Romano Artioli revived Bugatti by adding a touch of his own personality and steering the brand back into the world’s headlights. Discover more here. luxurycar
Apr 10, 2021 | By Abram YumWhen people think of the name Bugatti, the conversation often shifts towards theand designs, pioneered by Ettore and Jean Bugatti. That or the modern line of super cars like the Veyron or Chiron. Few mention Bugatti’s dark ages spanning several decades post-World War II . Even fewer bring up the determination, blood, sweat, and tears of Romano Artioli, who revived the brand, adding a touch of his own personality and steering Bugatti back into the world’s headlights.
The brand was eventually sold to Hispano-Suiza in 1963, another former automaker, and focused mainly on manufacturing aircraft components.When Bugatti shut down its production in 1952, 20 year-old Romano Artioli was thunderstruck. He had always admired the marque’s refined designs, forward-thinking ideas, and technical innovations. Upon hearing this devastating news, he vowed that “if no one reacts to the situation at Bugatti, I will work as long as it takes to one day bring the brand back”.
In the mid-1980s negotiations for the soul of Bugatti began. Artioli was determined to revive the Bugatti name and restore it to its former glory. He discreetly entered negotiations with the French government, using the sizable capital earned from his automotive empire. After two years, he succeeded in acquiring the Bugatti trademark and established Bugatti Automobili S.p.A in 1987.
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