Bugatti Chiron Pur Sport Grand Prix Is The First Example Of The Brand’s Sur Mesure Program

Buyers of ultra expensive cars are fond of bespoke creations and Bugatti is well aware of that. Thus, besides offering limited production models like the Divo, Centodieci and La Voiture Noire, the brand has announced the Bugatti Sur Mesure program that’s designed to “meet growing customer demand for ultra-customized design, materials, and finishes”.

The first vehicle created as a result of the new customization program is the Bugatti Chiron Pur Sport ‘Grand Prix’ which is inspired by the achievements of racing driver Louis Chiron.

Bugatti was already offering a virtually unlimited combination of exterior colors and leather finishes but the new program takes things even further. Customers that choose the Bugatti Sur Mesure program will have a special team under their disposal, helping and guiding them in the creation of their “unique piece of personalized automotive art”. As expected, the process includes many visits to the Molsheim factory from the initial design concept to the final handover.

This is not the first time Bugatti has offered bespoke creations as in 2013 they built six Veyron ‘Les Légendes de Bugatti’, with the unique Chiron ‘Zebra 1 of 1’ following in 2019, and the more recent Divo ‘Lady Bug’ in 2021.

The brand new Chiron Pur Sport ‘Grand Prix’ is a perfect example of the program. The bespoke Pur Sport is inspired by the “20th century heroics of renowned racing driver, Louis Chiron”. The special livery with hand-painted 32 lettering on the doors is a nod to the Type 51 racecar which was driven to victory at the 1931 French Grand Prix by Louis Chiron and Achille Varzi.

For the exterior, Bugatti created two new colors for the ‘Grand Prix’, inspired by racecars from the ’20s and the ’30s. Look closely and you will notice the hand-painted EB pattern on the deep red fender graphics contrasting the light blue bodywork with lower parts in naked carbon fiber. Inside, there is plenty of Alcantara, a black anodized aluminum inlay for the center console, a silver hand-painted inscription, red accents, Grand Prix lettering on the center console, and a similar EB pattern on the door panels.

Hendrik Malinowski, Bugatti’s Managing Director for Sales and Marketing, said: “For many years, we have worked with our clients to create their own personal vision of the ultimate hyper sports car. It has always been a highly tailored process, but as an ever-increasing number of our clients request detailed and intricate customization, the launch of Bugatti Sur Mesure will ensure we can cater to their desires with the perfect level of detail required from a Bugatti. Our clients are often deeply intrigued by Bugatti’s motorsport lineage, and it’s fitting that the first Sur Mesure commission should pay homage to one of our great racing icons. We’re so taken with this creation that we intend to make many of this customer’s ideas available to more of our clients with the Chiron Pur Sport.”

Bugatti is currently wrapping up the production of the Chiron, with less than 40 available units remaining. All of them are Chiron Pur Sport and Chiron Super Sport models, so interested parties will have to dive deep into their pockets in order to acquire them – especially if they opt for something even more special with the Bugatti Sur Mesure program.