Opinion / At US$2 million-plus, these Aston Martin, Bentley and McLaren supercars are too cheap – Bugatti charged US$19 million for La Voiture Noire by understanding the true value of luxury
Limited editions of one, 5,000-year-old wood panelling, inspired by James Bond and being illegal to drive in some countries are just some of the edges these car brands go to when it comes to crafting super-exclusive supercars – but could they be charging even more if they believed their own hype?
This is part of STYLE’s Inside Luxury column.
One critical aspect to inspiring affluent customers to dig deep for a perceived luxury is offering experiences that appear to be once-in-a-lifetime. A moment people will never forget. In other words, a truly luxurious moment is one in which we become aware that we are experiencing something so extraordinary that it makes us feel part of something bigger, a part of history. In a recent discussion with the CEO of a luxury brand, she used the word “immortal” to describe that sensation.
This means that luxury is the realisation of something extreme, rare and highly unusual. One of the most powerful and underutilised luxury tools is to create a limited edition. Car brands in particular have embraced this recently to create polarising, exciting, exhilarating, and importantly, highly limited dreams.
There is a significant gap between the US$2 to US$3 million-dollar price points of Aston Martin, Bentley and McLaren and the world’s most expensive car ... And this may indicate that some of these stunning, exhilarating, and inspiring cars may be too cheap
One of the most extreme limited editions came from by French carmaker Bugatti. Last year CEO Stephan Winkelmannintroduced La Voiture Noire, or the “black car”. If you expected it would come in black, you are not mistaken. And its name and colour place it in automotive history.
The inspiration comes from the 1936 Bugatti Type 57 SC Coupé Aero, Ref. 57453, the original La Voiture Noire, a car that for many has become the most beautiful and spectacular ever made. Jean Bugatti considered it the most innovative car he ever built. Following his early death in 1939, in a car accident at the age of 30, it remained his most admired masterpiece.
While the modern version is based on a Bugatti Chiron, its interpretation of the classic details in a limited edition became the most expensive new car ever sold, at around US$19 million after taxes. As a historic special edition of one, it creates extreme desire and thus extreme value. It’s a stunning showcase of how much value a car can command when it is limited and placed into a unique historical context.
McLaren, one of the most admired sports car brands in the world, took a different take on a limited edition with its Speedtail sports car. The edition of 106 cars was sold out in record time at a price point of US$2.76 million. It has an unusual design, boasts a three-seat layout and exceeds speeds of 250mph (400km/h).
The car’s set-up is so unique that it is not street legal in the US. To achieve its extraordinary speed, the car uses cameras instead of side mirrors to optimise aerodynamics. Despite this, it is rumoured that about 20-30 per cent of the cars are sold to customers in the USA, who will have to import the car via show and display rules. They will need to keep the mileage below 2,500 per year. This is a clear indicator, that being “difficult to use” can drive up the value of a luxury offer dramatically and spur desirability.