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Bugatti completes ultra-exclusive Legends series with Pebble Beach debut

August 8, 2014

Bugatti Ettore Bugatti model


French automaker Bugatti is wrapping up its "Les Legendes de Bugatti" series Aug. 17 at the Pebble Beach Concours d'Elegance, bringing the series full circle.

The 18-car, six-part series has been gathering hype for more than a year as Bugatti delved into its origin stories. Essentially existing at the most exclusive end of the luxury automotive spectrum, the Legends series demonstrates that Bugatti has different priorities than the automakers bent on breaking sales volume records.

"The Pebble Beach Concours D'Elegance event is a great place to introduce the final car in the Bugatti Legends series," said Ron Kurtz president of the American Affluence Research Center, Atlanta.

"This event attracts very wealthy people who have a passion about owning fine 'automobiles' and the celebrating the traditions associated with them," he said.

"It is also an event that generates good media coverage and conversation among the target audience of potential buyers."

Mr. Kurtz is not affiliated with Bugatti, but agreed to comment as an industry expert.

Bugatti did not respond by press deadline.

Capping a saga

The sixth and final vehicle in the Legends series pays homage to the company founder, Ettore Bugatti, who established the aesthetic and philosophical direction of the brand.

Notable models and designs that Ettore Bugatti pioneered include the Type 57 SC Atlantic, the Type 41 Royale and the Type 13 and 35 racing vehicles.

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Bugatti Type 41 Royale

Ettore found an outlet for his early passion for technology by apprenticing at a bicycle shop. His designs earned him recognition, and eventually led him to the manufacturer De Dietrich where his automotive career took off.

The "Ettore Bugatti" model is based on the Type 41 and has a maximum speed of 254 miles per hour. Like the rest of the series, only three of the cars will be produced at the price tag of about $3.14 million per car.

Bugatti Legends Final

Ettore Bugatti model

The Legends series began at Pebble Beach roughly a year ago and Bugatti chose to unify the campaign by unveiling the final installment at this year's event.

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Ettore Bugatti model

Bugatti will also be displaying, for the first and only time, all six Legends vehicles together. Previously, the brand displayed the cars months apart from one another in the sequence that they were unveiled.

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Ettore Bugatti model

The automaker will also bring the vehicles to "The Quail: A Motorsport Gathering" event Aug. 15 (see story).

Fertile ground

The legends series has drawn from the brand's early days to create rare and highly exclusive cars.

The Bugatti legend Jean-Pierre Wimille began the celebration in August. Mr. Wimille’s story is intertwined with the 24 Heures de Mans race where he won in 1937 and 1939. The Bugatti 57G Tank driven by Mr. Wimille during his 1937 victory was the inspiration behind the commemorative vehicle’s design and its blue shades (see story).

Bugatti unveiled its second “Bugatti Legend” at the Frankfurt International Motor Show to honor the founder’s eldest son who played a pivotal role in the brand’s early development.

Jean Bugatti is known for his pioneering engine, chassis designs and concepts for vehicle bodies. The Type 57SC Atlantic is one of his most celebrated designs and acts as the inspiration for the commemorative model. The Legend vehicle unveiled at the Frankfurt Motor show recalls an Atlantic “La Voiture Noire” model that was driven by Jean Bugatti himself (see story).

The brand unveiled its third model Nov. 5-9 in its “Les Legendes de Bugatti” series that honors former Bugatti race factory head Bartolomeo Costantini at the Dubai International Motor Show (see story).

Bugatti’s fourth model honors the founder’s brother, Rembrandy Bugatti, and emerged at the Geneva Motor Show March 6-16 that honors the founder’s brother. Mr. Bugatti’s sculpting earned him praise in the 20th century and led him to design Bugatti’s dancing elephant logo (see story).

Final Take
Joe McCarthy, staff writer on Luxury Daily, New York