Bugatti launched a new configurator tool that lets Veyron owners customize their hypercars to reflect current tastes or match newly purchased vehicles like the Tourbillon supercar. The tool allows existing Veyron owners to refresh their cars' designs without purchasing an entirely new machine, addressing a gap for collectors who want modern aesthetics on their legacy hypercars.
Automotive journalist Elana Scherr used the configurator to design her ideal Veyron specification. The exercise showcases how Bugatti is engaging its ultra-wealthy clientele by offering personalization options that extend beyond the initial purchase. Veyron owners spent between $1.7 million and $2.7 million on their vehicles when new, and many remain in active use despite the models' 2005 to 2015 production run.
The configurator reflects broader trends in the hypercar segment. As manufacturers introduce new models, they must keep collectors engaged with their existing fleet. Bugatti faces direct competition from brands like Ferrari, Lamborghini, and newcomers like Rimac, all fighting for attention from the same pool of ultra-high-net-worth buyers. Offering customization tools strengthens brand loyalty without requiring a full redesign.
Scherr also drove a Bugatti Super Sport during the testing process, reinforcing the brand's performance heritage. The Super Sport variant produced 1,200 horsepower and served as the Veyron's ultimate expression before production ended. The configurator lets owners add modern paint options, interior treatments, and wheel designs that align with contemporary luxury preferences.
This move demonstrates how hypercar makers monetize existing customer bases. Rather than pressure owners to trade up immediately, Bugatti offers refresh options that keep the Veyron relevant in garages alongside brand-new Tourbillons. The Tourbillon itself