BUGATTI AUTOMOBILES
MARKETING PLAN II
CREATING VALUE
IN EXCHANGE
BA 516
Contents
1. Mission Strategy
2. Product Strategy
3. Price Strategy
4. Promotion Strategy
5. Place(Distribution) Strategy
6. Evaluation and Control
7. References
Mission Strategy
Our mission with the Bugatti Tourbillon marketing strategy is to redefine the boundaries of hyper-luxury
automobiles by offering an unparalleled product that combines cutting-edge technology, bespoke craftsmanship,
and exclusivity. At Bugatti, we are committed to delivering the ultimate driving experience to a select group of
discerning customers who value performance, design, and a legacy of engineering excellence. We aim to
strengthen Bugatti's position as a leader in the ultra-luxury automotive segment by emphasizing the limited
nature of the Tourbillon, making it a symbol of prestige, not just a mode of transportation. Our goal is to deliver
a product that goes beyond the expectations of our clientele by offering a level of personalization that makes
each Tourbillon a unique masterpiece. This personalized approach is not only reflected in the physical design of
the car but also in the exceptional customer service experience, ensuring that our owners feel valued at every
touchpoint. Our strategy focuses on exclusive pricing, selective distribution, and personalized promotion, all of
which contribute to building the Bugatti brand as a symbol of ultimate luxury and performance. By remaining
true to our heritage of craftsmanship and innovation, we will continue to create timeless vehicles that serve as
both works of art and cutting-edge technological marvels. With a strong emphasis on customer loyalty, we will
also ensure that our aftersales service is aligned with the excellence of our products, offering ongoing
maintenance and refurbishment programs to guarantee the longevity and legacy of our vehicles. This mission is
not just about selling a car—it's about creating an unforgettable experience for our clients and continuing to
solidify Bugatti’s place as the pinnacle of luxury and performance in the automotive world.
Product Strategy
We have designed the Bugatti Tourbillon to redefine luxury, performance, and innovation, targeting a
discerning clientele who value timeless elegance and groundbreaking engineering. Our state-of-the-art 8.3-liter
naturally aspirated V16 engine, developed in partnership with Cosworth, delivers an unparalleled 1,800
horsepower when combined with an advanced hybrid powertrain. This unique system allows the Tourbillon to
achieve 0-100 km/h in just 2.0 seconds and reach a top speed of 445 km/h, ensuring it remains the epitome of
hyper sports car performance. Our design philosophy is deeply rooted in Bugatti's illustrious heritage, drawing
inspiration from icons such as the Type 57SC Atlantic and Type 35. The Tourbillon incorporates signature
elements like the horseshoe grille, central ridge, and dual-color split, creating a modern interpretation of classic
elegance. The lower stance and aerodynamic innovations emphasize both speed and sophistication, ensuring
that the Tourbillon is instantly recognizable as a Bugatti masterpiece. In the interior, we have embraced a
timeless, mechanical aesthetic, integrating a 600-part instrument cluster crafted by Swiss watchmakers using
materials like titanium and gemstones. This approach minimizes reliance on digital displays, with a single
hidden screen to maintain the cabin's uncluttered and enduring elegance. This analog craftsmanship aligns with
our commitment to delivering an interior that remains relevant for decades, enhancing the car’s collector appeal.
The Tourbillon represents a strategic pivot for Bugatti, marking our transition into a hybrid future while
retaining the essence of our brand. The integration of an 800-volt battery system enables a range of 37 miles in
full electric mode, balancing performance with sustainability. Our lighter carbon composite chassis, paired with
advanced aerodynamics, ensures the Tourbillon sets a new standard for agility and efficiency in the hypercar
segment. Positioned at the introduction phase of its product life cycle, the Tourbillon is a cornerstone of our
strategy to sustain Bugatti’s legacy while embracing modern technological advancements. We are leveraging
exclusive events like the Pebble Beach Concours d’Elegance to showcase the Tourbillon, reinforcing its status
as a timeless luxury automobile and generating excitement among our target audience ahead of its 2026 release.
