Bentley veteran lands Asia Pacific role

Bentley Motors has announced the appointment of Dave Hayter as regional director for Asia Pacific.

Hayter, pictured, brings nearly four decades of experience with Bentley to the role and will oversee all brand, commercial and network activities across the region, which includes 27 retailers, in collaboration with Bentley’s global sales and marketing staff. 

Earlier in his career, he played a key role in establishing Bentley’s Asia Pacific national sales companies in Singapore and South Korea, giving him long-standing insight into the region’s luxury customer base and evolving retail landscape.

He has also 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: “Dave brings a rare combination of commercial acumen, deep understanding of our customers, and an instinctive appreciation of Bentley’s values. 

“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 adds: “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. 

“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 first-hand.”

He succeeds Nico Kuhlmann, who left the business in November 2025.