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Bugatti explains why it steers clear of the SUV market
The temptation for car manufacturers to expand their presence in the crossover and SUV market has never been as high as it is today, yet Bugatti believes resisting it is what makes it unique.
The corresponding statement was made in a recent interview with the marque’s head designer, Achim Anscheidt. He said the company wished to remain exclusive and added that introducing a more mass-market-oriented model would lead to numerous difficulties, including even technical ones.
According to Anscheidt, the management of Bugatti had considered releasing a more folk-friendly car a number of times, but eventually concluded that it would simply dilute the brand identity too much. “Selling the emblem for mere digits,” as he aptly put it, was not worth it.
While the urge to cling to its unique identity reigns supreme in the Bugatti philosophy of today, it isn’t the only reason. Were the hypothetical affordable SUV ever to reach the market, the company would have had to work especially hard to distance it from the rest of its model range. With the production volumes rising, there will be a dire need of raising the exclusivity value of the company’s main products, with the whole finely tuned balance at stake.
Editor: Andrew Raspopov
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