#None #Asia Pacific #Bentley Motors #Dave Hater

Bentley Motors Strengthens Leadership in Asia Pacific

On January 21, 2026, Bentley Motors made a significant announcement regarding its growth strategies in the Asia Pacific region by appointing Dave Hater as the new Regional Director. This leadership change reflects Bentley's commitment to enhancing its brand influence in a market known for its potential for further development.

Dave Hater brings with him a remarkable 40-year history with Bentley, marked by a deep understanding of the dynamics that drive the luxury automobile sector in Asia. In his new role, he will closely collaborate with Bentley's global sales and marketing teams to oversee brand strategies, commercial activities, and the sales network across key markets in Asia Pacific.

Previously, Hater played a pivotal role in establishing Bentley's National Sales Companies in Singapore and South Korea, where he gained extensive insights into the luxury consumer base and the evolving retail landscape. His career includes various senior leadership positions in the Middle East and across Asia, where he has led initiatives on market entry, distributor development, and the launch of exclusive Bentley facilities. Throughout his career, Hater has prioritized sustainable growth and exceptional after-sales service, consistently achieving significant results.

As Regional Director, Hater will be responsible for the entire spectrum of markets—from mature luxury sectors to rapidly growing emerging markets. He aims to drive business growth across the region through close collaboration with retail partners that exemplify Bentley's expertise.

Christoph George, Director of Sales & Marketing at Bentley Motors, commented, "Dave embodies exceptional commercial acumen, a deep understanding of customer needs, and naturally reflects the values of Bentley. In this new role, he will play a vital part in linking Bentley's long-term vision for sustainable ultra-luxury mobility with regional growth, the dealer network, and customer experience.

In response to his appointment, Dave Hater expressed his pride, stating, "It is a great honor for me to lead this dynamic brand in the Asia Pacific region. There is enormous potential here, and I am keen to further develop robust partnerships while ensuring that all our customers experience Bentley's evolving stories in design, technology, and sustainability.

Hater takes on this role following Nico Coolman's departure in November 2025. Through this appointment, Bentley reaffirms its ongoing commitment to the Asia Pacific market and aims to enhance the exclusive Bentley experience for its customers and prospects in the region. As Bentley continues to cultivate its presence, Hater's leadership is expected to elevate the brand, ensuring that it remains at the forefront of luxury automotive innovation in Asia Pacific.