, you know, for example, the Lotus Esprit as well, with the edginess. It’s very inspiring for me, I’m coming from German car brands and Germans, we are sometimes too polished and too clean. And I like that British cars, always have a little bit special of DNA, of that flavour.
Yasu Sato: I’m a big Ralph Lauren fan. Of course, we all know he has an amazing car collection with his Bugatti Atlantic. For me, it’s one of my favourites. On the other side you have the Ferrari Modulo; it’s not in Ralph Lauren’s collection, but I love the modernity of it. It still looks modern and futuristic today.
Is that a Ralph Lauren polo shirt you’re wearing right now? Why are you such a fan?
Yasu Sato: The big reason why I like Ralph Lauren is because he creates a world. You know, he doesn’t design just one thing. He creates the world. And I think I came to Bentley because of that. When you imagine a Bentley customer, you imagine their life, lifestyle, their world. When you look at a car, you should know who the buyer is, what their life is like; that’s the biggest difference between a luxury brand and the economy brand.
Couldn’t agree more. That’s a great point. And, finally, what excites you most about Bentley’s future? Any hints on what’s next?
Domen Rucigaj: We’re proud of the EXP 15. And we are really, really proud of the brand. We see a lot of potential. We have a very young team. So, and again, we are super excited to show and create the future of the Bentley, and bring back these Bentley boys and ladies. These explorers, to bring back this character to the brand.
Bentley is inviting feedback on the EXP 15 through this official survey.
