Bentley opened a new chapter in modern car culture on frozen ground, launching its multi-year partnership with FAT International at the FAT Ice Race in Zell am See, Austria. Set against alpine ice and winter sport heritage, the activation positioned Bentley not just as a luxury marque, but as a cultural participant — blending performance, design and experience into a single, immersive statement.
Seven Bentleys formed the centrepiece of the weekend, with three vehicles taking to the ice track itself. Among them were two global debuts: the Continental GT S and the GTC S, unveiled publicly for the first time in Austria. The setting underscored Bentley’s intent — performance without compromise, even in the most demanding environments.
Driven in the exhibition class by French racing driver Laura Villars, the new Continental GT S showcased a driver-focused character, pairing the dynamic chassis of the GT Speed with Bentley’s 680 PS High Performance Hybrid powertrain. Alongside it, heritage met ice as Car Zero of the Speed Six Continuation Series, specially prepared by Mulliner, was driven by Bentley Heritage Collection Head Mike Sayer.
The spectacle continued in the Skijöring class, where a Bentayga Speed piloted by broadcaster and automotive authority Chris Harris towed Norwegian freestyle skier and Olympian Hedvig Wessel across the frozen course. The pairing delivered one of the event’s most striking moments, reinforcing Bentley’s balance of capability and theatre.
Several of the dynamic cars wore bespoke liveries by automotive artist Deathspray, referencing the visual language developed for Bentley’s recent Supersports: FULL SEND project. Making its first public appearance was the lightly modified Supersports driven by Travis Pastrana — the same car used to film Bentley’s most audacious performance release to date at the marque’s Dream Factory in Crewe.
Away from the ice, Bentley revealed the Bentayga X Concept, a new off-road-focused proposal for the Bentayga family. Developed in collaboration with FAT International, the concept features a raised ride height, widened track, off-road tyres and extended wheel arches. A roof-mounted storage system — carrying a FAT Karting League go-kart and powerful spotlights — completed its Ice Race debut.
Hospitality played an equally important role in Bentley’s presence. More than 250 VIP guests were hosted in a purpose-built Bentley Green House, designed around the theme Bentley Broadcast — a fusion of motorsport culture and the brand’s heritage in audio craftsmanship. Live DJs, bespoke sound systems and limited-edition vinyl records created a space that felt closer to a cultural installation than a traditional paddock lounge.
Flanking the hospitality area, static displays included the GTC S finished in Thunder paintwork and “Mildred,” the Supersports hero car from FULL SEND, which first premiered in Dubai earlier this year. Coffee was served from the Joe & The Juice Bentayga — complete with an espresso machine in the boot — adding warmth to an otherwise icy weekend.
The event also marked the debut of an exclusive Bentley x FAT International jacket, designed by Bentley Creative Director Mai Ikuzawa and limited to just 125 pieces. Finished in Bentley green, the garment symbolised the partnership’s blend of craftsmanship, culture and collectability.
Bentley’s collaboration with FAT International continues later this month at the FAT Ice Race in Big Sky, Montana, followed by a summer takeover of FAT’s Mankei property in Austria. As the marque expands its presence beyond traditional automotive spaces, the message from Zell am See was clear: Bentley is redefining its role in contemporary car culture — and it’s doing so at full send.
