We can't say "Good news" about Bugatti's next hypercar

Bugatti CEO Stephan Winkelmann confirms the next model is still a long way off

42w ago

Things are changing rapidly for Bugatti, partly because of the ongoing global crisis but also because of internal dynamics. Not that long ago, when Bugatti unveiled the Chiron Sport “110 ans Bugatti” and the La Voiture Noire at the 2019 Geneva Motor Show, the company's CEO Stephan Winkelmann confirmed they were considering expanding the brand's line-up with more models but in a recent interview, Mr Winkelmann said those plans are now on hold. "We had talks about a second-model lineup," Winkelmann said. "This was now blocked due to the coronavirus crisis; we're not talking about what's coming next".

A combination of factors is forcing big car groups to revise their plans. Profitability is a key issue and world governments are pressuring car makers to accelerate the transition to electric mobility. As things stand, Bugatti doesn't sell any hybrids or EVs and VW is considering selling the brand to Rimac in exchange for shares of the company. Rimac is partly owned by Porsche and Porsche, which uses Rimac battery technology for the Taycan, is in turn tightly linked with the VW Group.

Then there's the question of good old business competition. Bugatti only builds 7-figure hypercars for customers with high purchasing power - the average customer owns 42 cars* - and they've been operating in a league of their own for a very long time because competition only came from the occasional limited edition cars made by Ferrari or Lamborghini or Porsche but high-performance electric hypercars like the Lotus Evija are also going to play a crucial role in the market from now on.

On the bright side, while it's possible that Bugatti will have to worry about all of that tomorrow, they're certainly doing more than fine today. Winkelmann also said that Bugatti is potentially looking at their best year yet, with "70 to 80 percent of next year's output already sold", so whatever lies ahead can wait.

*based on 2019 market research. Source : CNBC / The Drive

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Comments (13)

  • Good article however the waters are muddy going forward. They might have accounted for 2021 orderbook but suspect this was committed before the pandemic to people who are not impacted by the pandemic.

    I think 2022 might be harder without lots of specials and VW are having to plan accordingly.

    The problem with electric cars is anyone can make a fast one which has been Bugatti’s USP, now they’ll have to trade on brand and quality and that’s a harder sell at Bugatti prices. £2m above other hyper cars for a flash interior?? Not so sure.

      9 months ago
    • Yeah anyone can make a sedan or even a minivan or a truck with ridiculously fast acceleration but not high speed. Soo maybe Bugatti will develop an EV with the highest speed.

        9 months ago
    • We’ll see what happens.

        9 months ago
  • God I hope it’s electric

      9 months ago
  • The world is changing ... at hyper speed ... Bugatti may as well make their next hyper car a hybrid ... why not. “Roll with Change or Die” ... I say.

      9 months ago
  • Imagine how heavy an electric Bugatti will be , it will weigh more than the moon.

      9 months ago
  • A Bugatti EV is a fucking terrible idea. (Let’s just go and ruin one of the greatest brands of all time.)

      9 months ago