Bentley EXP 15
Bentley opens the door to a new era
In 2025, Bentley will unveil the EXP 15, a car that previews future design. The appointment of Ikuzawa and Williams is part of a new initiative to promote future design.
The appointment of Mai Ikuzawa and Greg Williams as external creative directors is part of an effort to support Bentley’s design vision for the future, following the unveiling of the EXP 15 concept car at Monterey in August 2025. Based in Crewe, UK, the two will work closely with the marketing, communications and design teams, providing strategic advice and creative perspectives to further enhance Bentley’s cultural value.
The year 2025 marks an important milestone for Bentley Design. In July, the brand unveiled its fifth new emblem in its history, the “Winged B.” At the Pebble Beach Concours d’Elegance in August, the concept car “EXP 15” had its world premiere. The three-door, three-seat, fully electric, full-size concept “EXP 15” introduces a new design theme that previews the future of Bentley.
“Amidst a period of rapid creative change, Ikuzawa and Williams will shape a new vision for the future, marking the first step in appointing talent to shape the future,” said Robin Page, Bentley’s Design Director.
“Over its history of more than 100 years, it has not just been the cars themselves that have defined Bentley, but the stories that surround them. How they are experienced, remembered and passed down – that is where the value lies.”
“Mai Ikuzawa embodies the pioneering spirit of the people who built our design, engineering and racing legends in the 1920s, and her bold perspective bridges the gap between tradition and modernity. Greg Williams’ exceptional eye will bring a natural and genuine authenticity to the look and feel of Bentley and the brand.”
Deep roots in automotive culture and design
Mai Ikuzawa, a London-based designer, is the daughter of racing driver Toru Ikuzawa.
Ikuzawa is a multi-creator with deep roots in both automotive culture and design. He is known for his unique sensibility that fuses art and adrenaline, driven by a passion for speed, style and storytelling. In this project, he will use his intuitive understanding of the intersection of sport and luxury, and his experience in graphic design and product curation, to create a new connection between Bentley and people.
As an external creative director, Ikuzawa’s first project was creating new visuals for brand advertising. He is also involved in special projects, such as a limited-edition lifestyle collection scheduled to be released in 2026.
“Through Team Ikuzawa, I have learned the power of blending true heritage with modern aesthetics and cultural understanding. My role is to help the brand regain its confidence and revive the 106-year-old Bentley in a way that is fitting for the modern era,” Ikuzawa said.
World-renowned contemporary photographer
Greg Williams is one of the world’s leading contemporary photographers, and has produced a wide range of works.
Williams is one of the leading photographers of our time and a long-time Bentley owner, having begun his career as a war photojournalist in the 1990s before expanding into film and portraiture.
His work ranges from Bond features to portraits of Hollywood’s most iconic figures, behind-the-scenes coverage at the Academy Awards and international fashion campaigns. With his natural, human aesthetic, Williams will bring a grounded perspective to Bentley’s campaigns and content.
Williams has already begun creative work with Ikuzawa, and plans call for a revamp of Bentley’s image-making in both still and video formats.
“I am excited to work with Ikuzawa to create a visual that redefines the essence of Bentley. I look forward to producing work that is bold, original and true to the Bentley spirit.”
