Bugatti's Updated Business Approach: Aim for Greater Exclusivity
A Type 57 SC Atlantic and Chiron Super Sport, a unique Bugatti we encountered in 2023. Bugatti
Get The Drive’s daily newsletter
The latest updates on cars, reviews, and features.
Bugatti, one of the most extreme high-end luxury automobile manufacturers in the world, is set to unveil a new vehicle called Solitaire this week. The name is quite apt, as it will mark the first car in the brand's new “ultra-exclusive program of one-of-one vehicles.” Forget about assembly lines; we are returning to bespoke craftsmanship for royalty.
There’s no sign that Bugatti's current lineup, which is essentially handcrafted, is coming to an end, but it appears the French brand intends to focus more on one-off models based on today’s announcement.
This change is not arbitrary. Bugatti has been creating unique designs since its inception, and indeed, some of its most remarkable vehicles were conceived to outshine coachbuilders during the heyday of the custom car industry. A prime example of this is the Type 57 SC Atlantic, envisioned by Jean Bugatti as a work of art on wheels, a status it rightfully maintains to this day.
As an average road user, I find Bugatti's claim of crafting not merely a car but a “celebration of grace and elegance” somewhat cringe-worthy. However, as an admirer of exquisite art and imaginative engineering, I can't help but be eager to see what Bugatti's team will produce.
Currently, this is the only teaser image of the Solitaire we have seen. Bugatti
Without the constraints of mass production, designers and tuners have plenty of freedom to unleash their creativity.
A return to bespoke craftsmanship (a refined term for custom one-off cars) seems appropriate for this period in history, as we appear to be moving back towards Gilded Age economics with a select few individuals amassing wealth to the point where a standard base-model Bugatti just won't suffice. Alternatively, there may soon be a greater demand for a single $5,000,000 vehicle than for ten $500,000 ones.
We’ll find out precisely what Bugatti is developing and receive more information about the Solitaire this Thursday, August 7.
Have a tip? Contact us at [email protected].
Other articles
World's Most Prolific Car Designer Claims 'Safety Is a Luxury' Following Rollover Accident
Giorgetto Giugiaro, 87, emerged unscathed from a severe accident in his Land Rover. He expresses concern that a typical car likely wouldn't have held up as well.
You can own Prodrive’s Subaru WRC Homage for a cool million dollars.
While it may resemble the legendary 22B, Prodrive's P25 is actually a contemporary rally vehicle at its core.
WRX Sales Are Plummeting, Should We Consider a Mercy Kill? | Carscoops
Sales of the rally-inspired sedan dropped by 67 percent in July, resulting in only 457 units sold.
A Third Of BMW's Upcoming SUV Is Composed Of Recycled Materials | Carscoops
In its inaugural Neue Klasse model, BMW is prioritizing the use of "green" materials to the greatest extent feasible.
His Highlander Was Taken, Now 13 Automakers May Face Consequences | Carscoops
An expanding class action lawsuit in Canada alleges that major car manufacturers did not inform consumers about security vulnerabilities that facilitated thefts alarmingly easily.
Elon Musk Acquired $29 Billion to Remain Engaged with Tesla | Carscoops
The car manufacturer thinks this will assist in keeping Elon concentrated on his position at Tesla.
Bugatti's Updated Business Approach: Aim for Greater Exclusivity
This week, Bugatti is set to unveil a new "ultra-exclusive program featuring one-of-a-kind vehicles."