Bentley Motors has officially announced British actor Lucien Laviscount as its new global brand ambassador, ending months of speculation following his appearances at several high-profile Bentley events.
The ‘Emily in Paris’ star, who hails from Burnley in Northern England, will work to connect Bentley with audiences at key cultural moments throughout the year. His appointment marks a strategic move by the luxury automaker to strengthen its community engagement and brand narrative.
Laviscount currently drives a bespoke Mulliner Continental GT Speed, customized in Onyx with a Beluga and Fern Green interior and Galaxy Stone veneers. His first memory of encountering a Bentley occurred during his childhood in Burnley, where the sight of the luxury vehicle stopped passersby in their tracks – a moment of presence that left a lasting impression.
Recent months have seen Laviscount actively participating in Bentley activities, including taking on the Goodwood Hillclimb in a Bentley Speed 6 at the Festival of Speed and attending the launch of the Bentley and Joe & the Juice partnership at Duke of London. He also toured the Bentley factory in Crewe, where he met multi-generational families who have dedicated their careers to the marque.
The actor will collaborate with Bentley’s recently appointed External Creative Directors, Mai Ikuzawa and Greg Williams, on upcoming campaign production. Beyond his automotive role, Laviscount serves as the global face of Dolce & Gabbana Men and holds an ambassadorship with Formula E.
“Bentley has always been famous because of its customers, since the extraordinary Bentley Boys and Girls of the 1920s,” said Ben Whattam, Global Marketing Director. “Today they are equally extraordinary, and Lucien will help us celebrate this unique community and legacy.”
Laviscount emphasized the personal significance of the appointment, citing values instilled during his upbringing in Burnley. “Growing up in Burnley taught me the value of hard work, taking pride in everything you do, and leading with integrity,” he stated. “Becoming a brand ambassador for Bentley is deeply personal. It’s a moment that reflects where I come from and everything I’m working towards.”
The partnership represents Bentley’s continued evolution in extending its brand presence beyond automotive manufacturing into broader luxury lifestyle sectors, including furniture, architecture, and exclusive experiences.