Yes, it's a concept car, but already mouths are watering, and chequebooks are being flashed around the world as Bentley enthusiasts wait for the go-ahead to series production.
Even though there's no powertrain details, or any technical specs, the would-be buyers are already lining up.
Regardless of which engine powers the beast, it features Bentley muscularity and a very aggressive front end, following the theme of its big brother, the Continental GT.
My good friend, Georg Kacher, Europe's leading automotive writer had a brief pre-Salon drive of the EXP 10, and pronounced it a must-have sports car.
Designed by Bentley Motors' new Director of Design, Luke Donckerwolke and designer Yangsup Lee, it's just a shade bigger than an Aston Martin Vantage.
I can't add information via captions, so you just get the photos from Geneva, and Georg's short drive.