When most people talk about Bugatti, they bring up the Veyron or the recently-teased successor to the Veyron, the Chiron. However a super high-end automaker like Bugatti could potentially gain market share and increase profits by offering a sedan or SUV, possibilities Car & Driver recently discussed with Bugatti CEO Wolfgang Dürheimer at the Pebble Beach Concours d’Elegance.
According to Dürheimer, a Bugatti sedan or SUV could work, however the company isn’t interested in such model variations. The automaker has earned a unique type of brand perception since first introducing the Veyron 10 years ago, and are now being careful not to throw it out the window.
“Bugatti is ultra-sharp,” Dürheimer said. “We are positioned at the very top of the automotive market. We don’t intend to change our brand perception and our market position. We will remain ultra-sharp and at the very top.”
Part of the problem of a Bugatti sedan or SUV would be the price, Dürheimer explained. The company currently sells cars for $1 million and above, and a seven-figure sedan or SUV may be a hard sell as opposed to seven-figure super sports car.
“If you look at the last Veyrons, we sold them all above two million dollars—you can’t do this in all segments,” said Dürheimer. “The supersports cars, they are all two-seaters. There is no SUV and there is no four-door sedan. For this reason, the position of the Bugatti will remain extremely sharp.”
For now, Bugatti’s focus is on the successor to the Veyron. Dürheimer confirmed the new car will be built in much the same vein as the Veyron but will more track capable and will also have a higher top end speed. There’s whispers it could arrive as early as the Frankfurt Motor Show next month, so you’d be smart to keep a sharp eye out for Bugatti news in coming weeks.
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