Analysis of Luxury Brand (Research Paper Sample)

Abstract
Bugatti automobile is known for its detailed engineering of its automobile as well as the artistic execution of its designs. The beautiful and high speed luxurious cars want to have a share of the luxurious automobile market of Australia. The Australian market is perfectly positioned for luxurious products such as Bugatti cars. The country is highly developed and is among the top 15 economies in the world. The market into segmented into three categories namely: high class, middle class and the low class. The target market for the Bugatti cars is the high class and middle class citizens and individuals in Australia who can afford the high price of the Bugatti cars. for The Bugatti cars will target the following group of people in the Australian market: celebrities, dignitaries, high profile government employees such as cabinet secretaries, sport personality, business men, tourists and the ruling class.
Introduction
The Bugatti Company is a manufacturer of high performing automobiles. The company began in Molsheim. It was started by a well-known Italian car designer. It has manufactured some of the fasted and the most exclusive cars in the world. Between 1909 and 1950s the company the fastest sport cars in the world. The company was a family based business that did not pass the test of time and collapsed in the 1950s. Lack of proper transition of its main founders contributed to its collapse. The company was faced with severe financial crisis in the 1950s as a result it stopped producing vehicles. The company was revived in the 1960s due to its great potential of airplane business. The current owner of the Bugatti brand is the Volkswagen group of companies. The company has been using the brand to produce exclusive sport cars. Limited version of some of the most exclusive and fastest high end sports car have been launched by the company. Highly detailed designs and elegant artistic framework is the key feature that defines the Bugatti car models. The public opinion of Bugatti was highly boosted by its type55, type 57 and type 35. In 2000, next generation of Bugatti models were released into the market. There are currently three luxurious cars that have been produced form the Bugatti brand. The Bugatti designs include: Veyron, Super sport, Grand sport and Vitesse. The brand is currently on the verge of expansion to other parts of the world such as Australia as the desire of consumers on luxurious vehicles increases. This paper is going to focus on the luxurious Bugatti brand and its effort in increasing its market share in other parts of the world such as Australia.
The history of Bugatti
Bugatti was founded in 1909 by an Italian born, Ettore Bugatti in the city of Molsheim, France which was by then under the control of the Germany Empire. The Bugatti cars were distinguished for their unique beauty. Ettore Bugatti was raised in a family of artist which greatly influenced his unique designs of automobile. He was an artist as well as a constructor. He manufactured race cars that participated in many races and won. In 1939, the only successor for Bugatti, the son of Ettore Bugatti, Jean Bugatti died putting doubt on the future of the company since there was no clear successor. To worsen this situation, Ettore Bugatti died in 1947 bringing to an end the future of Bugatti automobile. By the time Ettore Bugatti died, the company had managed to make less than 8000 cars. The company encountered financial problems in the 1950s during which it released its last model. In the 1960s its airplane parts were bought. An entrepreneur from Italy revived the company and produces limited versions of the sports cars. Currently, Bugatti brand is owned by Volkswagen which a group of automobile manufacturing company based in Germany (bugatti.com).
In 1998, the Bugatti brand was acquired by the Volkswagen AG group of automobile company. The company decided to relocate the production of the next generation of the legendary Bugatti brands of car to its original location, that is, Molsheim in Alsace. The current manufacturing only occupies a small portion of the original area whereby about 1200 workers were employed in the assembling of the classic Bugatti models. The Château Saint Jean, which has since been renovated, is the current administrative center of the Bugatti brand. The assembly of Veyron is conducted at the newly constructed oval studio.
Bugatti heritage
Bugatti automobile is known for its detailed engineering of its automobile as well as the artistic execution of its designs. The Ettore family was naturally artistic since the father of the founder, Carlo Bugatti who lived between 1856 and 1940 was an artistic carpenter and a jewelry designer. The founding father of the Bugatti has become a respected figure in the automobile engineering globally (bugatti.com).
