more than just speed
A well-known figure in the automotive world, Stephan Winkelmann started off his journey working for Mercedes-Benz. Soon after that, Winkelmann served as the CEO for the Fiat brand from 1994 to 2004, overlooking the Austrian, Switzerland and Germany market. Winkelmann then rose to notability by being Automobili Lamborghini’s President and CEO, and later presiding Audi’s Sport division in 2016. And now, he has ascended to become the President of Bugatti Automobiles, one of the world’s most revered automakers that produces record-breaking hypercars such as the EB110, Veyron and presently, the Chiron. We speak to him here on his journey so far.
The Veyron is regarded as one of the best hypercars in the world. But now with the Chiron’s arrival, it has taken a great leap ahead in almost every aspect. How challenging it was for Bugatti to design a more advanced successor to replace an already groundbreaking predecessor?
Our engineers pushed the limits of physics even further to take the unique selling points of the Veyron to a completely new level. The Chiron is significantly better in all measurable dimensions, including maximum speed, lateral acceleration, ergonomics, aerodynamics, interior sound levels, just to name a few. There is practically no area in which we have not achieved significant improvements. The Chiron really does set new standards in every respect.
While the Chiron is recognised for its record breaking top speed, are there any design elements included to enable it achieve such a feat?
It is not just individual design elements. It is, in fact, the overall stylistic concept of the Chiron that derived from the extreme technical requirements of the vehicle and was created to underline the performance of this unique super sports car. The biggest challenge for a car of so much power clearly was heat management, engine and brake ventilation in general. The rear with its all-round trailing edge is probably the clearest example of form following performance in the design of the Chiron. At the same time, our design team managed to create a beautiful car, a fascinating automobile sculpture with a certain stylistic longevity.
It packs a powerful 8.0-litre W16 engine with four turbocharges, and that speaks for its superior engineering. But we also know the Chiron incorporates top-notch luxury touches to guarantee its bespoke status. What makes up for that?
You are right, the Chiron is not only designed for maximum speed but also meets the highest possible demands in terms of luxury, comfort, everyday drivability and durability. Each Bugatti is unique and is manufactured in accordance with the customer’s personal wishes. This is a top priority for Bugatti. In addition to a basic range of exterior and interior colours and materials, thousands of other colours are possible. With our customisation program “La Maison Pur Sang”, Bugatti goes even further and is virtually in a position to meet a customer’s every wish.
Can you talk us through the sales process of purchasing a Bugatti through Wearnes Prestige Division?
In most cases the sales process starts at dealer level. We have 34 official dealers around the globe. Every single one of them is determined to give each prospect the best experience. Bugatti owners are members of a small, highly exclusive club of automobile connoisseurs who appreciate the most bespoke service. The journey normally commences at one of our dedicated Bugatti showrooms, which we are in the process of launching at our dealerships worldwide. Here the customer gets a first introduction into the brand, its heritage and its products.
Some customers who have had the chance to test drive the Chiron in their region tend to configure their new Chiron in the showroom which is perfectly equipped for that. Other customers prefer to visit the company’s headquarters in Molsheim to get the full brand experience. They visit the Chateau for a deep dive into our history, then move on to the Atelier to see the Chiron assembly, followed by a test drive with one of our official pilots.
The last station is the customer lounge where a Bugatti designer waits for them to assist in configuring their new car. This is the start into their Bugatti ownership experience, which continues throughout their whole life and in the course of which they like to return to Molsheim time and again.
