Bentley’s Love Letter To Its Customers

“You influence me for the better. You’re the object of my desire, the #1 Earthly reason for my existence. I love you very much.” This is an excerpt from a love letter written by Johnny Cash to his wife in 1994. Love letters have long been adored by folks for centuries, and the fascination could suggest that Bentley’s relaunch of its customer magazine serves as a love letter to its most loyal of customers.

“With W.O. Magazine, we wanted to shine a light on our extraordinary community of customers and enthusiasts, celebrating their stories and the shared passion for cars and the automotive world that brings them together,” says Ben Whattam, Bentley’s marketing director. “W.O. Magazine is a collectible piece in its own right, one that we are looking forward to seeing in the hands of our customers and friends of the brand.”

Bentley has reworked the periodical — named after Bentley’s founder — several times over the past 25 years. Its latest iteration is to place “owners and their stories at the centre, offering a considered way to engage with the people, ideas and experiences that make up the Bentley world.” Supporting this effort will be “leading creative voices and contributors” including Greg Williams (Bentley’s External Creative Director and VIP photographer), Kate Peck (a TV presenter and “acclaimed” writer), and Peter Grunert (editor of the magazine “Road Rat”), among others.

Each issue will center around an owner and his or her Bentley, “exploring the passions, careers, communities and experiences that exist beyond the car itself.” Issue 86, the first of the relaunch, features actor Billy Zane, known for such films as “Titanic,” “Back to the Future,” and “Sniper,” and his Bentley Turbo R. Other features include travels around the world and the people “whose lives and interests intersect with Bentley in unexpected ways,” curated stories on Bentley’s history, employees involved in Bentley craftsmanship and luxury, and more.

Considering that “print is dead,” the relaunch is also an opportunity for us paper fiends to see how a title can survive the current environment.

If you’d like a limited-edition copy of W.O. Magazine, you will have to make your way to the Automat Mayfair in London from August 28 to September 4, 2026. The restaurant will be transformed into a Bentley Newsagent for the week, “celebrating the location’s unique connection to the brand’s racing heritage.” After that, W.O. Magazine will be distributed directly to Bentley customers and community.