Price Strategy
We have meticulously designed the pricing strategy for the Bugatti Tourbillon to reflect its unparalleled
craftsmanship, technological excellence, and exclusivity. Positioned as a pinnacle of luxury and performance,
the Tourbillon’s pricing embodies its rarity and bespoke nature, ensuring its status as both a collector's item and
a marvel of automotive engineering. Our pricing approach follows a product-quality leadership strategy, where
the high price signifies the exceptional performance, beauty, and innovation of the Tourbillon. With a base price
of $4.6 million, the Tourbillon establishes itself as a symbol of exclusivity while strategically staying within
reach of our niche, ultra-luxury clientele. This price underscores the car’s premium value and aligns with
Bugatti’s reputation for delivering timeless masterpieces. Customization plays a central role in our pricing
philosophy. Through the Art Configurator customization program, owners can elevate their vehicle to a one-of-
a-kind creation, choosing bespoke elements such as personalized paint schemes, luxury materials, and even
watch-inspired dashboards. These optional features are priced as premium add-ons, allowing us to cater to the
individual preferences of our discerning customers while optimizing profitability. Differential pricing is a
cornerstone of our strategy. While the base model represents a gateway to Bugatti ownership, customization
options allow customers to personalize their Tourbillon to their exact preferences. Whether it is a Tiffany Blue-
inspired cluster or premium interior materials, these enhancements not only add significant value but also
emphasize the individualistic ethos that defines Bugatti ownership. The Bugatti Tourbillon targets ultra-high-
net-worth individuals who value exclusivity over cost considerations. By limiting production to just 250 units,
we enhance the car’s allure and create an environment where demand far outweighs supply. This scarcity-driven
pricing reinforces its status as a collector’s item and mitigates any potential price sensitivity. For our clientele,
the Tourbillon is not just a car—it is a statement of achievement and prestige, ensuring minimal elasticity in its
price perception. As always, we will not engage in traditional discounting practices, as they would undermine
the exclusivity and prestige associated with the Bugatti brand. Instead, we focus on creating value through
exclusive offers, such as bespoke customization experiences, private factory tours, or invitations to Bugatti
events. These value-driven initiatives deepen the customer relationship without compromising the luxury ethos
of our brand.
Promotion Strategy
We have carefully crafted a promotion strategy for the Bugatti Tourbillon to elevate its position as the
epitome of luxury and performance while reinforcing our brand’s legacy of exclusivity. Our goal is to engage
ultra-high-net-worth individuals through bespoke experiences, cutting-edge digital initiatives, and carefully
curated partnerships, ensuring the Tourbillon resonates with the most discerning clientele. Our primary
marketing communication goal is to reinforce the exclusivity and prestige of the Bugatti Tourbillon. This is
achieved by telling compelling stories about the car’s unmatched craftsmanship, design, and limited availability.
Each promotion aims to not only showcase the vehicle’s features but also evoke the emotional allure of owning
a piece of automotive history. Furthermore, we focus on expanding our reach globally, especially in growing
luxury markets such as Asia and the Middle East, while strengthening our foothold in established markets. To
deliver an integrated marketing communication (IMC) approach, we combine traditional and digital channels
for a seamless customer experience. Exclusive events are central to our strategy, where we host private launch
gatherings and partner with luxury expos to allow potential buyers to experience the Tourbillon in an intimate
setting. Strategic partnerships with premium brands enhance our reach and align with the values of our clientele.
For instance, collaborations with companies like Asprey and Adidas have allowed us to blend art, design, and
innovation into unique marketing moments that resonate with our audience. Digital initiatives play a crucial role
in our strategy. Our enhanced e-commerce platform provides a sophisticated online space to showcase the
Bugatti lifestyle and its collaborations. Immersive digital experiences, including Web3 auctions and interactive
configurators, allow clients to explore the Tourbillon’s customization options in a personalized manner. These
efforts help maintain the exclusivity of our product while catering to a tech-savvy, affluent audience. We
allocate our advertising budget strategically across media to ensure optimal impact. High-end digital campaigns
target niche markets through luxury platforms and exclusive online spaces. Our experiential marketing efforts
include personalized factory tours and tailored consultations, offering clients an intimate glimpse into the
craftsmanship behind the Tourbillon. These initiatives strengthen emotional connections and solidify customer
loyalty. To measure the effectiveness of our promotional efforts, we track digital metrics such as engagement
rates, website traffic, and customer conversions on our e-commerce platform. Feedback from exclusive events
and collaborations provides qualitative insights into customer perceptions. Additionally, we monitor brand
sentiment through online reviews, social media mentions, and the success of our partnerships to ensure we meet
and exceed our marketing objectives.
