Innovating Bugatti’s Brand

“These are the spaceships of the automotive world. Brands like Bugatti allow an automaker’s most talented designers, engineers and executives to explore bold aspirations without leaving the company to do so.” 

Our CEO Erich Joachimsthaler spoke with CNN Business in October 2018 to discuss Volkswagen transforming Bugatti into a modern, 21st-century brand. Read the full article here.