Bentley appoints actor Lucien Laviscount as global brand ambassador

British actor Lucien Laviscount becomes Bentley’s global brand ambassador, reflecting the marque’s evolving legacy and creative vision.

Bentley has opened a new chapter in its story by appointing British actor Lucien Laviscount as its new global brand ambassador. Known for his role as Alfie in Emily in Paris, Laviscount will help the marque bridge heritage and modern luxury through creative collaborations and cultural storytelling.

For Laviscount, the partnership carries personal meaning. Growing up in Burnley, he recalls seeing a Bentley for the first time and how the moment captured his imagination. Today, he drives a bespoke Continental GT Speed in Onyx with a Beluga and Fern Green interior, finished with rare Galaxy Stone veneers crafted by Mulliner.

During his visit to Bentley’s headquarters in Crewe, Laviscount was struck by the skill and dedication of the craftspeople — families who have worked there for generations. The encounter deepened his appreciation for continuity and inspired him to help share Bentley’s stories with a wider audience.

The collaboration follows a series of his appearances at Bentley events — from the Goodwood Festival of Speed, where he joined runs of the Speed 6, to the launch of the Bentley × Joe & The Juice partnership at London’s Duke of London. He will soon work alongside newly appointed External Creative Directors, Mai Ikuzawa and Greg Williams, on an upcoming campaign and shoot.

Bentley’s Global Marketing Director Ben Whattam noted that the marque’s ambassadors are more than faces — they embody the spirit of the Bentley community, echoing the legacy of the original Bentley Boys and Girls. Laviscount’s charisma and narrative instinct make him a natural storyteller for this next era of the brand.

His appointment coincides with Bentley’s ambitious Beyond100+ strategy, which sets the marque on course for full electrification by 2035 and ongoing expansion of its Crewe facility. Laviscount’s presence signals Bentley’s intent to connect with a new generation through emotion, heritage, and authenticity.