Bugatti's Transformation into a Hyper-Luxury Brand

Introduction to Bugatti's New Direction

Bugatti has announced its aim to become a ‘hyper luxury brand’, shifting the focus from performance and record-breaking top speeds. The new logo, revealed by the French marque, is bolder and retains founder Ettore Bugatti's initials. A “modern” typeface and a new Bugatti Blue color are also part of the rebranding efforts.

The Shift from Performance to Luxury

The French carmaker is witnessing a gradual shift in the market from performance to luxury cars. To remain relevant, Bugatti is evolving beyond being an exclusive hyper sports car manufacturer to become a broader-reaching luxury brand.

New Logo and Corporate Identity

The Molsheim-based hypercar maker claims that the new logo will give Bugatti a “bolder, more self-confident, more modern, more progressive” identity for its future.

Bugatti has stated that this new logo will not replace the old one on its current cars; it will only be used at dealerships, events, and on its website and social media channels. The new Blue color will soon be available as an option for Bugatti buyers for their cars.

Insights from Bugatti’s Management

Hendrik Malinowski, Managing Director for Sales and Marketing at Bugatti Automobiles, stated:

“We did not just create a new look and feel. We analyzed where we came from, the historical connections we referenced when re-installing the brand and the Veyron in the 2000s. We evaluated how the Chiron changed Bugatti's positioning and brand appeal, and how the world changed during the last 10 years. Don’t forget, at the time the Veyron came out, the iPhone did not yet exist.”

Future Expectations for Bugatti

With a new logo and corporate identity, we expect Bugatti to unveil even more exciting cars. This time, however, the focus won’t be on breaching top speed records like the Chiron and Veyron, but rather on their goal to “Create the Incomparable” in the hyper-luxury segment.