My name is Frank Heyl, and I’m the Director of Design at Bugatti. With over 115 years of legacy, our brand carries a rich design history that significantly influences our creations. This historical depth provides us with a valuable reference point, making it easier to create new models compared to starting from scratch with a completely new brand. The essence of a Bugatti is marked by design elements that naturally connect to performance, ensuring that every aspect of our vehicles serves a purpose.

The Interplay of Design and Performance

In Bugatti’s philosophy, we firmly believe that form follows performance. Every shape, line, and angle is crafted not solely for aesthetics but to enhance functionality and performance. This principle aligns with our motto: Bugatti is an interplay between elegance and speed. The design of our cars is characterized by aerodynamic shapes designed for superior performance — be it for achieving top speeds or creating immense downforce.

Key factors in our design philosophy include:

• Aerodynamics: Each car’s architecture considers how air interacts with it, ensuring it is optimized for speed.
• Timelessness: Cars like Bugatti must endure the test of time, maintaining their relevance across decades, if not centuries.

Timelessness: More Than Just Fashion

Timelessness is crucial in our design processes. Classic Bugatti models are cherished over generations, and one significant aspect that contributes to this timelessness is our detachment from fleeting trends. While current technologies might boast advanced features, we often find ourselves “trapped” in the technology of our time, which might not age well.

To maintain the luxury and preciousness associated with Bugatti, we prioritize:

• Materials Over Trends: Instead of opting for features that are currently appealing (like oversized screens), we focus on using high-quality, enduring materials that exemplify luxury.
• Collectible Value: We design our cars not just for performance but for their future value, ensuring they can be cherished and appreciated across generations.

Creating an Unparalleled Experience

Bugatti cars are not just about performance metrics, such as acceleration times; they represent a comprehensive driving experience. From the moment you sit in the driver’s seat, various sensory elements come into play:

• The tactile feel of aluminum switchgear and buttons.
• The aroma of rich leather interiors.
• The auditory thrill of a naturally aspirated engine revving to 9,000 RPM.

At Bugatti, we believe that the emotional aspects of driving can often overshadow pure performance stats. The blend of sound, touch, and smell is where the true luxury lies.

The Design Process: More Than Just Styling

In the design department, what we craft goes beyond simple styling. Styling could be compared to wrapping a beautiful candy wrapper around an average product. In contrast, real design incorporates:

• Deep Understanding of Technology: Every design decision made is steeped in technical necessity and functionality. Proportions, aerodynamics, and aesthetics must harmoniously coexist, creating a cohesive whole that looks as though it was fashioned by one hand.
• Complex Problem-Solving: The intricacies of design serve as a complex puzzle that requires thorough knowledge and understanding of every technological aspect of the car.

The Evolutionary Approach

In this new era for Bugatti, we have consciously chosen not to overhaul what Bugatti represents. It would have been easy to pivot in a radically different direction, yet we consciously opted for evolution over revolution. Our new designs retain key elements of traditional Bugatti lines—like the iconic horseshoe grill—while presenting them in a context that pushes boundaries.

This collaborative evolutionary approach gives rise to a new aesthetic that still embraces the core principles of the Bugatti DNA. So, our latest models not only signify our capabilities today but also honor our ancestors’ craftsmanship and vision.

Conclusion

Bugatti’s design philosophy beautifully intertwines historical significance with cutting-edge technology, creating visually stunning vehicles that echo both luxury and performance. As we forge ahead into a new era, our dedication to timelessness, emotional engagement, and the meticulous design ensures that every Bugatti remains not just a car but a treasured heirloom.

Driving a Bugatti isn’t merely about getting from one point to another — it’s about the entire experience, from the feel of the controls to the roar of the engine. This philosophy will guide Bugatti as we continue to innovate while remaining true to our storied legacy.

Explore the intricate blend of design and performance that makes Bugatti a timeless symbol of luxury and craftsmanship. Your next adventure awaits behind the wheel of a Bugatti, where innovation and classic elegance converge.