Adrian Hallmark swaps Bentley for Aston Martin
Bentley's loss is Aston's gain as 'ultra-luxury automotive leader' jumps ship
Clearly the unwritten agreement that there’s no big automotive news on a Friday is out of the window this week. Adrian Hallmark, the man who has headed up Bentley as CEO since February 2018, is to leave the company ‘at his own request and by mutual consent’. Significant enough in of itself, but it gets better, because it’s no early retirement and days at the golf club for the 61-year-old: he’s going to Aston Martin. Talk about a big transfer.
Hallmark will succeed Amedeo Felisa at Gaydon who, after a couple of years at Gaydon and having reached 78, has earned a life away from work. Aston says the swap will take place ‘no later than October 1, 2024’, ensuring that Felisa has the opportunity to complete the launch of the reworked front-engined sports cars, with the Vantage launch next month and a Roadster surely not far behind.
No doubt Hallmark’s departure will be keenly felt at Crewe; having assumed the position ‘in a challenging business situation’ - their words, not ours - he’s overseen the launch of some superb new Bentleys, and started the brand on its path to electrification with various hybrid models. Record sales years in 2021 and 2022 were very encouraging, less so an 11 per cent drop in 2023, but Hallmark leaves Bentley in a better place than he found it and with his stock sky-high. He commented that to “redefine luxury mobility for the future with such a strong brand is a task that I took on with full commitment and great pleasure.” Gernot Döllner, chairman of the Audi board, added “Adrian Hallmark has achieved a great deal at Bentley… On the path to carbon-neutral electric vehicles in the luxury segment, he has taken important steps towards the long-term success of the company. I would like to thank Adrian Hallmark for his significant commitment over the last years and wish him well in his personal and professional future.”
All nice enough, but the switch of allegiance must smart a little. Certainly it's an opportunity for someone to step up and take the helm at Bentley during another key period of change for the firm - especially following news that its first EV will be delayed and the plug-in hybrids sticking around. But Bentley’s loss stands to be Aston’s gain; snaring a CEO from a larger rival - Hallmark’s first job there was in 1999 - means he comes with a wealth of experience.
Aston, too, has plenty on its plate: once the front-engined cars are done with, there’s the mid-engined Valhalla hybrid to get to market, plus a DBX that desperately needs the same kind of interior glow up enjoyed by the DB12. Then it’ll be onto plug-in replacements for the core models, perhaps one or two more silly V12s, then (though it too is delayed) an electric Aston Martin - so Hallmark will be busy alright.
He said of the new role: “The transformation of Aston Martin is one of the most exciting projects within the ultra-luxury automotive industry. I am looking forward to continuing the Company’s great momentum and utilising my experience and passion to further unleash this iconic brand’s potential and take it to even greater success.” A sentiment echoed by the final level boss - or Executive Chairman, to give him his official title - Lawrence Stroll: “In Adrian Hallmark, we are attracting one of the highest calibre leaders not just in our segment, but in the entire global automotive industry. Complementing our world-class leadership, Adrian will bring to Aston Martin unrivalled experience in both the ultra-luxury and British manufacturing sectors to progress our strategy and continue recent momentum.” It’s all pleasantries and fond farewells for now, then, but plainly it marks a fundamental reset of leadership - and consequently approach - for two of the UK's most cherished carmakers. And a much busier Friday than normal.
. The Aston is gorgeous though, good luck to him.
k. I read the comments first thought you were being harsh on the Bentayga, but no. Was that a Bentley supplied smurf-mobil pic as part of press release? If so, that's a definite "yeah f…
The cars are now good, but he’s a graceless and arrogant bully.
The turnover of talented, key staff is alarming.
Let’s see how long this one lasts – 18 months, tops?
And Bentley’s EV transition snafu, the culling of the W12 and 2023’s sales have displeased many on VWG’s board.
Hence, Hallmark departing with “mutual consent”.
Anyone know Hallmark’s background – is it sales and mktng BS or is he an engineer? Pray for the latter.
The cars are now good, but he’s a graceless and arrogant bully.
The turnover of talented, key staff is alarming.
Let’s see how long this one lasts – 18 months, tops?
And Bentley’s EV transition snafu, the culling of the W12 and 2023’s sales have displeased many on VWG’s board.
Hence, Hallmark departing with “mutual consent”.
Anyone know Hallmark’s background – is it sales and mktng BS or is he an engineer? Pray for the latter.
I've worked directly with him in his pre-Bentley days, and he's a great guy and extremely switched on, especially with regards to brand, transformation etc. One of the more memorable board members in my experience (for the right reasons mostly!)
Having said that, Bentley's "100" strategy seems to be having a few challenges at the moment, so who knows how this will play out....
You “suspected [sic] he wanted another challenge”? Very positive and on-message. But please checkout the true meaning of the euphemism, leaving by mutual consent.
And credit where credit’s due: a seasoned garment-trader such as ‘Sir Larry’ doesn’t throw money at anyone.
You “suspected [sic] he wanted another challenge”? Very positive and on-message. But please checkout the true meaning of the euphemism, leaving by mutual consent.
And credit where credit’s due: a seasoned garment-trader such as ‘Sir Larry’ doesn’t throw money at anyone.
The W12 thing… that feels speculative it might be a core part of their DNA but they sure as hell can’t manage an engine that needs an upgrade for future emissions (enrichment, euro7, co2 reduction etc) but isn’t share across the group at the same time as having to invest in EV
You “suspected [sic] he wanted another challenge”? Very positive and on-message. But please checkout the true meaning of the euphemism, leaving by mutual consent.
And credit where credit’s due: a seasoned garment-trader such as ‘Sir Larry’ doesn’t throw money at anyone.
The W12 thing… that feels speculative it might be a core part of their DNA but they sure as hell can’t manage an engine that needs an upgrade for future emissions (enrichment, euro7, co2 reduction etc) but isn’t share across the group at the same time as having to invest in EV
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