Bentley has staged a multi-day celebration in Tokyo to mark the regional debut of two new two-door models: the driver-focused Continental GT S and the more extreme Supersports. The centrepiece was a Saturday night illumination of the iconic Tokyo Tower, which was bathed in Bentley green with the brand’s emblem projected onto the viewing deck.
Beneath the tower, Bentley hosted more than 100 VIP guests for the Japanese debut of the Continental GT S. The Supersports was present alongside it, specifically the Pymkhana car driven by Travis Pastrana in the Supersports: FULL SEND film released earlier this year. The pairing was deliberate: the Supersports is positioned as the car that inspired the GT S, and having both together made the relationship between the two models clear.
The event was organised in collaboration with Cornes Tokyo, Bentley’s long-standing retail partner in Japan.
The Tokyo Tower evening was the culmination of several days of activity. Earlier in the week, the Supersports appeared at the Daikoku car meet, one of Tokyo’s best known informal gatherings, held most Thursday, Friday, and Saturday nights. For the occasion, the car was fitted with underbody illumination glowing soft green to match its livery, a nod to Japan’s deep rooted car modification culture, and one that really got me going.
The following evening, Bentley hosted an open event in Shinjuku in collaboration with Creative Director Mai Ikuzawa. A live DJ, free food and drinks, and an eclectic mix of supercars, classics, and modified vehicles drew a broad crowd. One Continental GT S wore a wrap referencing the Hayabusa Shinkansen, Japan’s fastest bullet-train service, and made a separate appearance at the famous Shibuya crossing, where large LED screens played an edit of the FULL SEND film.
Japan has historically been a strong market for Bentley, and the scale of this activation suggests the brand is investing seriously in reinforcing that relationship. The choice of venues, like a public car meet, an open street event, a national landmark, points to an effort to reach beyond the existing customer base and build broader awareness around Bentley’s renewed sporting direction.
The Continental GT S and Supersports both represent a more performance-oriented chapter for the brand, and Tokyo provided a fitting backdrop: a city with genuine enthusiasm for high-performance and bespoke vehicles at every level of the market.
The FULL SEND Supersports has now returned to the UK, where it is scheduled to make its British public debut at the Goodwood Festival of Speed.
