BENTLEY Motors has promoted long-time executive Christophe Georges to its board, becoming board member for sales and marketing.

He now assumes full responsibility for sales, marketing and aftersales strategy, reporting to the chairman and CEO, Dr Frank-Steffen Walliser.

He replaces Alain Favey who left the business in May 2023.

Christophe George

Mr George has a 26-year career with Bentley, lastly as global sales and marketing director.

He has held global positions ranging from director of marketing and product strategy, to president and CEO of Bentley’s largest region, Bentley Americas, holding that role twice for nearly 15 years, from 2007 to 2015 and 2019 to 2024.

In his time in North America, he oversaw record sales and profitability while growing the retailer network to 60 dealerships.

Bentley chairman and CEO Dr Walliser said: “It is a pleasure for me to welcome Christophe to the Bentley board of management, a promotion richly deserved following his expertise, leadership and commitment to Bentley over such a long period.

“With his comprehension of international markets, strategic understanding of our brand direction, and deep-rooted knowledge of Bentley’s DNA, Christophe is perfectly placed to realise our brand and sales ambitions as we continue to evolve our business.”

Mr Georges said: “Bentley is in my blood and the company I joined in 1998 is very different to the one I am incredibly proud to be part of today.

“The journey so far has been extraordinary, and I am relishing the prospect of continuing to work closely with my colleagues to provide fresh momentum and direction as we grow our brand, our audience base, and our entire sales and marketing operations.”

Bentley is poised to roll out a new, V8 plug-in hybrid powertrain, first in the redesigned Continental GT coupe and convertible and then in the redesigned Flying Spur sedan.

Automotive News reports that Bentley’s global sales fell 11 per cent in 2023 but was still Bentley’s third-best sales year, following 2022 and 2021.