"I have built a supercar brand for a century, but launched an SUV?" This may be the reaction of everyone after some super luxury sports car manufacturers launched SUVs in recent years.
Since Porsche launched Porsche Cayenne in 2003, and was the first to taste unprecedented sweetness, in the past twenty years, many brands that originally only manufactured sports car or high-performance cars have launched their own SUV models. Among them are super luxury brands such as Maserati , Aston Martin, Bentley, Rolls-Royce and Lamborghini .
However, recently, the top supercar manufacturer Bugatti , which is owned by Volkswagen, said that SUVs and electric models will not be launched in the next 10 years. The reason why Bugatti suddenly announced this is because there was news that Bugatti was considering launching a purely electric SUV. To this end, Bugatti believes that it is necessary to make clarifications to ensure the unique charm and positioning of its brand.
Bugatti official said that exclusiveness is a very important attribute of Bugatti as a top supercar. If SUVs are launched, it will inevitably reduce the status and tone of the Bugatti brand in the minds of consumers. Scarcity and uniqueness are the way for super luxury brands to survive.
In addition, Bugatti's design director Achim Anscheidt also said that Bugatti had been having certain ideas about launching its second model, but later considering the scarcity of the brand and Bugatti's position in the car circle, he believed that this idea was not necessary. Even if the second model will be launched in the future, we will be very cautious and will never affect Bugatti's brand value because of this.
Previously, Volkswagen Group announced the sale of Bugatti shares. Volkswagen's subsidiary Porsche announced a cooperation with Croatia electric sports car company Rimac, planning to establish a super electric sports car manufacturer Bugatti-Rimac.
The two parties have issued public statements that they will continue to produce their original models and retain production facilities, and jointly develop new electric super sports cars. In addition, Bugatti officially announced that it plans to launch hybrid and pure electric models within ten years.
Although Bugatti repeatedly stated this time that there will be no SUVs in the next ten years, everything has variables. Previously, , Ferrari, , also like Bugatti, officially announced that it would not create "ugly" SUVs.
Although there were many news at that time that Ferrari had plans to develop an SUV. But considering the arrogant personality of the old man Enzo and Ferrari's always strong style, how could he bow his head to capital? Unexpectedly, reality slapped in the face.
Seeing that all the competitors, especially Lamborghini, have made a lot of money, Ferrari can no longer hold on to his own mind. Just recently, Ferrari announced its first SUV model. Although the official used a lot of words to conceal the fact that it built its own SUV, who could refuse in the face of the temptation of money and market recognition?
I wonder if Bugatti will join such a ranks in the next ten years?
