Bugatti’s ‘Sky Is the Limit’ Strategy of $13 Million, One-Off Supercars
Design head Frank Heyl talks about the burgeoning market for eye-poppingly expensive cars—and how this is just the beginning for Bugatti.
Stephan Winkelmann, chief executive officer of Bugatti Automobiles SAS, introduces the $18.9 million Bugatti La Voiture Noire at the Geneva International Motor Show on March 5.
Photographer: Stefan Wermuth/BloombergLamborghini’s SC18 Aventador is a one-of-a-kind supercar created from a blank sheet of paper, hand-in-hand between Lamborghini chief designer Mitja Borkert and its anonymous buyer. Unveiled late last year, it was the first of what will be a growing number of multimillion-dollar commissions from the Bologna, Italy-based brand, according to Maurizio Reggiani, Lamborghini’s chief technical officer.
Bugatti, a Volkswagen AG brand, is also making multimillion-dollar one-off cars for the world’s supremely wealthiest collectors. Witness the Bugatti La Voiture Noire, a $12.5 million ($18.9 million, counting taxes) beast that debuted at the Geneva Motor Show earlier this year and that retains the title of most expensive new car ever sold. It will be delivered to its (also secret) owner by the end of 2021.