bugatti! -- 2/16/24

Today's selection -- from Iconic by Miles S. Nadal and Ken Gross. The fate of the iconic Bugatti brand:

“Bugatti was founded in 1909 in the town of Molsheim, in the Alsace region of France, along the Swiss and German borders. Specializing in building fast cars, Italian-born founder Ettore Bugatti built some of the most legendary racecars of the 1920s and 1930s. His finest creation, the 57SC Atlantic, was created in conjunction with his talented son, Jean. Only four were ever made, one of which belongs to iconic fashion designer Ralph Lauren. 

“Unfortunately, financial problems forced the Bugatti family out of the auto industry shortly after the end of World War II. But that wasn’t the end of the Bugatti story. After several failed attempts to revive the brand, it was purchased by the Volkswagen Group, who were looking for an elegant brand with serious competition history. VW chairman Ferdinand Piech immediately announced a bold plan to build a 1,000-bhp, 250-mph supercar. The seeds for the Veyron were sown. 

Bugatti Veyron Fbg par Hermès

“Named after Pierre Veyron, a top driver for the Bugatti factory team in the 1930s, the Veyron was an audacious mechanical marvel that easily lived up to its promotional hype. The technical specifications are remarkable, even today. Equipped with four turbochargers, its alloy mid-mounted eight-liter V16 produces 1,001 bhp and 992 foot-pounds of torque. The transmission is a seven-speed, dual-clutch DSG with launch control that can be operated manually or automatically. Zero to 60 mph is achieved in 2.5 seconds and top speed clocks in at 253 mph. 

“‘What Bugatti has done with the Veyron is altered the accepted parameters of car manufacture,’ said noted author Martin Roach. Bugatti planned to build three hundred examples—and they sold them all. This car was purchased from Bugatti Beverly Hills by American Idol star Simon Cowell, who drove it only 1,300 miles before trading it in, whereupon it became the first certified pre-owned Bugatti in a special new program.”



Miles S. Nadal, Ken Gross


Iconic: Art, Design, Advertising, and the Automobile




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