Bugatti has officially announced a change of marketing strategy: going forward, the supercar maker hopes to become a luxury brand with a much larger target audience and products in various market segments, rather than just hypercars. To this end, the French marque came up with new brand identity and badge.
The letters ‘E’ and ‘B’ (for ‘Ettore Bugatti’) are still there, but they now look flat and laconic, which is in line with the contemporary trends. The automaker believes the new badge is more forward-thinking and reflects the direction the company is headed in.
According to a representative, Bugatti also drew upon its own history, the story of its Chiron hypercar and the whole automotive industry when it came up with the new logo, trying to reflect how much the game has changed for automakers over the past several years.
As of right now, the company wraps up final Chiron deliveries and is beginning work on a successor model, which is going to be electrified to a significant extend. Select customers will be able to catch a sneak peek of it before the end of the year, while a full reveal will have to wait until 2024.
