Bentley appoints Guillaume Chabin as Head of Sales – Europe

• Guillaume Chabin to rejoin Bentley Motors as Head of Sales – Europe
• Brings more than 30 years of senior leadership experience across luxury and high-performance automotive brands

(Munich, 29 January 2026) Bentley Motors has announced the appointment of Guillaume Chabin as Head of Sales – Europe. Guillaume will report into Richard Leopold, Regional Director, EMEA and will assume responsibility for all European sales operations.    

Guillaume rejoins Bentley with over 30 years of experience in the European automotive industry, having held senior leadership positions at some of the world’s most prestigious luxury and performance brands, including Bentley Motors, Ferrari, Lotus and Mercedes-AMG. Most recently, he led direct sales at Mercedes-AMG, including responsibility for the AMG ONE hypercar project.    

Guillaume previously spent nearly a decade at Bentley Motors, where he played a pivotal role in the expansion of Bentley’s European sales and retail network, contributing significantly to the brand’s growth following the launch of the Continental model range.    

Commenting on his appointment, Guillaume Chabin, said:    

“Bentley is a brand I know well and deeply admire. I am delighted to return at such an exciting time in its journey. Bentley’s commitment to craftsmanship, performance and sustainable luxury is truly inspiring, and I look forward to working closely with our retailer partners and teams across Europe to further strengthen the brand and deliver exceptional customer experiences as part of the Beyond100+ strategy.”

In his new role, Guillaume will be responsible for driving sales performance across Europe, strengthening retailer partnerships, and leading high-performing, multi-cultural teams with a strong focus on customer-centric strategies and brand excellence. Fluent in English, German, Italian and French, Guillaume brings a deep understanding of European markets and luxury customer expectations.

Richard Leopold, Regional Director EMEA, added:    

“I am very pleased to welcome Guillaume back to Bentley Motors. His extensive experience across luxury and high-performance brands, combined with his proven ability to lead complex European sales organisations, makes him ideally suited to this role. Guillaume’s deep understanding of our brand, our customers and our retailer network will be instrumental in strengthening Bentley’s presence across Europe and supporting our ambitious growth plans.”

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