The unique construction of Bugatti as well as the high aesthetic standards fascinated the public and generated a practically endless passion in those privileged enough to own such kind of automotive works of art. The origins of this exceptional company are essentially linked to the classic automotive era that was highly defined by the interwar years. The motor racing sport had a great influenced on the image of the Bugatti brand. Many drivers who were driving the Bugatti brand of racing cars emerged victorious.
Bugatti family
Bugatti family members were blessed with artistic talent as well as engineering genius that made them to develop unique automobile during their time. Giovanni Bugatti was a well-known sculptor and architecture. In the 20th century the son of Giovanni Bugatti, that is, Carlo Bugatti become internationally for the revolutionary designs of furniture made from exotic materials. The sons of Carlo Bugatti, Ettore Bugatti and Rembrandt Bugatti had engineering and designing ability. Although Ettore and Rembrant had some similar characteristics, they were very different and each person would choose a different career path. They did not follow the career path that their father had envisioned for them. While Ettore was an engineer, Rembrandt became the sculptor, the work of the letter still continues to cost highly even in the world of today. Ettore emerged as the most famous individual in the clan of Bugatti. The defining elements of Ettore’s work were the high aesthetic standards, craftsmanship and design. He is considered to the legendary engineer whose works had a great impact on the automobile industry. Jean Bugatti, who had was the only successor of the Bugatti brand died so soon putting the future of the future of the company into a crisis. Jean had the ability of carrying on with the tradition of the family applying engineering and art to make automobiles. After the world war, the family business was taken over Roland Bugatti who was the younger brother to Jean. The inability of the Bugatti to keep up with the development in the automobile industry made it to lose its stake as a major player in the world of automobile. Its legendary effect has made it not to be forgotten and it still leaves on.
The Bugatti brand
Since time immemorial Bugatti has been the Centre of elegance, extraordinary design, exclusivity, style, great passion and luxurious automobiles. The brand has a legacy of introducing legendary sport cars that often leaves a great impression on the global scene. High precision engineering is used in the development of the brand. It has a distinctive construction and manufacturing process that makes it stand out as an extraordinary brand of automobile. The logo of Bugatti brand reflects independence, individuality and the elegant character of the Bugatti automobile. It has an oval shaped pearl-framed logo containing stylish initials of the founder of the brand, Ettore Bugatti. The logo has been adorned by the Bugatti word mark since 1909. The logo is an embodiment of the brands desire to offer unique and outstanding experience to its customers. The brand values of Bugatti have been integrated into the new Bugatti automobile model known as the Veyron. Veyron was launched in 2005. It is an aesthetic master piece of engineering work. It is a perfect match for the contemporary racing cars just like its predecessors (bugatti.com).
The legacy of Bugatti can be traced back to 1901. During this period Ettore Bugatti and his son came up with a perfect framework that incorporated both art and technology giving them a clear idea on designs and construction. During the 1920s, cars made by Ettore Bugatti became the epitome of unmatched technical beauty as well as being the perfect embodiment of light construction. In the 1930s, the body works design of Bugatti had a long lasting impact on the style of body works. During this time, Ettore Bugatti manufactured type 35 car which considered being an invincible racing car that was emerged as the best during that era. In addition, Jean Bugatti also produced a two-seater car type 57SC. All these superior design are an embodiment of the genius of their creators. The history of the legendary brand surpasses its two formative engineers and designers as well as the art and technology involved. This legendary history acted as a pioneer in the automobile industry. The legacy has been passed on into the Veyron (bugatti.com).
Bugatti design
The following are new designs of Bugatti: Veyron, Super Sport, Grand Sport and Vitesse. Veyron
Veyron 16.4 brings out the best experience of two worlds. It unites the great performance of the Super Sport with the elegance of Grand sport. It is proves that intelligence and beauty can be combined to produce a master piece.
Grand Sport
This design was created with the aim of redefining boundaries of technology in the construction of automotive while at the same time appealing to the exceptional automobiles that is aesthetically inclined. This car brings together the pinnacle of luxury a great driving ...