• by Tanya Gazdik , November 5, 2024

Bentley Motors has appointed Christophe Georges as board member for sales and marketing, effective Dec.1.

Georges assumes full responsibility for sales, marketing and aftersales strategy and reports to Chairman and CEO Frank-Steffen Walliser.

He replaces Alain Favey, who left the position in May 2023 after two years. Favey, who was previously at Skoda, Volkswagen Group and Porsche, is now CEO of Europcar Mobility Group.

Georges has been at the luxury British marque for 26 years and was previously global sales and marketing director. He has held global positions ranging from director of marketing and product strategy, to president and CEO of Bentley’s largest region, Bentley Americas. He held that role twice for nearly 15 years — from 2007 to 2015 and 2019 to 2024.

In his time in North America, Georges directed record sales and profitability, while growing the retailer network to 60 dealerships.

“With his comprehension of international markets, strategic understanding of our brand direction, and deep-rooted knowledge of Bentley’s DNA, Christophe is perfectly placed to realize our brand and sales ambitions as we continue to evolve our business,” Walliser says in a release.

The company has been struggling as of late, with half-year sales down 23% globally and 20% in the Americas, although the Americas was the company’s strongest market. 

Bentley in 1998 is very different than the current company, Georges says. 

“The journey so far has been extraordinary, and I am relishing the prospect of continuing to work closely with my colleagues to provide fresh momentum and direction as we grow our brand, our audience base, and our entire sales and marketing operations,” he says.