2028 Bentley Bentayga might not be ugly anymore.

Over the years, I have described the Bentley Bentayga as Ghastly. But also “hideous”, “grotesque”, “revolting “, or even “ugly”. To me, its busy, convoluted design feels like the exact opposite of what a Bentley should represent: elegance, restraint, and timeless presence rather than visual excess.

What bothers me most is how the design seems overworked, as if every surface had to justify its existence. Instead of the clean, confident lines you’d expect from a heritage luxury brand, the Bentayga has always looked clumsy, fussy, and unresolved. It lacks the effortless sophistication that defines truly great automotive design.

Of course, I seem to be in the minority. The Bentayga has been a massive success for Bentley, becoming its best-selling model. In 2023 alone, more than 5,500 units were produced, following an even stronger year in 2022 with over 7,300. Clearly, buyers see something I don’t, perhaps valuing presence, luxury, and performance over design purity and just plain class.

Now, after more than a decade, Bentley finally appears ready to introduce a replacement. Early illustrations suggest something far cleaner and more restrained, with fewer unnecessary details and a more modern stance. But while it may be easier on the eyes, it also seems to lack any type of personality. It looks more like a generic brick with a Bentley front end. It feels safer, yes, but also less distinctive. Again, not quite what I think the brand should aim for.

Looking ahead, Bentley is preparing to launch its first fully electric vehicle next year in the form of a new, slightly smaller SUV. This model will mark a major turning point for the brand, signaling a shift toward electrification while attempting to maintain its identity in a rapidly changing market. The next-generation Bentayga itself won’t go fully electric just yet; instead, it’s expected to adopt a plug-in hybrid powertrain and share its platform with the upcoming Audi Q9.

Bentley has also revised its broader electrification strategy. Rather than becoming a fully electric brand by 2030, the transition will now take longer, reflecting both market realities and the challenges of maintaining luxury credentials in the EV era. The first EV SUV will debut later this year, with a second fully electric model expected almost four years later. In the meantime, Bentley will rely heavily on plug-in hybrids, including the next-generation Bentayga. Which is currently slated for a 2028 release. It’s a cautious evolution, but perhaps a necessary one.

We’ll see…