Luxury carmaker Bentley Motors has officially named British actor Lucien Laviscount as its new Global Brand Ambassador, confirming months of speculation after his frequent appearances at Bentley events worldwide. Known for his charismatic role in Emily in Paris, Laviscount will now help Bentley connect with audiences at major cultural and lifestyle events. This marks a significant collaboration between the iconic automaker and one of Britain’s rising stars.
For Laviscount, this partnership is personal. Born and raised in Burnley, Northern England, he says his upbringing shaped his values of hard work, pride, and integrity. He believes these qualities align with Bentley’s philosophy of craftsmanship and purpose. “Becoming a brand ambassador for Bentley is deeply personal,” Laviscount shared. “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.”
He fondly recalls his first memory of seeing a Bentley “in the wild” as a young boy playing football in the back streets of Burnley: “Everyone just stopped,” he said. “It was a symbol of presence, elegance, and aspiration, something that stayed with me.”
Now, more than 25 years later, Laviscount drives his own bespoke Mulliner Continental GT Speed, finished in Onyx with a Beluga and Fern Green interior and Galaxy Stone veneers. The car captures Bentley’s blend of performance and artistry.
Laviscount recently toured Bentley’s historic factory in Crewe, where he met the skilled craftspeople behind the brand. He learned that many employees come from families who have worked at Bentley for three or four generations.
“The people behind Bentley are as inspiring as the cars themselves,” Laviscount said. “Their dedication, precision, and passion embody what true craftsmanship means.”
The actor also drove the Bentley Speed 6 up the iconic Goodwood Hillclimb during this year’s Goodwood Festival of Speed, one of the most celebrated automotive events in the world. There, he connected with Bentley’s customers and fans, further strengthening his bond with the brand.
As Bentley expands its influence beyond luxury automobiles into lifestyle, design, and culture, Laviscount’s appointment is part of a broader creative evolution. He will collaborate with Bentley’s External Creative Directors, Mai Ikuzawa and Greg Williams, on a new campaign that merges performance, artistry, and storytelling.
Ben Whattam, Bentley’s Global Marketing Director, explained the significance of this collaboration:
“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.”
Beyond Bentley, Laviscount is already a familiar face in the luxury world. He serves as the global face of Dolce & Gabbana Men and as a Formula E ambassador, showcasing his growing influence across fashion, motorsport, and lifestyle sectors.
This partnership underscores Bentley’s strategy to position itself not just as a car manufacturer but as a symbol of timeless luxury and innovation. The brand has expanded into furniture, architecture, and exclusive lifestyle experiences, aiming to create a seamless ecosystem that embodies the best of British design and engineering.
Through Laviscount’s global appeal and cultural relevance, Bentley aims to reach a new generation of luxury enthusiasts who value authenticity, creativity, and purpose-driven craftsmanship.