Design

Each 159-gram Bugatti emblem takes 20 artisans several days to construct

The Bugatti emblem is known as the Macaron

Photo courtesy of Bugatti

The Bugatti emblem is one of the most iconic parts of any of the of the automaker's cars, whether they're one of the vintage Royale 41s or a new Chiron. It takes more than you probably realize to make the badge, which is also known as the Macaron.

“The importance that the Bugatti Macaron still has for our brand today is shown by its unrivalled quality, the loving attention to detail, and also the weight," says Stephan Winkelmann, President of Bugatti. "It is one of the very few components on our vehicles where weight does not play a role."

The Macaron has its start at the beginning of Bugatti. In 1909, company founder Ettore Bugatti attached an oval badge made of enamelled metal onto the radiator grille of the Bugatti Type 13, the first official Bugatti car. The white lettering was Mr. Bugatti’s own idea - he had designed a similar logo for his previous employer Deutz.

Bugatti emblems throughout history

Photo courtesy of Bugatti

In addition to "Bugatti" lettering, each badge features the initials "EB" (for Ettore Bugatti) about it in black. Sixty red dots on white surround the border. These dots were made to symbolize pearls or threads, a style that conformed to the Art Nouveau fashion of the day.

Over the years, Mr. Bugatti only slightly changed the Macaron.

Today, each badge is handcrafted at the Poellath GmbH & Co. KG Münz- und Prägewerk" in Schrobenhausen, Bavaria. Every part of the process is done by hand. They have been producing them since 2003, initially for the Veyron 16.4. The badge was enlarged for the Chiron1 in 2014.

Today, most badges are delivered in red. Only very few vehicles, such as the Chiron Noire or Super Sport 300+2 receive a Macaron in black. In addition to the Macaron on the radiator grille, Poellath also produces smaller badges that are used for things like the vehicle key.

Bugatti emblem creation process

Photo courtesy of Bugatti

Each badge starts life as 159 grams of sterling silver. It is formed by cutting a cylinder to a diameter of 45 mm at an angle of 30 degrees. Bugatti describes the process as taking 20 skilled workers around 10 hours spread over a variety of days. “The 970 silver base metal is embossed several times with up to 1,000 tons as part of a multi-stage process. The Bugatti lettering is raised from the base by 2.1 mm at the level of the border.“

Unlike in the early days of Bugatti, the new Macarons are cast using an enamel that is free of toxic materials. The enamel used before contained about 50 percent lead. Now, the enamel is made of inorganic compounds.

The enamel is melted and fused with silver at extreme heat (between 750 to 900 degrees Celsius). This helps create the 3D effect of the badge.

Each raised glass-like compound that emerges from the heat is cooled then finely sanded and polished by hand. "No machine is capable of doing this due to the different curvatures and the surfaces located at the back. The individual dots are also enamelled and processed by hand," said Thomas Demel, CEO of Poellath.

To complete the process, fast tending studs are brazed on. Then, the Macaron is ready to ride.

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Nuts & Bolts

 
 

Three Bugatti Divos have been delivered to U.S. customers.

Photo courtesy of Bugatti Beverly Hills

Three Bugatti customers on the West Coast have started 2021 off on a better note than the rest of us. Bugatti of Beverly Hills was recently able to deliver three of the four Bugatti Divo supercars that have been commissioned through the dealership to their new owners.

Each of the models has been customized to deliver the high-performance, exclusive drive and ride experience required by its commissioner. Ahead of their delivery, the three Divos took to the track together completing laps at The Thermal Club in Palm Desert, California.

The Divo itself is a unique Bugatti even before customization. It rides on new architecture that features more air inlets than other Bugatti models and a wide front spoiler that works to provide optimal air supply and aid with downforce. The car looks lower and longer than other Bugattis due to its slimmer side line. At the front of the grille is the traditional, 159-gram Bugatti emblem.

U.S.-bound Bugatti Divos

Photo country of Bugatti Beverly Hills

Each model is powered by a 8.0-liter W16 engine that achieves 1500 horsepower. That engine can propel the car up to its 236 mph top speed.

Bugatti's Atelier in Molsheim is charged with the creation of each Divo. The first deliveries of the hyper sports cars took place in August 2020. By the end of the first months of 2021, all Divos will have been delivered to their new homes.

"To see these spectacular automobile works of art go from a piece of paper to sitting here in front of me is a phenomenal feeling," says Tim O'Hara, General Manager Bugatti Beverly Hills. "It was a very involved and lengthy process that demanded our best skills and expertise. To deliver 4 of only 40 to be built in the world and see the project through fruition is deeply gratifying."

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The BMW xDrive system celebrates its 20th birthday this year.

Photo courtesy of BMW

The year was 2001. It was the second year of a new millennium that had gone ahead without much disruption despite all of the concerns about Y2K. It was the advent of modern infotainment systems and BMW was on the cusp of debuting their new iDrive system.

The technology first appeared on the BMW 7 Series, which was ridiculed for a whole host of reasons, with iDrive just another part of what critics thought was wrong with the car.

A new, four-minute video from BMW released to coincide with the beginning of CES celebrates (?) just how far the iDrive system has come in 20 years. Why the question mark? The video is the perfect example of the age old tale of the boy who likes the girl but to hide it he constantly picks on her and shows off in front of his friends, with a smattering of disrespecting your elders.

A story of generations. BMW is a part of CES 2021. www.youtube.com

The entire video takes place in a darkened garage with the 7 Series voiced by an aging male who uses words like "whippersnapper" to ridicule the forthcoming BMW iX, comparing it to a "Tomagachi" and accuses it of being a toy car because it's not in production yet. The iX is voiced by a female who accuses the 7 Series she calls "grandpa" with "sniffing at the gas pumps too long".

The iX accuses the 7 Series of being past its prime, saying that it's impossible to talk to "their generation". The two voices rattle through the various features of their iDrive systems and while the iX's voice goes over that system's, the 7 Series voice replies with a swear word that refers to feces from a male cow.

Then the iX voice explains what infotainment intelligence means to the 7 Series while touting that the iX "knows everything because I'm always online".

BMW iDrive Evolution: BMW 7 Series with iDrive (2001)

Photo courtesy of BMW

After being thoroughly insulted, the 7 Series drives away and the iX seeks them out saying the popular refrain, "I didn't mean it that way" before explaining that without the original iDrive the iX wouldn't exist.

While amusing, the video clearly fits in with social media posts the company has featured recently where they make fun of older buyers, who are also known as the bread and butter of BMW's audience. It's an interesting sales tactic.

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