British luxury automaker Bentley Motors underscored the significance of the Chinese market with world premiere of three new models at the ongoing Auto Shanghai 2025.

The models are the Azure variants of the Continental GT, Continental GT Convertible and the Flying Spur.

The new Azure models mark the arrival of Bentley's new high performance hybrid powertrain, which unites an advanced 4.0-liter V8 engine and a powerful electric motor to develop a maximum output of 680 horsepower and a peak torque of 930 Newton meters.

Highlighting efforts to cater to the Chinese market, Frank-Steffen Walliser, chairman and CEO of Bentley Motors, said: "These new models fit very well with our customers' demands."

In an interview with China Daily, Walliser emphasized that China is one of the most important markets for Bentley, where it is a leader in the luxury segment.

The Chinese auto market is thriving, as local brands launch models priced above 1 million yuan ($137,000) with cutting-edge technologies to woo customers.

Walliser said: "These cars and the technology coming from China are really inspiring. There is a lot of creativity behind it and there's a lot of technological know-how behind it that is really driving the automotive world."

But he added: "We don't consider them as direct competitors because for a luxury brand, you need more than just technology and a spec sheet; you need a brand."

"Bentley keeps a very close look at these trends when making decisions about the technology we will bring to our cars," he said.

Bentley is enhancing its localized digital solutions, such as the "My Bentley App Studio", which integrates popular Chinese navigation, streaming and payment services into its vehicles to meet customer demand.

Walliser also confirmed plans to launch a fully electric model. "We are preparing a new model line," he said, noting that the fully electric vehicle is expected in 2027.

"It's a totally new model that will not replace an existing car. We have a plan to go fully electric by approximately 2035," he added. He emphasized that the electric drivetrain "fulfills all requirements of a Bentley".

As an automaker with 106 years of history, Bentley's luxury status is not just about power output, said Kim Airey, managing director of Bentley Motors Chinese mainland, Hong Kong and Macao.

He highlighted that the true luxury experience comes from technology in the manufacturing process, and the craftsmanship and design of the cabin, adding that authenticity and exclusivity are key elements valued by Bentley customers.

Talking about market fluctuations, Walliser said Bentley will not push cars into the market by giving discounts to achieve volume. "We will stay with our principles and we will protect our brand," he said.

Addressing challenges such as tariffs, Walliser said that unlike brands from volume segment where automakers can shift manufacturing bases, Bentley's small-volume production model ensures manufacturing will remain in the UK.