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How many Bugatti's does this piece of marketing have to sell to justify the cost? I'm guessing not many.

jandrese 8y ago
I'm pretty sure every Veyron/Chiron built is already sold before construction begins. They only make a tiny number of them and collectors snap them right up.
tomatotomato37 8y ago
Probably both one and infinite. Hypercars usually run on +100% margins in an attempt to cover their absurd R&D, and this is the halo model of the hypercar, which usually run at even higher margins, so a +$300k gross off each model sold will not be unusual. Even then these types of cars never make back their investment costs, as they serve more as advertisements of their parent company more so than actual products.
- gsnedders 8y ago
  With regards to Bugatti: “On [the Chiron] project, we get back in the black,” Bugatti’s Head of Production Christophe Piochon told me. The development of the Veyron’s complex systems over its lifetime, which laid the solid engineering foundation for the Chiron, resulted in $1.62 billion in investment costs. “By the end of the Chiron’s run, we’ll be profitable,” Piochon promised. The Veyron somewhat infamously was a net loss for Volkswagen, despite its massive price. But ultimately its role was to be a halo car for the entire Volkswagen Group, and as such profit on the car itself wasn't such a concern.
barkingcat 8y ago
Like the other poster says - this doesn't really sell any cars because they are spoken for as soon as the plans to build one are revealed (ie Bugatti often sells through their entire planned-to-build cars years or even decades before the car is actually built) Often luxury car companies will refuse to build any more because each additional car built reduces the value of all existing cars. So the answer is 0. This marketing doesn't need to sell any cars to justify the cost.
- arrrg 8y ago
  That’s a too simplistic approach. Bugatti wants to be able to sell cars at the price point in the future and any marketing and PR they do certainly has to be geared towards that, not selling additonal cars. Also, I think this is about Lego, not Bugatti (but I’m not excluding the possibility that it’s mutually beneficial).
- gsnedders 8y ago
  AFAIK, the Chiron production run is only about 60% sold last I heard.
  - chx 8y ago
    It's the Divo that is sold out but that's an even more limited run.
- pilsetnieks 8y ago
  The real question is how many Lego versions of the car does this have to sell to pay off.

I'm pretty sure every Veyron/Chiron built is already sold before construction begins. They only make a tiny number of them and collectors snap them right up.

tomatotomato37 8y ago

Probably both one and infinite. Hypercars usually run on +100% margins in an attempt to cover their absurd R&D, and this is the halo model of the hypercar, which usually run at even higher margins, so a +$300k gross off each model sold will not be unusual. Even then these types of cars never make back their investment costs, as they serve more as advertisements of their parent company more so than actual products.

gsnedders 8y ago
With regards to Bugatti: “On [the Chiron] project, we get back in the black,” Bugatti’s Head of Production Christophe Piochon told me. The development of the Veyron’s complex systems over its lifetime, which laid the solid engineering foundation for the Chiron, resulted in $1.62 billion in investment costs. “By the end of the Chiron’s run, we’ll be profitable,” Piochon promised. The Veyron somewhat infamously was a net loss for Volkswagen, despite its massive price. But ultimately its role was to be a halo car for the entire Volkswagen Group, and as such profit on the car itself wasn't such a concern.

barkingcat 8y ago

Like the other poster says - this doesn't really sell any cars because they are spoken for as soon as the plans to build one are revealed (ie Bugatti often sells through their entire planned-to-build cars years or even decades before the car is actually built) Often luxury car companies will refuse to build any more because each additional car built reduces the value of all existing cars. So the answer is 0. This marketing doesn't need to sell any cars to justify the cost.

arrrg 8y ago
That’s a too simplistic approach. Bugatti wants to be able to sell cars at the price point in the future and any marketing and PR they do certainly has to be geared towards that, not selling additonal cars. Also, I think this is about Lego, not Bugatti (but I’m not excluding the possibility that it’s mutually beneficial).
gsnedders 8y ago
AFAIK, the Chiron production run is only about 60% sold last I heard.
- chx 8y ago
  It's the Divo that is sold out but that's an even more limited run.
pilsetnieks 8y ago
The real question is how many Lego versions of the car does this have to sell to pay off.