Create The Incomparable: French Behemoth Bugatti Announces Its New Corporate Image

Molsheim:

"Create the Incomparable": These three words form the basis of Bugatti's new corporate identity and corporate style, reflecting the company's raison d'être as it transitions from an iconic hyper sports car maker to a broader hyper luxury brand.

Bugatti Automobiles, headquartered in Molsheim, France, has been at the summit of the automobile business for over 110 years, producing the world's most powerful and elegant vehicles. Since Ettore Bugatti started the firm in 1909, every automobile produced has been coveted by collectors and admired for its comfort, drivability, design, technology, and dependability. In the 21st century, Bugatti continues to honour the heritage of Ettore Bugatti and his son, Jean Bugatti, with models such as the Veyron, Chiron1, and coach-built vehicles such as the Divo2, Centodieci3, and La Voiture Noire4.

However, as the globe and its industries evolve, so does Bugatti. The company from Molsheim is transitioning from a hyper-exclusive sports car maker to a more inclusive luxury brand. To do this, Bugatti is extending its portfolio outside the car industry and mastering new automotive technologies. The new corporate identity and corporate design of Bugatti are integral to this progression.

Hendrik Malinowski, Managing Director of Sales and Marketing at Bugatti Automobiles, explains, "We did not only construct a new exterior design. When re-establishing the brand and the Veyron in the 2000s, we made extensive reference to the brand's historical relationship. How has the Chiron altered Bugatti's posture and brand appeal? How has the world changed over the last decade? Remember that when the Veyron was released, the iPhone did not exist."

The result is a corporate design that is bolder, more self-assured, more contemporary, and more progressive, and thus matches Bugatti's current status and future development far better.

Ettore Bugatti's philosophy, "If comparable, it is no longer a Bugatti," is a constant throughout the company's history; every Bugatti product is a one-of-a-kind piece of art, and every client has a really one-of-a-kind experience.

Bugatti's new corporate identity is an additional step toward realising its development potential as a cutting-edge French brand that cultivates intimate customer connections and redefines the ultra-luxury market. Bugatti's new corporate design is entrenched in the brand's illustrious history, as seen by the brand's new signature colour, Bugatti Blue, which alludes to its French roots, and Ettore Bugatti's distinctive letters, EB. Bugatti's new corporate look and feel has been partially introduced to Bugatti's dealer partners and will be progressively introduced to the general public, beginning with a logo update on social media platforms, new stationery, and a revamped event setup.

Hendrik Malinowski asserts, "Technologically, we are on the correct track to advance the brand, with aggressive actions that will maintain us in the lead." With the new CI/CD, we will use iconic touchpoints and activations to bring the brand's image in line with its technical incomparability."

Bugatti has partnered with Interbrand, a world-leading branding consultancy with a 45-year track record of forging new brand identities for some of the world's most iconic names, to create the ideal corporate identity and corporate design to propel the company into the next chapter of its illustrious history.

Linda Marquardt, head of strategy at Interbrand, said, "Bugatti's new corporate identity and corporate design encapsulates the brand's famous legacy, allowing space for its distinctive aspects, such as the 'EB' emblem, while simultaneously extending the brand to a whole new world of luxury experiences. This is a momentous occasion for a brand that once again defines its own league."