Place (Distribution) Strategy
For the Bugatti Tourbillon, we are implementing an exclusive and highly selective distribution strategy
to ensure the vehicle maintains its luxury and prestige status. This selective approach is designed to limit
availability, reinforcing the car’s image as a rare and elite product. The Tourbillon will be available only
through a limited network of carefully selected Bugatti dealerships located in high-end markets around the
world. This ensures we maintain a high level of personalized service and exclusivity for potential buyers. The
distribution system will complement our promotional efforts by using a pull strategy—creating demand through
marketing communications that highlight the vehicle’s exceptional performance, limited production, and
bespoke features. We will engage with our target audience—ultra-high-net-worth individuals—through
carefully curated events, digital campaigns, and bespoke experiences that build anticipation and desire for the
Tourbillon. In terms of resolving potential conflicts, we will ensure clear communication and contracts with
dealers to maintain consistency in brand positioning and service levels across markets. Any profit-sharing
agreements or revenue models will be crafted to align the incentives of our distribution partners with Bugatti’s
luxury ethos, focusing on fostering long-term relationships rather than short-term gains. By closely managing
these relationships, we can mitigate conflicts and ensure that every part of the distribution process aligns with
the brand’s high standards.
Evaluation and Control
In our evaluation and control strategy, it is important to anticipate potential challenges and set up
systems to monitor the success of our marketing plan, particularly as it aligns with Bugatti's focus on delivering
high-quality customer service. As a luxury brand, Bugatti faces unique pressures, both in maintaining brand
excellence and adapting to a growing fleet of cars, including the future Tourbillon. Bugatti's aftersales service,
which includes the 'Passeport Tranquillité' program, is a crucial part of the brand’s promise. The program,
designed to extend the maintenance and servicing of vehicles beyond standard warranty periods, plays a pivotal
role in building trust and ensuring customers' peace of mind. This initiative ensures that even as Bugatti’s fleet
expands, particularly with models like the Chiron and the upcoming Tourbillon, owners can continue to receive
exceptional care and high-tech services. We will rely on this robust aftersales network to maintain the quality of
service that our clients expect. In terms of control, monitoring the effectiveness of our promotional activities
will be essential. As part of this, Bugatti’s global service network is preparing to accommodate new
technologies and models, ensuring that the service experience remains in line with the brand's elite status.
Evaluating the success of our promotional efforts will also include feedback from our service partners, who will
be trained to offer advanced technical knowledge and customer service, ensuring that Bugatti's standards are
upheld. To ensure the smooth execution of the marketing and distribution strategy, we will work closely with
our network of partners, particularly the exclusive Service Partners of Excellence. This partnership will help
resolve any potential conflicts related to customer expectations or service delivery. In cases where issues arise,
we will rely on our dedicated team and customer service feedback to assess and address challenges quickly.
Overall, our monitoring and control system will incorporate regular assessments of service standards, customer
satisfaction, and feedback loops from our service network. Additionally, the involvement of highly trained
experts will be crucial in maintaining a level of service that aligns with Bugatti's vision of timeless luxury.
References
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market-analysis/
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aftersales initiatives. Luxury Auto News. https://luxuryautonews.com/bugatti-enhances-customer-
service-with-new-models-and-advanced-aftersales-initiatives/
5. The Brand Hopper. (2024, March 6). Beyond speed: Exploring marketing strategies of Bugatti. The
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of-bugatti/
6. James, N. (2024, June 21). Introducing 2026 Bugatti Tourbillon: The 1,800 horsepower hybrid
revolution. Branding Forum. https://brandingforum.org/news/automotive/2026-bugatti-tourbillon-
hybrid-revolution/#:~:text=The%20central%20speedometer%2C%20inspired%20by,displays%20can
%20quickly%20appear%20outdated.&text=%E2%80%9CWe%20consider%20how%20this
%20product,at%20approximately%20$4%20million%20each.
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8. Vega, G. (2024, October 29). Tourbillon: A Bugatti built for the next century. DuPont Registry.
https://news.dupontregistry.com/magazine/from-the-magazine/tourbillon-a-bugatti-built-for-the-next-
century/
9. Dal Motors. (2024, October 25). Why the 2026 Bugatti Tourbillon is Bugatti’s most ambitious redesign
yet. Dal Motors. https://dal-motors.com/car-news/why-the-2026-bugatti-tourbillon-is-bugattis-most-
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