Would you spend US$3 million on a car you’ve never seen?
In early February, Bugatti announced a very new, very pink rendition of its 1,500-horsepower Chiron Sport supercar, which has an 8.0 litre W16 engine and has a starting price of around US$3.2 million. Bugatti said a customer ordered the “truly unique” Chiron Sport as a gift for his wife and that it’s finished in matt blanc and silk rosé, which are just fancy ways to say “white” and “pink”. The latter is a new colour for Bugatti.
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White and pink are the theme inside and out, with pink trim, stitching and other accents woven into the interior which, full of leather and suede-like Alcantara, glows with all the airiness of one’s own personal atrium.
The car also has custom “Alice” logos all over it, which we would assume is the name of its new owner. However Bugatti has refused to specify, instead referring to the car itself as “Alice” and leaving it at that.
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Bugatti said Alice “typifies the near-infinite number of possibilities in the bespoke Bugatti customisation journey”, and that’s because hyper-customisations – and the price hikes that come with them – are big business for limited-production carmakers like Bugatti.
Bentley, for example, recently brought back “coachbuilding”, or taking existing car platforms and placing expensive custom-built bodies on top of them. Ferrari, which apparently won’t make you a pink car no matter how much money you give it, will do just about anything else. Last year, the company finished a two-year build on a one-of-a-kind car called the Omologata.
Rolls-Royce even has a lamp that’ll simulate your car’s colour under the sun anywhere in the world, allowing you to see whether that shade of blue you like looks nice in both Paris and Monaco. That can make or break a choice, we hear.
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But you know what looks nice no matter which holiday home you happen to be visiting? Pink, because only a brave few are willing to make their car look like the embodiment of a hopeful teenager’s “When I Become a Millionaire” board on Pinterest. Even fewer have the cash to actually do it.
And if that cash is going toward a ridiculous car anyway, it might as well look the part. The very, very pink part.
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This article originally appeared on Business Insider.
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