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The newest Bentley boy
publication date: Apr 23, 2019
author/source: Robin Roberts
Bentley Motors has appointmed Wayne Bruce as the new Director of Communications.
With 27 years of communications experience in the automotive industry, holding executive management positions since 2001, Bruce was most recently Global Communications Director for McLaren Automotive Ltd.
Before his time with the British luxury sportscar maker, Bruce held Communications Director positions for Infiniti and Nissan Motor GB. He also has previous experience working within the Volkswagen Group, in UK communications roles for both Seat and Volkswagen.
Prior to his move to the PR industry, Bruce worked as a journalist writing for Car and Carweek magazines, his interest in automotive sparked by a work experience placement at Rolls-Royce and Bentley Motors in 1992.
“I’m pleased to welcome Wayne to Bentley Motors and look forward to working with him closely in what is a very important time for the company,” said Adrian Hallmark, Chairman and CEO, Bentley Motors.
“This is the most intensive period of new product launches in our history as we transform the business and accelerate our journey towards electrification. I am very confident that Wayne’s creativity, entrepreneurialism, experience and passion for cars will help deliver our continued success.”
Commenting on his new role, Wayne explained, “I am thrilled to be returning to Bentley, a company which allowed me the first opportunity to experience the automotive industry. And in its momentous, centenary year, too. I also have very clear memories of riding in a school teacher’s Bentley S1 Continental as an awe-inspired nine-year-old boy, leaving a lasting impression on me.
“To this day I still believe the Bentley brand is clearly defined, unique, aspirational and extraordinary. I see many opportunities to build on these attributes, extend the company’s global reach and help take the business to the next level. I look forward to working with the team, launching the next generation of Bentley models and adding to the story of this iconic brand.”
Wayne succeeds Andrew Roberts who left the business at the end of 2018. In 2018, Bentley delivered 10,494 cars - the company’s sixth successive year above 10,000 cars – to more retailers in more markets than ever before, 226 and 66 respectively.
This year, the company celebrates its centenary year and is preparing the business for the next 100 years. This includes continued significant investment in new products and new technologies to deliver the ambition of a hybrid or electric variant of all Bentley models by 2025.