Bentley didn’t just launch a new grand tourer in Japan—it turned one of Tokyo’s most recognizable landmarks into its own billboard.
To mark the Japanese debut of the new Continental GT S, Bentley orchestrated a multi-day celebration that blended luxury with grassroots car culture, culminating in a dramatic takeover of Tokyo Tower. Bathed in Bentley’s signature green, the iconic structure served as the backdrop for the regional unveiling of the driver-focused coupe before an audience of more than 100 invited guests.
Parked beneath the illuminated tower sat the Continental GT S, joined by the car that inspired its sharper character: the new Supersports. But the high-performance flagship had already spent several days immersing itself in Japan’s legendary enthusiast scene before arriving at the night’s headline event.
Bentley’s specially prepared “Pymkhana” Supersports—the same machine driven by Travis Pastrana in the Supersports: FULL SEND film—made an appearance at the famed Daikoku Parking Area, one of the world’s most celebrated gathering spots for automotive enthusiasts. In a nod to Japan’s distinctive tuning culture, Bentley equipped the car with subtle green underbody lighting that echoed the accent colors of its motorsport-inspired livery and wheels, proving that even a six-figure grand tourer can appreciate a little aftermarket flair.
The following evening, the action shifted to Shinjuku, where Bentley partnered with creative director Mai Ikuzawa for an open “coffee and cars” event celebrating Tokyo’s remarkably diverse automotive community. Exotic supercars, meticulously restored classics, and heavily modified street machines shared the same space as Bentley’s latest models while owners traded stories over live music, food, and drinks.
Among the highlights was another Continental GT S wrapped in a striking livery inspired by the Hayabusa Shinkansen—the fastest bullet train service in Japan. Before arriving at the event, the bespoke Bentley made a stop at the world-famous Shibuya Crossing, where giant LED displays played footage from FULL SEND, giving unsuspecting pedestrians a preview of Bentley’s Tokyo showcase.
The celebrations reflected Bentley’s renewed emphasis on the sporting side of its grand touring lineup. While the Continental GT has long been known for effortless cross-country performance, the GT S adds a more focused personality with sharper dynamics and a more purposeful character aimed at drivers who want their luxury served with an extra dose of engagement.
“Japan has always been a strong market for Bentley,” said Dave Hayter, Bentley’s Regional Director for Asia Pacific. “As we continue to explore our more sporting side again, we were honoured to debut the new driver-focused Continental GT S to our most loyal customers with the unique event at Tokyo Tower. Having the FULL SEND Supersports with us made the occasion even more special, and our coffee and cars gathering in Shinjuku showed us that enthusiasm for Bentley continues to grow.”
With its Tokyo tour complete, the FULL SEND Supersports is heading back to the UK, where it will make its public homecoming at this year’s Goodwood Festival of Speed. After proving it could turn heads everywhere from Daikoku to Tokyo Tower, it’s safe to say Bentley’s most extroverted modern grand tourer won’t have any trouble stealing the spotlight on the hillclimb either.
Source: Bentley