Bugatti positions combustion supercars as a Swiss-watch-style luxury market

Bugatti CEO Mate Rimac is described as saying the supercar market is entering a “Swiss-watch phase,” in which wealthy buyers prioritize precision mechanics, handcrafted details, heritage and emotional appeal over high-end electronics and electric drivetrains. The broader market, by contrast, is described as moving toward lower-priced EVs, creating a split between mass-market electric cars and ultra-luxury combustion models.

That view is being linked to Ferrari’s Luce. A theory based on conversations with dealers holds that the Luce’s launch may be encouraging buyers to seek older gasoline Ferraris, potentially lifting prices for models such as the 458 and 488. Ferrari is said to have sold 500 Luce vehicles, while production of the F80 Aperta is estimated at roughly 300 to 400 cars; the Aperta could become highly valuable and potentially offset depreciation on a Luce for some owners.

Rimac’s earlier creation of the electric Nevera is presented as consistent with this strategy: his EV background does not rule out treating Bugatti as a handcrafted, internal-combustion-oriented brand.