Bentley’s design chief says other automakers often look to the luxury brand for inspiration, particularly in areas such as exterior and interior design. Following the global reveal of the Bentley Torcal, the brand’s first-ever EV and electric SUV, T. Jon Mayer said Bentley remains focused on developing new designs while staying true to its heritage and identity.

Bentley Sees Inspiration Across the Industry

T. Jon Mayer, head of Bentley Motors’ design, discussed the subject with Car Expert after the global reveal of the Bentley Torcal. He described Bentley as a “pinnacle brand” that other automakers look to when developing their own designs.

“We are a pinnacle brand,” Mayer told the publication, “so a lot of brands do look to us. I wouldn’t say necessarily there was ‘copying,’ but definitely taking heavy inspiration from certain areas, particularly around the interior as well as the exterior.”

Mayer said the practice is part of the wider automotive industry, particularly when a company introduces something fresh or new through a design-led approach.

“But I think that happens throughout the industry when you have a design-led focus, and you do something that’s fresh or new,” he continued. “Others will then kind of build off your idea that you’ve introduced, but it’s always getting to the next one and the next development.”

Bentley Is Focused on What Comes Next

Rather than concentrating on brands that draw inspiration from Bentley, Mayer said the company remains focused on continuing to evolve its own designs while maintaining its core principles.

“So it’s like chasing a milestone that will never end. So how do we make our designs? Adapt them to be fresher, but it’s always going back to our principles and DNA – always making sure it’s a Bentley.”

Mayer also discussed Bentley’s heritage and the way its design team and other departments continue to innovate while remaining aligned with the brand’s history and identity. The approach involves considering multiple factors rather than simply adopting the latest design element, feature or segment.

“We can do some wild, crazy stuff. We have plenty of talented team [members]. We could make the car look like whatever, but then it wouldn’t be a Bentley.”

Bentley Says Its Identity Remains the Priority

While other automakers may copy or draw inspiration from Bentley, the company says its focus remains on controlling what defines the brand. Bentley’s product line director for the Torcal, Marti Page, expressed a similar view.

“Our job is to control what we’re about,” Page stated.

Page said Bentley cannot control what other brands do. He acknowledged that other automakers may take elements from Bentley’s designs, including the long hood, long wheelbase and opulent interiors, but said the company remains focused on representing its own brand.

“We’re always true to what the brand represents and that’s part of the value in the brand.”

The Bentley Torcal Takes the Brand in a New Direction

Page said Bentley follows “a way that some other brands don’t choose to go and aren’t able to go.” He described the company as confident in how it executes its designs and builds its cars, with attention focused on what made the brand famous.

The Torcal introduces new energy technology and goes beyond what a “standard” Bentley employs, while the team believes it remains distinctly Bentley.

For designers, however, maintaining such a clearly defined identity can create additional constraints. Page said, “it almost feels like handcuffs sometimes to be honest, as a designer. Your creative box gets harder and stricter, which actually needs more creativity than just going off in the deep end in some other direction.”

Bentley Remains Focused on Its Design Principles

Exotic materials, close attention to detail and uncompromising build quality are among the characteristics associated with Bentley in the article. While other brands may draw inspiration from those elements, Bentley’s design and product teams remain focused on preserving the identity and principles of the brand.