Marketing of Bugatti Veyron - Case Study Example

In terms of uniqueness of services, the Veyron is being billed as an exclusive automobile, almost as if to own one is being a member of a club. People who can afford the Veyron, which is priced in a way that makes premium pricing seem somewhat of an understatement, are looking for an item that signifies a strong impression of individuality. Veyron’s marketing seeks to take advantage of this by proposing that its product is one of the fastest, if not the fastest, car available for purchase.

Having limited numbers of the product with extensive options, which Bugatti has done with the Veyron and convertible, also adds to the uniqueness of services or the perception that the product is one-of-a-kind. The second principle is competition. Bugatti here is not dealing with competition in the ways we normally think of the automotive industry, for example, an Audi competing with a Volkswagen, by offering a better value. When the price tag of an automobile goes up into the hundreds of thousands, and then millions, saving a few hundred dollars for the same amount of seats, or having more cup-holders, or being more cost-effective with fuel, no longer is the yardstick used.

Bugatti is essentially competing with the Veyron with two types of competition: high-end sports cars, such as Ferrari, Lotus, Saleen, etc.; also, they are competing with high-end luxury cars such as Rolls-Royce and Bentley. All of these companies can afford to offer premium pricing.