France – Personalisation does not cut it any more – it is hyper-personalisation that consumers expect. French car-maker Bugatti got the memo, introducing a hand-crafted model as part of the brand’s Sur Mesure customisation programme.
The Golden Era Chiron Super Sport model is a masterpiece on wheels, paying homage to Bugatti’s 115 years of history through design cues and a hand-painted body. It took 45 pencil-drawn sketches to achieve the finished result, and while the unique car is for one client to enjoy, the brand has captured the 24-month long process in a making of campaign magnifying the technical and creative prowess.
‘We knew there were easier and faster ways,’ explains Jascha Straub, lead designer for Sur Mesure. ‘But there is only one priority with a Bugatti – and that is to deliver a simply flawless and timeless finish.’ This initiative strengthens Bugatti’s commitment to fulfil bespoke projects and the lengths to which the auto-maker is willing to go to make them a reality. Just as the Golden Era acts as a retrospective of Bugatti’s legacy, we are witnessing luxury brands refocusing campaigns on savoir-faire and artisanship.
Strategic opportunity
Take cues from Bugatti’s ultra-bespoke offering. By adding unique touches to an existing car, the brand is showing its deep-pocketed customers that they can dream big, while seizing the marketing opportunity to exhibit savoir-faire