VW/Bugatti
mass market vs luxury - vw eos bugatti veyron

Volkswagen's decision to acquire the Bugatti brand was a head-scratcher when it was made in 1998 and remains so 15 years later. After all, the original maker of Bugatti automobiles had been shut down for half a century, and the name had little resonance. VW went ahead to develop a monster it called the Bugatti Veyron, a super-fast (top speed: 250 mph) and super-expensive ($1.7 million) car hardly ever seen outside the collections of Middle Eastern sheiks. Only 30 were sold in 2011. One analyst estimates that VW loses $7 million on every Veyron it builds.


  @FortuneMagazine - Last updated December 06 2012 12:49 PM ET
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