Bugatti will be using the Geneva Auto Show to introduce what appears to be a new special edition for the Veyron. Teaming up with Parisian-based saddle maker, Hermès, the new Bugatti brings back to life the special relationship between Emile Hermès and Ettore Bugatti of the 1920’s. Using this information it seems likely that the new edition will feature a unique interior crafted by Hermès, while the exterior would be limited to minor cosmetic changes if any.

Recent reports have suggested that Bugatti is building a more exclusive high performance Veyron and a new Royal. Either could be the new model debuting in Geneva but that seems unlikely, so stay tuned for more details. Bugatti’s last special edition Veyron, the Pur Sang, sold out in days.

 

Thats good news but isn't the Veyron limited, I think they are starting to head with the SLR production units and continue to sell and sell to consumers regardless of the 400 or so limit they first announced.

 

Niche marketing will continue to keep the exclusiveness and customization of the Bugatti strong amongst the priviledged few. I think this is a good throw-back move, bringing back what was successful in the 1920's..