Bentley Motors has appointed acclaimed British actor Lucien Laviscount as its new global brand ambassador, following his much-talked-about appearances at recent Bentley events. From the Goodwood Festival of Speed to the Joe & the Juice partnership launch, Laviscount’s connection with the marque has captivated fans—now officially confirmed as he embarks on this new collaboration with Bentley.
Hailing from Burnley, Laviscount recalls his first encounter with a Bentley as a child playing football in the streets: “Everyone just stopped,” he remembers. That unforgettable impression has come full circle, as more than 25 years later, he now drives a bespoke Mulliner Continental GT Speed in Onyx, featuring a Beluga and Fern Green interior with Galaxy Stone veneers.
During a recent tour of the iconic Bentley Motors factory in Crewe, Laviscount was struck by both the craft and the people behind the marque. Meeting families who have worked at Bentley for three or four generations, he was inspired by their dedication and heritage, and how the brand has retained such strong family values throughout its 106-year heritage. The exquisite levels of handcraftsmanship captured his imagination and left a lasting impression, leading the way to the stories Laviscount now hopes to help Bentley share with audiences worldwide.
Laviscount enjoyed the chance to take on the famous Goodwood Hillclimb in the Bentley Speed 6 during this summer’s Festival of Speed, while meeting and connecting with Bentley’s customers and fans throughout the event. He also met Bentley’s burgeoning cars, coffee and culture community at the recent launch of Bentley x Joe & the Juice at the legendary Duke of London car hub.
Alongside its cars, people are the embodiment of Bentley – and Laviscount carries the same ethos. Acting may be his craft, but it is his charisma and ability to connect that make him the ideal ambassador for the marque.
His role will see him continue to meet Bentley audiences at key events throughout the year, and he is set to collaborate with the recently announced External Creative Directors, Mai Ikuzawa and Greg Williams, on the production of an upcoming shoot and campaign. The high-profile actor has a lead role in Netflix’s ongoing hit show Emily in Paris. He is also the global face of Dolce & Gabbana Men and an ambassador for Formula E.
Global Marketing Director, Ben Whattam, comments: “Bentley has always been famous because of its customers, since the extraordinary Bentley Boys and Girls of the 1920s. Today they are equally extraordinary, and Lucien will help us celebrate this unique community and legacy.”
Lucien Laviscount said: “Growing up in Burnley taught me the value of hard work, taking pride in everything you do, and leading with integrity. Those early years laid the foundation for who I am today. Becoming a brand ambassador for Bentley is deeply personal. It’s a moment that 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.”
