Bentley Motors has appointed Dave Hayter as Regional Director for Asia Pacific, bringing nearly four decades of experience with the luxury marque to oversee operations across key markets including Australia.
Hayter will lead brand, commercial and network activities across the region’s 27 retailers, working closely with Bentley’s global sales and marketing organisation from the company’s Singapore base.
The appointment comes at what Bentley describes as a pivotal moment for regional growth, with Hayter tasked with overseeing operations across established luxury markets and emerging territories throughout Asia Pacific.
Earlier in his career, Hayter played a key role in establishing Bentley’s Asia Pacific National Sales Companies in Singapore and South Korea, providing him with long-standing insight into the region’s luxury customer base and evolving retail landscape.
Throughout his tenure, he has held senior leadership roles across the Middle East and Asia, supporting new market entries, distributor development and the launch of dedicated Bentley facilities.
Christophe Georges, Board Member for Sales and Marketing at Bentley Motors, says Hayter brings a combination of commercial expertise and deep customer understanding to the role.
“Dave brings a rare combination of commercial acumen, deep understanding of our customers, and an instinctive appreciation of Bentley’s values,” Georges says.
“In this new role, he will be instrumental in aligning regional growth, our retailer network, and the client experience with Bentley’s long-term vision for sustainable, ultra-luxury mobility across Asia Pacific and beyond.”
Hayter says he is looking forward to returning to the Asia Pacific region after spending much of his career with Bentley at the company’s Crewe headquarters.
“Having spent much of my career with Bentley in Crewe, it is a privilege to return to the Asia Pacific region and lead our business at such an exciting moment for the marque,” Hayter says.
“This dynamic region offers tremendous opportunities, and I look forward to building on our strong partnerships and ensuring every client experiences Bentley’s evolving story in design, technology, and sustainability firsthand.”
Hayter succeeds Nico Kuhlmann, who left the business in November 2025.
Bentley Motors is officially represented across Asia Pacific in Australia, Cambodia, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand, the Philippines and Vietnam.
The luxury marque is owned by the Volkswagen Group and manufactures five bespoke models from its Crewe facility: Continental GT, Continental GT Convertible, Flying Spur, Bentayga and Bentayga EWB.
The company’s Beyond100+ strategy promises to transition the marque to become exclusively electric in the future as part of its commitment to sustainable luxury mobility.
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