Lucian Laviscount Appointed as New Global Brand Ambassador for Bentley

A New Chapter for Bentley: Lucian Laviscount Takes on Global Brand Ambassador Role

On October 21, 2025, Bentley Motors made a significant announcement by appointing actor Lucian Laviscount as their new Global Brand Ambassador. Known for his role as Alfie in the popular Netflix series "Emily in Paris," Laviscount describes himself as a "storyteller," embodying the spirit of Bentley as he aims to weave a new chapter into the brand's evolving narrative.

Hailing from Burnley, Laviscount's connection to Bentley began in his childhood. He vividly recalls the moment he first laid eyes on a Bentley while playing soccer in the back alleys of his hometown. "Everyone stopped to stare at it," he remembers, highlighting the powerful impression the car left on him at such a young age. Fast forward over 25 years, and Laviscount now proudly owns a customized Continental GT Speed, adorned with a striking Onyx exterior and an interior that reflects his personality with colors like Beluga and Fandango Green, complemented by a Galaxy Stone wood panel.

Lucian's visit to Bentley’s headquarters in Crewe deeply impacted him. He was moved by the exceptional craftsmanship and the passion that the artisans poured into creating these luxury vehicles. Meeting families who have dedicated generations to the brand, he became inspired by the strong values and devotion that Bentley has upheld for over 106 years. This experience ignited a newfound inspiration within him, which he is eager to share with the world, saying, "I want to convey this as a storyteller in my own words."

Laviscount made his debut at the prestigious Goodwood Festival of Speed, driving the legendary Speed 6 model up the iconic hill climb. Attending various Bentley events, he enthusiastically embraced the opportunity to connect with Bentley owners and enthusiasts, reinforcing his role in this vibrant community.

In addition to his ambassadorial duties, Laviscount participated in the launch of the "Bentley" × "Joe & The Juice" collaboration at the popular London spot, Duke of London. Here, he engaged with a new community that shares his love for cars, coffee, and culture, expanding the brand's network of connections. He embodies Bentley's philosophy that like their cars, people also reflect the essence of the brand—character, charisma, and a passion for connection.

Over the coming year, Laviscount will be actively involved in major Bentley events and will collaborate with recently appointed External Creative Directors Mai Naruse and Greg Williams on filming and campaign production. His multifaceted talent is already on display as he continues to shine in Netflix’s "Emily in Paris" while representing "Dolce & Gabbana Men" globally, and also serves as an ambassador for Formula E, showcasing his diverse prowess on a global stage.

Ben Wattam, Bentley's Global Marketing Director, emphasized the timeless connection the brand has with its customers. From the era of the Bentley Boys and Girls in the 1920s to today, every customer is considered special. He believes Laviscount is perfectly positioned to honor and celebrate this unique legacy as Bentley moves into the future.

Reflecting on his roots, Laviscount shared, "Growing up in Burnley taught me the importance of hard work, pride in every endeavor, and being true to oneself. Being appointed as Bentley’s Global Brand Ambassador is a deeply personal milestone for me, a convergence of my beginnings and the future I aspire to build. I honor a world where tradition, craftsmanship, and innovation blend with purpose, and I am committed to evolving and inspiring others along this journey."

Through his new role, Lucian Laviscount is not only bridging the gap between Bentley's storied legacy and contemporary culture but also setting the stage for a revitalized narrative that resonates with both new and existing audiences.