Bugatti Should Merge Into The Bentley Brand

"Wobbles the Mind" (wobblesthemind)
10/27/2015 at 22:14 • Filed to: Bugatti Bentley

Right now modern Bugatti isn’t so much a brand as it is VAG’s nomemclature for it’s symphonic works of engineering. However, both Bugatti and Bentley are so niche that they have no room for growth and market flexibility. Both brands feature design signatures that do not lend themselves to evolution or modernization. But I will admit that both brands do a great job of making vehicles that have the same amount of drama at 200mph as 25mph. They also do a great job of being very stagnant due to clientele, heritage, and design parameters that stifle artistry and freedom of design. (Luckily they arent in a pidgeon hole as narrow as Rolls Royce). Here is my proposition to further both brands through the sharing of similar philosophies and brand equities.

Add wings to the EB logo and you would have a simple and recognizable symbol for Bugatti-Bentley. The two forming one brand focused on the synthesis of speed and comfort. Let the top speeds be the advertising points as they are now. Nothing under 200mph. If it hits 198mph, psh it’s an Audi. Bentley can keep making sedans and coupes that compete with Mercedes-Maybach and Rolls Royce while Bugatti takes on the top end of Aston Martin and Ferrari’s touring models. Im talking a Bugatti model that spefically competes with the Vanquish and options up to fight the Ferrari F12. Perhaps a 4DC that hits between the Rapide and FF as well since I think an A7 flavoured vehicle fits Bentley as much as an A6 styled sedan fits Bugatti. Let the Chiron be the hypercar trophy that elevates both brands directly.

I see Bugatti utilizing Lamborghini platforms and forsaking track prowess for on road comfort, safety tech, and the freedom to use forced induction and, gasp, all electric range (because Lambo won’t do it, though “stealth mode” would be awesome in an Aventador). In fact Bugatti would be a great inbetween for Lamborghini and Bentley. The three brands together could cover every competitor that pops up between $180k to Koenigsegg. Bentley benefits from Bugatti’s brand cache and technology, while Bugatti gets Bentley’s network including the bespoke program for the two models under the Chiron.

But most of all, I think the designers being able to dip into both brands design attributes would open up both brands to far more variety. The kind that actually translates well to a world in which designs need to change extensively in much shorter time spans. LED circles around imaginery headlamps and urinal style front ends just dont hold up well. I think the EXP 10 Speed 6 Concept is a great starting point for ideas on where this Bugatti-Bentley merger could lead.

DISCUSSION (8)

Supreme Chancellor and Glorious Leader SaveTheIntegras > Wobbles the Mind
10/27/2015 at 22:23

I think the best part about Bugatti is the fact it’s totally bespoke. Merging it with any brand takes away some of that magic in my opinion

Wobbles the Mind > Supreme Chancellor and Glorious Leader SaveTheIntegras
10/27/2015 at 22:29

I don’t know though. Porsche, Ferrari, Lamborghini, and especially McLaren all seem to benefit from the trickle down and leaving the million dollar cars to be what they are. Even Koenigsegg has something similar going on, rather than simple special editions on the same vehicle. Plus 100 percent bespoke isn’t necessary, just what you see and touch.

DrJohannVegas > Wobbles the Mind
10/27/2015 at 22:35

That just damages both brands. The heritage (and the nationalism tied up in that heritage) is an essential part of what makes each brand valuable. Both companies are classic marques from racing before the wars, and merging the companies essentially ends 100+ and nearly 100 years of independent branding, even when owned by other companies.

Wobbles the Mind > DrJohannVegas
10/27/2015 at 22:42

I did think about that, especially the nationalism of the two histories. But I’m not sure in 20 years we will feel the need to separate marquees by what they used to be. Everything is so global now, I can only imagine in another decade Asia will have the same taste as North America which has the same taste as Europe and so on. I already see vehicles just becoming products. How often do we mention Tesla as American? I feel like technology trumps national lines and heritage and that’s where we are heading unfortunately.

benchslap > Wobbles the Mind
10/27/2015 at 23:11

Interesting idea, but even with VW’s impeding doom, not going to happen.

RallyDork > Wobbles the Mind
10/28/2015 at 01:45

no. this is a bad idea. it would trash the - I hate this word - BRAND for both companies and shows a complete and total disrespect for the near century of work and heritage it took to build their reputations in the first place.

Horkin' Up Dangle Hams > Wobbles the Mind
10/28/2015 at 03:30

I see your point, but I take issue with the idea that these brands, particularly Bentley, doesn’t have room for market growth. Take China, for example. Sure, sales in the major cities like Shanghai and Beijing aren’t growing like they used to, but there are dozens of what they call third and fourth tier cities in western and central China that could easily absorb more sales. I should know, I live in one of those cities (Wuhan). That doesn’t take into account the burgeoning South East Asian and Eastern European markets. It’s a very interesting idea, but I can’t see it being a good one, at least in the near to mid term.

The logo, however, sounds pretty dope.

Wobbles the Mind > RallyDork
10/28/2015 at 07:13

I just don’t see how keeping two brands known for old world racing and being the first to reach new top speeds within their segments would damage either brand. In fact it would draw more attention to the exact traits and history they have in common. I think Marchionne is right about merging, but not at the scale he is asking for nor the badge engineering we worry over. Just placing companys with similar heritage and philosophies near each other so that they are easier for consumers to spot and hold their interest.