The Bugatti Veyron is famous for breaking records, but there’s another record the car broke that Bugatti’s management team probably wished wasn’t so well-known: the huge loss the cars generated with every sale.
Bugatti’s Volkswagen Group parent doesn’t release individual financial figures for the brand but an analyst for Sanford Bernstein has previously predicted the loss to be about 4.6 million euros (approximately $5 million) for each Veyron sold. That’s about double the average transaction price for each of the 450 Veyrons built over the past decade.
The same won’t be true for the car’s successor, the Chiron, which made its debut this week at the 2016 Geneva Motor Show. Speaking with The Verge, Bugatti boss Wolfgang Dürheimer said the Chiron will be sold at a profit and—if he has his way—the profit earned will go into funding development of future Bugatti products instead of the coffers of the VW Group.
Bugatti Chiron, 2016 Geneva Motor Show
“We did our homework in every dimension,” Dürheimer said. “This car over its lifetime, with 500 cars and a base price of 2.4 million euros, is adding into the bottom line result of Bugatti and we are making money with this project.”
Interestingly, Dürheimer even hinted when we might see the next Bugatti. He said the Chiron will have a lifespan of eight years, assuming the company will be able to sell all 500 build slots for the car. That shouldn't be too hard considering a third were sold before the car was even revealed.
But Bugatti may expand beyond exclusively selling supercars. Speaking with Bloomberg, Dürheimer said he was still open to the idea of a Bugatti sedan. Bugatti rolled out the Galibier 16C sedan concept in 2009 but the project was canned while Dürheimer’s predecessor Wolfgang Schreiber was running the show. With Dürheimer now at the helm, perhaps we’ll see Bugatti pursue a sedan once more.