Bentley Motors has appointed Florian Spinoly as director of product and marketing after Christophe Georges became the luxury performance car brand’s president and chief executive for the Americas.

Spinoly’s arrival at the Crewe-based British carmaker, from a post as director of marketing, product and public relations for Cadillac Europe and Chevrolet Performance Cars, coincides with an intensive period of new product launches which will include the arrival of the all-new Flying Spur.

The Bentayga Speed, Continental GT and GT Convertible V8 models will also be added the Bentley line-up during the coming months.

Chris Craft, member of the board for sales, marketing and aftersales, Bentley Motors, said:  “Florian brings considerable international experience and a strong understanding of the automotive industry.

“As we focus on the next generation of Bentley cars, including our path to electrification, he will play a key role in leading Bentley’s product, marketing and luxury services activities in the future.”

Prior to his most recent role at Chevrolet, Spinoly spent more than ten years with BMW, leading marketing, product management and motorsport operations at various times.

His work with BMW included working at the Munich headquarters as well as in the Middle East, Asia Pacific, Eastern Europe and Africa regions.

In Spinoly’s new role he is responsible for the company’s global product and marketing strategy, including brand development and communications, digital marketing, CRM, brand experiences, live events and the Bentley Collection.       

Spinoly said: “Bentley is a company I have always had a great deal of admiration for; an extraordinary 100 year heritage and breath-taking products that continue to define the essence of grand touring.

“From the famous 8 Litre to today’s Continental GT, the cars have given the brand an iconic status and also point to an exciting future.   

“I look forward to working with my colleagues on the development of the brand, bringing future Bentley cars to market and together, adding to Bentley’s unique story and helping to shape the future of luxury mobility.”

In 2018, Bentley delivered 10,494 cars – the company’s sixth successive year above 10,000 cars – to more retailers in more markets than ever before, 226 and 66 respectively.  

This year, the company celebrates its Centenary year and is preparing the business for the next 100 years.

This includes continued significant investment in new products and new technologies to deliver the ambition of a hybrid or electric variant of all Bentley models by 2025.