Bugatti’s chief executive outlined his vision for the future of the supercar industry, arguing that the market is bifurcating into two distinct segments. The mainstream automotive sector will increasingly shift toward mass-market electric vehicles, particularly lower-priced models from Chinese manufacturers. Meanwhile, the ultra-luxury segment catering to the world’s wealthiest consumers will maintain a preference for vehicles powered by traditional internal combustion engines that emphasize craftsmanship and mechanical sophistication.
Rimac drew parallels between the automotive market and the watchmaking industry, where digital and smart devices dominate in terms of unit volume but high-priced mechanical Swiss timepieces command the majority of profits despite representing only a small percentage of overall production. He noted that while electric vehicles will become standard for typical consumers and vehicles, performance cars and luxury segments will likely retain combustion engines for the foreseeable future, driven by buyer preferences for emotional connection and distinctive character.
Under Rimac’s leadership since 2021, Bugatti has pursued a strategy focused on mechanical excellence rather than electrification. The company recently unveiled the Tourbillon, a hybrid vehicle featuring an 8.3-liter V16 naturally aspirated combustion engine producing 1,000 horsepower, supplemented by electric motors for a combined output of 1,800 horsepower. Production is capped at 250 units with a base price near $4.5 million, with purchasers typically investing an additional $600,000 to $700,000 in personalized customization options.
Rimac emphasized that luxury automakers increasingly differentiate through bespoke features and one-off creations tailored to individual clients. He stated that Bugatti intends to maintain production at low three-digit numbers while continuing to expand profitability and quality. The company generated 200 million euros in earnings before interest, taxes, depreciation and amortization in the previous year. Following Porsche AG’s decision to divest its 45% stake to a consortium led by HOF Capital, Rimac indicated the company’s valuation substantially exceeds $2 billion.
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