BOLD PLAN FOR BUGATTI

When Mate Rimac arrived at Bugatti, many assumed they knew exactly what would happen next. A young entrepreneur known for building some of the world’s most advanced electric hypercars had taken control of one of the most historic automotive brands on the planet. The expectation seemed obvious: Bugatti would become electric, digital, and increasingly focused on technology. The reality turned out to be very different. Rather than taking the easiest path, Rimac chose the more difficult one. While an electric Bugatti based on Rimac technology would have been relatively straightforward to develop, he believed it would not be true to the spirit of the marque. Instead, he approved one of the boldest decisions in modern automotive history: the creation of the Tourbillon, powered by a naturally aspirated V16 engine. It was a choice that surprised the industry, challenged expectations, and demonstrated that respecting heritage does not mean standing still. What makes Rimac’s leadership unique is the balance between innovation and restraint. He openly admits that some of his more radical ideas are first explored within Rimac before potentially finding their way into Bugatti at a later stage.

For him, the product always comes first. Titles, traditions, and corporate conventions are secondary to creating something extraordinary. Yet despite his technology-driven background, he understands that Bugatti represents far more than performance figures. It is history, craftsmanship, and emotion. That philosophy has already delivered results. Under his leadership, Bugatti has achieved record production numbers, increased profitability, and successfully sold out the Tourbillon. More importantly, it has retained its identity while preparing for a new era. For Rimac, however, the Tourbillon is only the beginning. The ideas are already there. The challenge now is turning them into reality.