Bugatti has followed Aston Martin in revealing a new logo, as it aims to become a 'hyper-luxury brand'
, as its debts mount. It confirmed the logo would feature on the next generation of models.
In contrast, Bugatti has suggested that its new corporate look won’t affect its cars, with the new logo not expected to replace the badges that adorn its cars – although the new colour could be available as an option. Instead, it will be used at its dealership partners, at events, on its website and on its social-media channels.
Hendrik Malinowski, Bugatti's sales and marketing chief, said: “We didn't just create a new look and feel. We analysed where we came from, the historical connection we intensively referenced to when re-installing the brand and the Veyron in the 2000s. We evaluated how did the Chiron change Bugatti’s positioning and brand appeal, how did the world change during the past 10 years.”
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