power and luxury for 110 years

Bugatti is a name that still carries, in the 21st century, the legacy of Ettore Bugatti and his son Jean with models like the Veyron, Chiron, and more elite cars like the Divo, Centodieci , or even the unique edition of La Voiture Noire.

But the world is changing, and at a time when most car brands are changing their logo and identity, even Bugatti is affected. A new identity that draws inspiration from its roots.

The sign of a genius

Ettore Bugatti (1881-1947) was the legendary founder of the Bugatti factories, builder of the most successful sports cars of all time. He is considered one of the main pioneers of automobile construction and is recognized for his visionary projects.

From a young age, Ettore was fond of mechanics. After school, he began training at the Prinetti & Stucchi cycle factory. At the age of 17, Ettore equipped a tricycle with a motor. Other constructions would follow and, with them, the first car races.

Accelerated training

In 1901, Bugatti presented its first car in Milan, built with the help of the Gulinelli brothers. A project fails when one of the siblings dies. He resold the building license to the De Dietrich company in Alsace. Ettore was less than 21 years old at the time, his father Carlo Bugatti signed the employment contract.

Young Ettore works miracles but also spends a lot of time racing, much to the chagrin of his boss, who wants to devote himself to production cars. Ettore went to Emil Mathis, then to Deutz. But by building his first small Type 10 “Thoroughbred” in his cellar, he was looking farther afield.

The most successful car of all time!

In 1909, he set up and built his factory in Molsheim (Bas-Rhin). The models follow one another, such as the Bébé, developed by Bugatti and produced under license by Peugeot, which was hugely successful.

During World War I, Bugatti developed aircraft engines for the French and Americans. The number of employees rises to 1000 and the Type 35 asserts itself as a masterpiece. It introduced the horseshoe-shaped grille, or the aluminum wheels.

Between January 24 and September 19 of the following year, the car won more than 500 victories. It is the most successful car of all time. Bugattis have become references around the world. The Bugatti Royale and all its siblings have been the dream of several generations of enthusiasts.

But the war passed and Ettore Bugatti died of pneumonia at the age of 66, in 1947. The brand died a few years later.





Bugatti sees more than just cars with a full line of luxury products. Photo SP Bugatti


1987, the year of return

Only in 1987 a businessman and car dealer Romano Artioll acquired the rights to the Bugatti brand and founded the company Bugatti Automobili SpA.

The company presented the EB110, on September 15, 1991 in Paris, on the occasion of the 110th anniversary of the birth of Ettore Bugatti. With 12 cylinders and 560 hp, it asserts itself as a true supercar.

A total of 140 cars were built, but the company went bankrupt. It was only in 1998 that the Volkswagen group bought the name and produced the Veyron. Bugatti is definitely back.

The continuation of the tradition

Today, Bugatti still uses the horseshoe with an almost unchanged logo. But it was time to leave, as confirmed by Henrik Malinowski, from marketing: “We didn’t just create a new design for our brand. We went back to our roots, to this link we have with our history – a history on which we relied heavily when repositioning the brand in the 2000s.

Back then, we did everything around the Veyron and the eccentricity of Ettore Bugatti, both unmatched in 2005 and the following years. We tried to assess how the Chiron changed the positioning and appeal of the Bugatti brand, as well as how the world itself has changed over the past ten years. Note: when the Veyron was released, the iPhone didn’t exist. »



The brand is moving away from the car manufacturer status to become a luxury brand.  Photo SP Bugatti

The brand is moving away from the car manufacturer status to become a luxury brand. Photo SP Bugatti


A more modern design

A new design that is more in line with where Bugatti is today and where the brand wants to go in the future. But the brand insists on one point: Bugatti only creates works of art and the brand always ensures that its customers have a completely unique experience, in accordance with Ettore Bugatti’s motto: “If it compares, it is no longer Bugatti “.

But with this new brand identity, Bugatti is mainly aiming to be a simple luxury brand and get out of the car altogether. Bugatti likes to cultivate a close relationship with its customers. The new bright blue Bugatti recalls its French roots, the emblematic “EB” logo is it, created from the initials of Ettore Bugatti.

The new image of Bugatti will be shared with dealerships while the new logo has already taken place on social networks.

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