05/26/2005 06:30:00 PM 
Now under the ownership of the VW group, Bugatti is being brought back to life with lots of care and attention.
VW purchased the rights to Bugatti in 1998 and it set about pulling the pieces together to protect the brand's valuable history, this included the purchase of the then derelict Chateau St Jean , where founder Ettore Bugatti entertained his clients.
Today Bugatti is manufacturing the Veyron, an 8 liter supercar capable of speeds in excess of 245 mph. In fact, when it reaches 230mph, you need to press a special button to change ride height and aerodynamics to enable top speed. Naturally, a car like this doesn't come cheap, it will sell for 1 million Euros a piece (approx $1.3 million). Not suprisingly, VW will only make 75 cars a year.
The car is certainly respectful of its lineage and makes the brand a true competitor in the supercar space. The irony is that most of these cars will go straight into the hands of collectors and never be driven, certainly at 250 mph. Because this speed is obviously illegal in most countries, VW is happy to arrange private sessions on its test track for Veyron owners.
The car is certainly impressive and for over $1 million it should be, but the brand experience has also been carefully put together (they even employ a Head of Tradition). Visit Bugatti's home in Molsheim, France and you will find the reception in the restored Chateau, the brand's history lovingly preserved in a historical archive and the space age atelier/factory, where you can watch cars being made in front of your eyes.
When luxury goes-mass, if everyone can own a Mercedes and a Bentley can be purchased for a mere $150,000, what's your average billionaire to do? It appears a new micro-niche segment is emerging for super-luxury, occupied by a handful of brands including; Bugatti and Nokia's $25,000 Vertu phone.
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