Bentley has one. Rolls-Royce has one, too. Lamborghini has one, and so does Maserati. The idea that a utility vehicle should be off-limits to builders of traditional passenger cars went out the window around the time Jaguar unveiled its second crossover.
Automakers everywhere are future-proofing themselves with the added cushion of a popular, high-margin CUV. It’s the equivalent of moving money out of stocks and into gold in the face of a looming economic downturn. So why not Bugatti, maker of the biggest-bucks, biggest-horsepower vehicles on earth?
Speaking to Automobile recently, Bugatti president Stephan Winkelmann said the exclusive brand is making progress in its plan to move beyond a single model line. All that’s missing is a green light.
“There are several alternatives [to the Chiron] under consideration. More power is always an option, as is less weight,” Winkelmann said. “Additional body styles are also an opportunity.”
As a subsidiary of Volkswagen Group, Bugatti has access to the talent and technology needed to pull off an SUV without going overboard on development costs. There’s a number of rumors afoot about who, exactly, Bugatti would partner with to help build such a vehicle.
“The design is done,” Winkelmann said of the looming utility vehicle. “Some potential customers have seen it, and they liked it. One or two influential people up in Wolfsburg were complimentary about it. But at this point there is no budget and no decision.”
When asked why the storied brand would put effort into making a crossover and not some sort of insane EV hypercar or luxury sedan, the answer was obvious.
“Because crossovers are in strong demand,” the brand’s president said. “So far, nobody is doing a high-performance, high-end luxury CUV. Because of the battery situation, it’s too early for an electric hypercar. Having said that, the more generously packaged CUV would almost certainly be battery-powered.”
The time for sedans has passed, Winkelmann said, adding that the brand doesn’t see enough volume in another traditional offering. He envisions 600 to 800 units a year for the unborn CUV. In the meantime, there’s still boundaries to push with the Chiron hypercar, with Winkelmann mentioning a possible 310-mph variant of the already nutso 8.0-liter W16 unicorn.
[Image: Volkswagen Group]
Bugatti has less of a history of “luxury sedans/coupes only” than either Bentley or Rolls, and I’d argue it’s more okay for them to build an SUV.
I don’t see a problem. The only problem the super-rich seem to have is finding new things to spend their money on. This fills a niche
““So far, nobody is doing a high-performance, high-end luxury CUV.”
As if a $300k+ W12, approx 600 bhp Bentayga is not “high performance, high-end luxury.”
Not when you’re talking a 310mph 8L W16. $300k would cover the first oil change. (!!)
To a Bugatti customer, I imagine a Bentayga is indistinguishable from a Ecosport.
Funny you say that.
I live within a mile of a Bentley dealer, and it is not at all unusual for me to see a Bentayga on the streets of my hometown. Honestly, they blend in…they do not have the street presence you expect from the Bentley brand.
If for no other reason, Bugatti should eschew a crossover for the simple reason they could not make it appear special enough given the design limitations inherent to crossovers.
Well, you knew this was coming. Whatever.
I’ll Say why the hell not. Their cars are ugly enough, can you just imagine how hideous the CUV will be.
Build the Galibier already.
So a Bugatti crossover you say?
I’m having a tough time thinking of anything I could care less about.
Well, the Bugatti grille will look better on a larger vehicle than it does on their hypercars, so there is that.
The complete sentence was:
“Oil sheiks, drug lords, third world politicians and investment bankers still have lots of disposable income. Why the hell not?”
“I can’t wait to get mine.”- the four people who will actually buy one.
I am very disappointed. I will never buy another Bugatti again.