Bugatti and Rimac has married and given birth to a new baby.
Its called Bugatti Rimac.
Yep.
Simple. Straight forward. Practical.
A very German approach I would say.
A marriage of necessity.
The corporate marriage of the 21st century.
I think it is a brilliant move.
Reason 1: Rimac is big on electric vehicles.
For all rhyme and reason, the future of mobility is in electric.
At least, till we find a new ground breaking source of energy or build an Ironman arc reactor.
Hydrogen fuel is too combustible and dangerous.
The public stigma and fear of nuclear energy won’t go away anytime soon especially after Fukushima.
We all know the narrative for fossil fuel.
So that leaves electric, which Elon has been a huge cheerleader for decades.
He is whetting the appetite of the governments and big industry players globally.
Making this merger a smart move, becuase all bets are on electric behicles.
Rimac doesn’t just build plain electric cars, they are hyper-car specialists.
Bugatti Rimac would take the electric knowledge and domain expertise from Rimac and merge it with the legacy of Bugatti.
Reason 2: Bugatti has more than a century of luxury legacy.
Bugatti is a 112 year of brand with so much history.
It sells cars at the range only millionaires can afford to entertain.
But more than that, when you purchase or drive a Bugatti, you are showing off class and legacy.
Bugatti invests and dedicates so much resources and effort into each of their cars, its absolutely bonkers.
But admittedly, it knows nothing about electric cars.
At least not as much as Rimac.
Can you imagine a 2,000 horsepower fully electric car in an elegant Bugatti Veyron?
That is a dream worthy of any engineer.
Reason 3: Bugatti is one of the most indebted company in the world.
I didn’t know this too.
With a net debt of around USD $191b, it is the world’s most indebted company.
It loses $6.24m for every Veyron it sells.
It was declared bankrupt several times in the last century.
Just at the turn of the 21st century, when they needed the moolah to invest in electric engines and R&D, they did not have the cash.
Starting to see why it made sense to merge with Rimac?
So yes, it may seem like a holy matrimony of two super brands that was dreamt up by executives in their cigar rooms, sipping whiskey and smooth talking over ideas.
But in reality, it was a merger of necessity.
A purposeful marriage of yin and yang that would not only “save” Bugatti, but allow Rimac to “buy” a legacy they never had.
Look beyond the surface.
It may surprise you.
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