Bentley’s new multi-year partnership with FAT International has begun not with a whisper, but with the crack of ice under racing tyres and the low, cultured thunder of W12 and V8 power echoing through the Austrian Alps.
At the 2026 FAT Ice Race in Zell am See, Bentley delivered one of the most expansive and immersive brand activations in the event’s modern history. Part motorsport theatre, part cultural statement, the weekend marked a decisive step in Bentley’s evolving role within contemporary car culture, blending heritage, performance, design and experience into a single frozen-stage debut.
Seven Bentleys formed the backbone of the activation, spanning dynamic competition cars, global production debuts and concept vehicles that hint at future directions for the marque. Together, they demonstrated a brand increasingly comfortable at the intersection of luxury, performance and creative expression.
At the centre of the on-track action was the global debut of the new Continental GT S, a driver-focused addition to the Continental family that combines the chassis dynamics of the GT Speed with Bentley’s 680 PS High Performance Hybrid powertrain. Entered in the exhibition class, the GT S was driven by French racing driver Laura Villars, cutting an assured figure on the ice and underlining Bentley’s intent to deliver engagement as well as elegance.
Sharing the frozen circuit was a car steeped in history rather than novelty. Car Zero of the Speed Six Continuation Series, specially prepared by Mulliner for the Ice Race, made a striking appearance driven by Mike Sayer, Head of Bentley’s Heritage Collection. The sight of this hand-built continuation model sliding across the ice served as a vivid reminder that Bentley’s past is not confined to museums, but remains alive, mobile and relevant.
One of the most crowd-captivating moments came in the Skijöring class, where a Bentayga Speed took on the uniquely demanding challenge of towing a skier at speed across the ice. Behind the wheel was broadcaster, journalist and long-time car culture figure Chris Harris, while Norwegian freestyle skier and Olympian Hedvig Wessel held the rope. The pairing delivered a blend of precision, spectacle and outright bravery that perfectly matched the Ice Race’s unconventional spirit.
Both the Continental GT S and the Bentayga Speed wore bespoke liveries created by automotive artist Deathspray, expanding on the visual language first seen on Bentley’s ‘Supersports: FULL SEND’ car. The designs added a raw, graphic edge to Bentley’s presence, reinforcing the brand’s willingness to collaborate beyond traditional luxury aesthetics.
Away from the track, Bentley used the Ice Race as a platform to introduce a bold new idea. The Bentayga X Concept made its global debut in Zell am See, offering a focused exploration of enhanced off-road capability within the Bentayga family. Developed in conjunction with FAT International, the concept features a 55 mm increase in ride height, a dramatic 120 mm wider track, off-road tyres and extended wheel arches that give it a far more purposeful stance.
The concept’s functionality was underscored by a roof-mounted storage system, which at the Ice Race carried a FAT Karting League go-kart alongside four powerful spotlights. It was a clear signal that this was not a purely stylistic exercise, but a serious proposal for customers seeking adventure beyond the tarmac.
Bentley’s static display completed the story. The Continental GT S from the track was joined by its convertible sibling, the GTC S, finished in Thunder and making its own global debut. Nearby stood a car already gaining cult status, affectionately known as ‘Mildred’. This lightly modified new Supersports was recently driven by Travis Pastrana for Bentley’s ‘Supersports: FULL SEND’ film, shot at the Dream Factory campus in Crewe for the brand’s own take on a Pymkhana-style performance showcase. Its first public appearance followed the film’s premiere in Dubai just weeks earlier.
Beyond the cars themselves, Bentley placed equal emphasis on experience. More than 250 VIP guests were welcomed into a purpose-built hospitality space known as the Bentley Green House, hosted by the brand’s Board of Management. Designed around the theme of Bentley Broadcast, the space fused the Ice Race atmosphere with Bentley’s long-standing connection to the world of audio.
Live DJs performed through a bespoke sound system, while guests received limited-edition vinyl pressings featuring a curated soundtrack inspired by the event. Even refreshment was approached with character, with the Joe & The Juice Bentayga, complete with an espresso machine in the boot, delivering warming coffee to Bentley’s paddock, supported by a full bar within the Green House itself.
Fashion also played a role in marking the partnership’s launch. An exclusive Bentley x FAT International jacket debuted at the event, designed by Bentley Creative Director Mai Ikuzawa. Finished in Bentley green and limited to just 125 examples, the jacket encapsulated the collaborative spirit of the partnership, blending automotive heritage with contemporary design.
The Zell am See activation is only the opening chapter. Bentley and FAT International will continue their collaboration later this month at the FAT Ice Race in Big Sky, Montana, before taking over FAT’s Mankei property in Austria for a full-day activation during the summer.
Reflecting on the partnership, Bentley Marketing Director Ben Whattam described it as a natural evolution of the brand’s global positioning. He noted that collaborations like this allow Bentley to redefine its place in modern car culture, using events such as the FAT Ice Races to demonstrate the full breadth of the marque. The development of the Bentayga X Concept, he added, shows how creative partnerships can lead directly to new product ideas, with more global activations planned throughout the year.
In Zell am See, Bentley did more than participate. It curated, collaborated and created, proving that luxury in 2026 is not just about refinement, but about relevance, experience and the confidence to leave fresh tracks on the ice.
