April 8, 2024 | A Conversation with Christophe Georges, President and CEO of Bentley Americas

On April 8th, GRLA had the pleasure of welcoming Christophe Georges, President and CEO of Bentley Americas, to campus.  The conversation was moderated by Georgetown student Irini Fournier Vardinoyannis.  The Georgetown community learned about Georges’ career path, the image of the Bentley brand, and his meaning of “luxury” as an international business.  

Georges was first recruited to Bentley by mistake.  When Georges was hired, Bentley lived in Rolls Royce's shadow.  Therefore, seizing the opportunity he had been given, Georges embraced the challenge of reinventing the brand.  In 2015, Georges launched the Bentley SUV.  Despite experts telling the company that a luxury truck was not in demand, Georges knew the customers wanted this product.  The result was immediate success and imitation from other automobile companies.  Georges has had continued success in embracing the brand’s “daring and bold spirit”.

Georges continued the discussion by describing the brand’s positioning as “ultra-luxury”.  He explained that the luxury element comes from the design of the car, as Bentley automobiles are understated and less ostentatious than other luxury cars.  Through communicating its legacy of craftsmanship to consumers, Bentley attracts customers who want to be a part of their “ultra-luxury” community. 

Looking to the future of luxury, Georges told the audience that the industry always needs fresh talent.  As Bentley strives to integrate new technology and innovation to stay relevant in modern times, hiring young professionals is imperative to their implementation.  He emphasized that passion and humility in young talent are the keys to success.