Polar Opposites

These two seemingly opposing concepts find a comfortable common ground at Bentley

- Atty Karen Jimeno

Are luxury and sustainability opposites? We pondered this question over a fireside chat on sustainability with female Bentley executives and an international group of women.

As unique as this question was to be the focus of a discussion for a motoring event, being in a “womenonly” motoring event was already a unique situation. I am often one of the few women among male motoring journalists. Yet, I was surrounded by females from various backgrounds, including a former lifestyle magazine editor from Taiwan and a YouTube blogger from Japan. And rather than test-driving a car, Bentley’s Harmony of Polarities event in Thailand had us doing yoga early in the morning and eating vegan protein balls.

Bentley is trailblazing a new path. It is not just breaking stereotypes by holding an all-women, wellness-style motoring event but is initiating a difficult conversation on the role of corporations and people in achieving sustainability for the planet. “How can you convince the market to like recycled materials when Bentley is associated with high luxury and buying a special car to reward yourself?” asked a Taiwanese TV host sitting next to me during the fireside chat. The idea of recycling or, more appropriately, “repurposing” (terms commonly associated with sustainability) seems to be in contrast with luxury. But reconciling that contrast is a challenge Bentley has taken on. As a luxury car brand, it is redefining luxury in the process.