Bugatti’s New Sur Mesure Custom Program Poised to Extract More Cash From Wealthy Chiron Buyers
We guess it makes sense that, if you’ve got the money to spend on a 2022 Bugatti Chiron, you’d have more than enough bank to get it customized. What if you could trust that customization work to be done by the manufacturer rather than some guy in a garage? Ok, the “average” Chiron owner wouldn’t do that, let alone ever take it to a certain coast’s custom shop. Despite that, it seems there was a demand from Bugatti buyers to make them offer a custom build program known as Sur Mesure, or “tailored” when translated from French.
Not The First Factory Custom Bugatti
Prior to today, a factory custom Bugatti was few and far between, though there have been quite a few limited-run variations on the Veyron and Chiron themes. In 2013 were “Les Légendes de Bugatti” series of six Veyrons with unique designs to honor the “heroic” drivers of Bugatti’s past. Then there was that “Zebra One-of-One” Chiron built for a customer in Qatar in 2019. Then there was that one this year called the “Lady Bug” built off one of the 40 Divos to ever be produced. It featured a geometric fading pattern that was “developed over 18 months for the Divo’s bodywork,” said Bugatti and showed how it would continue to “push the boundaries in making customers’ visions become reality.” Well, now it’s a new program for those willing to shell out the money.
Celebrating Its History
The first Chiron coming out of the Bugatti Sur Mesure mastercrafters is one that celebrates the entire history of the 112 year old company. Built on a customer ordered Chiron Pur Sport, this model’s livery is an homage to Bugatti’s racing history with Louis Chiron, including its custom body color and that large “32” flanking each door. Both touches are references to his Type 51 that won the 1931 French Grand Prix. The “EB” fading patterned stripes and car number were both painted by hand.
A similar fading “EB” pattern can be found on the door panels and extends into the dash. Both the fading paint and stitch work required new techniques and processes to be developed by the Bugatti Sur Mesure team. There are other “32” and “Grand Prix” touches to the interior, as well, including a special center console inlay in black anodized aluminum, with a silver hand-painted inscription. These motifs also extend to the door sills, headrests, and entry lights. There are subtle branding touches done to the “Pur Sport” as well, but what exactly is subtle about a standard Chiron, let alone a custom one?
Hendrik Malinowski, Bugatti’s Managing Director for Sales and Marketing, said, “Our clients are often deeply intrigued by Bugatti’s motorsport lineage, and it’s fitting that the first Sur Mesure commission should pay homage to one of our great racing icons. We’re so taken with this creation that we intend to make many of this customer’s ideas available to more of our clients with the Chiron Pur Sport.” The one thing missing that would touch on their motorsports heritage? Additional power and performance, as this “Sur Sport” is a paint and interior job only. No word on how much this customization process costs to Bugatti customers. Then again, it’s as they say: “if you have to ask, you can’t afford it.”
Source: Read Full Article