Bugatti opens a department dedicated to customising your bugatti

And to showcase the possibilities of ultimate personalization, Bugatti unveiled a Chiron Pur Sport on Thursday, meticulously tailored by its Sur Mesure team to the buyer’s exact specifications. As the name suggests, Sur Mesure—French for “tailor-made”—represents Bugatti’s approach to bespoke automotive craftsmanship.

Racing Heritage Inspires Modern Design

The design draws inspiration from Bugatti’s legendary racing cars of the 1930s, piloted by icons such as Louis Chiron and Achille Varzi. One standout example is the Bugatti Type 51, which famously raced under the number 32. This historic race number has been echoed throughout the new Chiron Pur Sport, including on the exterior where it has been hand-painted with meticulous precision.

Adding another layer of personalization, Sur Mesure introduced a subtle fading pattern incorporating the initials EB, honoring Ettore Bugatti, the brand’s founder. These details exemplify the balance between performance heritage and modern, bespoke artistry.

Personalization Process and Limitations

From initial concept to final handover, the Sur Mesure team works closely with the buyer, ensuring every design choice aligns with their vision. However, at present, Sur Mesure does not offer fully one-off cars—a domain currently dominated by rivals such as Ferrari’s Special Projects and Rolls-Royce’s Coachbuild programs.

Bugatti does produce coach-built vehicles, though these remain primarily designed by Bugatti rather than entirely by the customer.

The Significance of the Chiron Pur Sport Sur Mesure

The Chiron Pur Sport Sur Mesure represents a significant step in Bugatti’s bespoke offerings, combining racing heritage, personalized artistry, and modern hypercar engineering into a single, tailor-made masterpiece.