Details have surfaced of Bugatti’s latest hypercar, and all 50 of them will go out to internet influencers with the sole purpose of making their viewers feel poor. The Bugatti Octarine sports a supercharged version of the Tourbillon’s engine, and only leave the factory in a specific shade of green paint — green being the color most commonly associated with envy.
“What’s more valuable to car collectors than a car people can’t buy?” Bugatti CEO, Nate Rimac, asked us over his sixth breakfast Mimosa on a private island beach. “Exclusivity is our brand, I mean, sometimes we pretend it’s about Bugatti’s Formula 1 and Le Mans racing heritage, but it hasn’t raced in a real event since the 1950s. Now it’s time to lean into being so exclusive that no amount of money can buy the car.”
Bugatti plans on delivering the Octarine to 50 car and lifestyle influencers over the next year, loaning them for six months each to maximize video production and smug bastard time. Once the cars are returned, they will be crushed. The influencers will have the opportunity to present as their loan car is destroyed to live stream the event.
“Surely if you saved one, it would sell for crazy money?” we asked, baffled.
“Certainly,” Nate said, “But this isn’t about money. It’s about making the people that can afford them at any price to feel the envy. It’s not good enough only making the poors and the middle classes feel poor anymore. Once we make the rich feel poor, we know we are the ultimate brand when it comes to exclusivity.” Then he leaned in and said, “Don’t tell anyone, but it’s just another reskinned Chiron with our next generation engine.”
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