On this episode of the playbook, I have the president and CEO of Bentley America,

the name that represents class. And we're going to talk about how imitation is the greatest

form of flattery. Join me for all this and more on the playbook.

What made them champions on the field and in the boardroom?

I'm your host, David Meltzer. I have one of my favorite companies in the entire world,

and I am a big flying spur fan myself, but Kristoff George, he's the president in CEO of Bentley

Americas. I think it's the epitome of class and performance here in America when it comes

in the automobile industry. Welcome, Kristoff to the playbook. Thank you very much, David.

I'm very happy to be with you today. Oh, I'm so excited because I've always wondered how a

classic brand, one that represents luxury, especially here in America, the highest echelons of class

and quality, how you deal with all of the different transformations in America with the issues

that you have with sustainability, and especially with the new electrification of vehicles.

There seems to be a challenge for the luxury brands to allow themselves to utilize

in a less mass market, the idea of sustainability, but it seems like, once again, Bentley's leading the

way, what are your plans or road to the electrification of Bentley? Yes, in terms of transformation,

it does not only affect the luxury, so it is probably the biggest transformation ever in

the automotive world, leading to more sustainability, and we are not immune for it,

but rather of being reactive, what we want to achieve is a clear leadership position

as a luxury mobility company in this sector by 2030. And this will happen step by step.

Our goal is by 2030, all our product lines will be fully electric, but in between, we will start

by offering a hybrid derivative in each of our market sector for each of our product range

for you. This will happen by 2025, and 2025 will be the date for the year where we are going to

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