Despite a drop in sales, the British luxury automaker preserved its profits for a seventh consecutive year, thanks to high-margin customization work that boosted its bottom line. However, the path ahead is uncertain, leading the company to announce significant job cuts as it prepares for its belated electric future.
The automaker, which is part of a major automotive group, stated that layoffs could affect up to 275 positions, representing about 10% of its non-factory workforce. Company leadership framed the cuts as a necessary efficiency measure to ensure long-term competitiveness during its next phase of growth.
While customer deliveries fell by 5% last year, largely due to continued market weakness in China, the company still reported a robust operating profit. Stronger pricing, a favorable model mix, and sustained demand for its bespoke customization services helped offset the lower sales volume.
The journey toward an electric future has been a winding one. The brand had initially committed to being fully electric by 2030, a target that was later pushed back to 2035. The company has since pivoted again, stating it will continue to sell plug-in hybrid models alongside new electric vehicles beyond that timeframe.
While the first electric Bentley remains on track for a reveal next year, its leadership acknowledged there is “a lot of work to do” to convince its loyal clientele to make the switch to full electric. This hesitancy is echoed elsewhere in the ultra-luxury segment, where acceptance of pure EVs appears to be lagging.
Despite the challenges, there is optimism about the new model. It is planned as a fourth model line—an addition to the lineup rather than a replacement—and is described as a more compact vehicle that will be a very modern interpretation of the brand’s legacy. For now, though, customers seem perfectly content with the current offerings, as hybrid-powered models continue to drive the brand’s sales.
