This is how Bugatti customers spec their cars

Some really take their time
by Tom Harrison | May 9, 2020
PHOTO: Bugatti
CAR BRANDS IN THIS ARTICLE

Bugattis aren’t like normal cars. Of course there’s an options list, a selection of colors, a few different designs of alloy wheel, and so on, but most owners go way beyond that. And given enough money, the carmaker will do pretty much anything they fancy.

More than two thirds of Divo owners have “customized” their cars in some way—with unique fabrics, special colors, and other little (or big) touches to make them unique. Bugatti has a team of 15 people whose job it is to help owners spec their cars, often at the Molsheim factory itself. The process, which also involves a designer and a technician, takes about five hours, but apparently, one chap took over a year to finalize his spec.

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“Some customers might know exactly what they want. But we also have customers whom we advise in detail—we work together with them and come up with suggestions,” says sales coordinator Anne Beynat.

“Customers often have their own ideas, such as family crests, national flags, their own logos, or special color schemes. We then try to implement the ideas in technical terms. Some customers choose the leather and color to match their handbag or their favorite pair of shoes.”

Of course, every Divo owner has “at least one Chiron,” so the designers already know roughly what they’re going to ask for. And as long as their wishes don’t “impair vehicle safety or change the Bugatti logo,” the company is happy enough to oblige.

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But such customization takes time—Bugatti says developing a new color can take up to four months, a new leather takes nine months to create, and new carbon trim takes up to 12 months because it “make[s] the same high demands in terms of materials and workmanship as with the standard configuration.” To satiate customers while they wait, Bugatti sends photos of the car every couple of weeks while their car is being developed and built.

In the past, customers have asked for their child’s footprints to be embossed into their leather interiors, for the name of their partner to be embroidered into the door panels, and for their interior to be embellished with crystals. But obviously, tastes differ—the company says customers from Asian markets tend toward unusual color combinations. Cars destined for the US and the Middle East are typically bright and eye-catching, while Europe favors “more reserved tones.”

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The four specs shown here are a taste of what’s to come from the 40-car production run, each of which is costing its owner well over €5 million (P273 million). The yellow/black car is a tribute to the old Type 55, “inspired by Ettore Bugatti’s favorite colors.” The silver/blue car has been spec’d to match the owner’s Chiron, the black/red/blue car (just look at that interior!) pays homage to the French flag, and the white/black is supposed to “emphasize the design idea of the Divo,” with a “sculptural” upper body and more technical lower.

Which one’s your favorite? And how would you go about spec’ing yours?

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NOTE: This article first appeared on TopGear.com. Minor edits have been made.

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PHOTO: Bugatti
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