New Bentley CEO Michael Winkler – What Can We Expect?

One big change for Bentley Motors going into the 2015 year is the change out from Christophe Georges as CEO to Michael Winkler.  (Georges will become director of product and marketing for Bentley’s global organization.)  As this changeover is supposed to become effective on April 1, what changes might this mean for Bentley?  With record sales last year, Bentley is trying to take advantage a few key strengths with this changeover.

Winkler, in the automotive business for more than 30 years, currently works for Jaguar Land Rover’s Australian division as the managing director.  Previous positions include international work with Porsche.  This makes Winkler particularly key for Bentley’s global success.  While Bentley has strong ties globally and takes advantage of its fervent understanding of its clients’ ideas of luxury (see the limited edition Mulsanne Majestic set to release 15 vehicles across the Middle East), appointing Winkler says particularly important things about Bentleys relationship to its American market.  The Americas were Bentley’s top-selling market in 2014, accounting for almost 30 percent of total sales and deliveries.  The region has dealerships scattered throughout the Americas, including Brazil, Canada, the United States, Mexico, and Chile.

Winkler’s appointment and Georges’ transition also mark Bentley’s seriousness about returning to the world of motorsports, as Georges will work from Bentley’s headquarters in Crewe, England actively marketing the motorsport activities, among other things.  His key knowledge of the brand will ensure that Bentley Motors benefits from his new work in product and marketing activities.

What will Winkler work on?  Probably the launch and marketing of the new Bentayga SUV, a work in the final testing phase and which has undergone intensive design changes since 2012 and likely a top selling model for the Americas.