Adrian Holmark Bentley Chairman "Open to Collaboration with Korean Tech Companies"

Bentley Opens Flagship Retail Showroom 'Bentley Cube'
"Utilized as a Luxury Lifestyle Space Exclusively for Bentley Customers"

"Korea is a very innovative place in terms of technology. We are considering cooperation with technology companies."

Adrian Hallmark, Chairman and CEO of Bentley Motors (Bentley), said on the 8th at the 'Bentley Cube' located in Cheongdam-dong, Seoul, in response to a question about the possibility of cooperation with Korean companies, "We will focus on technological cooperation and come back before the end of the year."

Adrian Hallmark, Chairman and CEO of Bentley Motors (second from right), and Kim Han-jun, CEO of Bentley Seoul (center), attending the opening ceremony of Bentley Cube. Photo by Yoo Hyun-seok

Chairman Hallmark's remarks are closely related to Bentley's electrification strategy. Bentley aims to achieve full carbon neutrality by 2030. Starting in 2025, Bentley plans to launch one new electric vehicle each year to complete the electrification of its entire lineup.

In particular, Hallmark emphasized the importance of Korea. Korea is the country with the highest sales of Bentley vehicles in the Asia-Pacific region. Bentley set a record by selling a total of 15,174 units worldwide in 2022, a 4% increase compared to the previous year. Among these, a total of 775 units were sold in Korea, marking a 53.2% growth year-on-year. Hallmark said, "Korea performed the best in the Asia-Pacific results," and added, "The opening of the Bentley Cube shows how important Bentley considers the Korean market."

He said, "I felt that Korea is a dynamic market that loves luxury," and raised his voice, saying, "It is an opportunity to explore a better future in the Korean market, and I felt better potential than in the past." He also emphasized, "Korea is a country leading the global luxury market."

Bentley Mulliner Batur displayed in the 'Batur Studio Suite' on the 3rd floor of the Bentley Cube. Photo by Yoo Hyun-seok

Bentley plans to continue its growth in Korea. Nico Kollmann, Head of Bentley Asia-Pacific, said, "We are optimistic this year as well," and added, "This year, we plan to introduce new Mulliner, Azure, and S product lines, aiming to achieve at least last year's performance."

The Bentley Cube, which opened on this day, is the world's first Bentley flagship retail showroom created with the concept of 'Contemporary Luxury Lifestyle.' It has one basement floor and five above-ground floors. The first floor will be the 'Hero Car Zone,' where cars will be displayed. On the second floor, along with vehicle displays, a separate 'Commissioning Zone' has been prepared. Here, customers can directly design the details of the vehicle they order. Especially on the third floor, the 'Batur Studio Suite' displays the second project model of Bentley Mulliner Coach Built and the limited edition 'Batur,' limited to 18 units.

The exterior view of 'Bentley Cube' located in Cheongdam-dong, Gangnam-gu, Seoul. Photo by Hyunseok Yoo

In addition, the basement first floor and the fourth floor are spaces for Bentley owners. The basement first floor 'Sound Playground' features a sound theater where Bentley's high-end car audio system, 'Naim' audio, can be experienced. The 'Azure Lounge' located on the fourth floor is a private luxury salon exclusively for Bentley owners. Bentley Seoul plans to create a community where owners can share and experience each other's luxury culture while enjoying comfortable rest here.

Kim Han-jun, Bentley Seoul's representative, explained, "Bentley is one of the luxury brands that first entered Korea," and said, "The Bentley Cube will be a space where customers can enjoy their luxury tastes and a place for Bentley owners to interact."

This content was produced with the assistance of AI translation services.