Bugatti has long-established themselves as the best of the best in the car world. They’re what Michael Jackson was to pop music. They’re what Michael Jordan was to basketball. Let’s just say if the Bugatti brand had a first name, it would be Michael. Excellence. Defined. And now they’ve gone and sold out of their newest creation, the Bugatti Divo – valued at a cool $8 million of which someone has already written off.
Bugatti – A History Born in Artistic Excellence
Bugatti’s founder’s first name wasn’t Michael, it was Ettore. Ettore viewed his vehicles not as productions, but creations. Bugatti then – as it is now – was known for detailed engineering and artistic nature. Ettore, in 1909, formed the building blocks of a company renowned for its excellence.
Ettore Bugatti is tied in with the mythos and ethos of his brand today. His name carries with it mystique and the artist’s obsessive pursuit of perfection. The brand is an enigma in the world of car design, an enigma that fans and consumers alike yearn to be a part of.
In 1998, it experienced a self-styled ‘renaissance’ and became a subsidiary of the Volkswagon group. Nearly a century after the company’s inception, the Veyron was revealed. Alongside the famed McLaren F1, Veyron became the modern standard for supercar perfection. Speed, agility, versatility, and sheer beauty. Mere years later came the Chiron, improving on its predecessor.
Divo, the Man
And now, the Divo. But there’s bad news for all you car connoisseurs. The 40 Divos valued at nearly $8 million that were produced are sold out – and rightfully so. But how can a single car, selling at the price of multiple houses (depending on your real estate), go so quickly? Brand name and history.
I began this piece with a focus on Bugatti’s excellence. The Divo defines its excellence through its name, a tradition which the company is known for. Albert Divo flew planes in the army before taking to the ground for his need for speed. In 1928, Divo claimed the Targa Florio, one of Sicily’s notoriously difficult races and did so again in 1929 under the Bugatti banner. Albert Divo was a master of Targa Florio’s 1400 twists and turns. 90 years later the Divo is honouring its influence of which the company’s president had this to say about:
‘To date, a modern Bugatti has represented a perfect balance between high performance, straight-line dynamics and luxurious comfort. Within our possibilities, we have shifted the balance in the case of the Divo further towards lateral acceleration, agility and cornering.’
Divo, the $8 Million Baby
Critics of the Divo argue that it’s just another notch on Bugatti’s luxurious belt – there will be another, more improved Divo just around the corner. So, is the Divo really that much better than the Chiron? Is it worth all the hassle and the €5 million price tag? Yes, yes it is. And here’s why: a maximum speed of 380km, 0-100 in 2.4 seconds, 35kg drop in weight from the Chiron and an 8 litre, W16 engine with 4 turbocharges plus a further 2-stage turbocharging and inter-cooling. An impressive car, to say the least. But what customers are buying is not pretty perks and a loud engine (I mean, they are). More so, they are buying a story – prestige built through a legacy of excellence and their website formulates an impressive standard for their vehicles:
‘Bugatti is determined to always offer the extraordinary. The superlative. The best. Only then it can be called a Bugatti.’
Immediately selling 40 of the world’s greatest car is no small task – the company continues to define and refine excellence.
For more, check out Boss Hunting’s reveal of the Divo here.