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Just as the likes of Ferrari, Lamborghini, and McLaren are ramping up their one-off and special projects divisions, Bugatti is taking a different approach with its coach-building enterprise. The French automaker is keen on building more exclusive, coach-built models. That sits at the heart of its identity as a purveyor of luxury and super performance machines. Just don’t expect Bugatti to acquiesce to customer requests similar to what Ferrari, Lamborghini, Pagani, and a host of other exotic brands do. If Bugatti builds these models, it’s going to do it on its own terms, not someone else’s. Take this approach how you see it — is it smart or cocky in Bugatti’s part? — but you can’t argue that the automaker’s “‘for them’, not ‘by them’”
approach has given rise to some of the fanciest and most expensive cars you’ll ever see. And when that’s the case, why bother fixing it?
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