(Crewe, 21 October 2025) — Bentley Motors has officially named British actor Lucien Laviscount as its new global brand ambassador, marking the beginning of an exciting new chapter for the marque as it continues to bridge its century-old legacy with a modern, culturally connected future.
The announcement follows Laviscount’s recent appearances at Bentley events — from the Goodwood Festival of Speed to the launch of the Bentley x Joe & the Juice partnership — where his charisma and authenticity captivated fans and fuelled speculation about a deeper collaboration. That speculation is now confirmed, as Laviscount takes the wheel of Bentley’s next era, both literally and figuratively.
From Burnley to Bentley: A journey defined by character and craftsmanship
Hailing from Burnley, Lancashire, Laviscount’s connection to Bentley runs deeper than design and performance. His first memory of seeing a Bentley “in the wild” remains vivid — a moment that stopped everyone in their tracks and sparked a lifelong admiration for the marque’s unmistakable presence.
Now, more than 25 years later, he drives a bespoke Mulliner Continental GT Speed, tailored to his personal specification. Finished in Onyx black with a Beluga and Fern Green interior and Galaxy Stone veneers, the car embodies Laviscount’s refined taste and appreciation for Bentley’s signature blend of power, beauty, and individuality.
During a recent visit to Bentley’s Crewe headquarters, Laviscount was deeply moved by the craft and community behind the brand. Meeting the families who have worked across generations at the factory, he found inspiration in their passion and dedication — qualities that resonate with his own story of perseverance and purpose.
“Their attention to detail and love for what they do is extraordinary,” he said. “You can feel that heritage in every stitch, every curve. It’s not just about building cars — it’s about building legacy.”
A storyteller for Bentley’s evolving narrative
Known globally for his breakout role as Alfie in Netflix’s Emily in Paris, Laviscount is also a self-described storyteller — a quality that perfectly aligns with Bentley’s evolution as a brand that celebrates human stories as much as automotive excellence.
His role as ambassador will see him connect Bentley with new audiences at key global events and collaborate with the marque’s External Creative Directors, Mai Ikuzawa and Greg Williams, on upcoming creative projects and campaigns.
Laviscount also continues to expand his international presence as the global face of Dolce & Gabbana Men and an ambassador for Formula E, positioning him at the intersection of fashion, performance, and innovation — values that mirror Bentley’s own.
Honouring heritage, inspiring the future
Bentley’s Global Marketing Director, Ben Whattam, commented on the appointment:
“Bentley has always been famous because of its customers — from the extraordinary Bentley Boys and Girls of the 1920s to the extraordinary individuals of today. Lucien will help us celebrate this unique community and legacy, bringing a modern voice to our ongoing story.”
For Laviscount, the partnership carries a deeply personal significance:
“Growing up in Burnley taught me the value of hard work, taking pride in everything you do, and leading with integrity. Becoming a brand ambassador for Bentley is deeply personal — it reflects where I come from and everything I’m working towards. It’s where legacy meets craftsmanship and innovation, with purpose. Honouring heritage, refining it, and continuing to evolve and inspire.”
Driving Bentley’s next chapter
As Bentley continues its journey toward a sustainable, electric, and design-driven future, Laviscount’s appointment reinforces the marque’s commitment to connecting with a new generation of creators, thinkers, and cultural leaders.
Much like the Continental GT Speed he now calls his own, Laviscount embodies the balance between performance and poise — a modern interpretation of timeless values. Together, Bentley and Laviscount will craft the next chapter of a story that celebrates not only exceptional cars, but the extraordinary people behind them.
