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Out with the clay, in with the VR: Bugatti's design studio is all digital

Bugatti recently unveiled three limited-edition, multi-million-dollar Chiron derivatives in less than a year, a Herculean task for such a small company. Achim Anscheidt, the head of the firm's design department, told Autoblog maintaining this pace wouldn't have been possible without the use of virtual reality technology. "We have the feeling we don't need clay anymore. With VR, we can do everything on the spot. We can sit next to each other and talk about the car, we can change the wheels, change the color, and sometimes make modifications on the spot," he explained. In comparison, using clay has several disadvantages. It's more difficult to tell how sunlight reflects off the body, for example. It's also more expensive and far more time consuming. "It's only through [VR] that we had the chance to develop the Divo, the La Voiture Noire and the Centodieci in such a rapid amount of time," he affirmed. The team in charge of designing the EB110-inspired Centodieci notably began the project about six months before the car made its public debut at the 2019 edition of the ritzy, champagne-soaked Pebble Beach Concours d'Elegance held on California's picturesque Pacific coast. While VR isn't new, the technology wasn't advanced enough to replace clay in a styling studio until about 2016. Anscheidt hasn't looked back; going all-digital reduced the amount of time it takes to design a car by about 40%. This isn't a case of robots replacing humans, either. Bugatti still needs talented designers, and the number of people it assigns to each project hasn't drastically changed, but they now work differently than in the past. View 40 Photos And, the widespread use of VR in Bugatti's design department doesn't mean its cars are no longer drawn by hand. Anscheidt explained every project still starts with a series of sketches that allow designers to explore different directions and identify the one they want to take the car-to-be in. Here again, digitalization plays a substantial role. Early sketches are sometimes done on a tablet rather than on a piece of paper. "Of course, when [deputy design director] Frank Heyl and I go to lunch, we still sketch on napkins," he said with a smile. Knowing how to use 3D-modeling and VR is only one of the skills Anscheidt looks for when hiring new designers.

Audi CEO says brand's EVs are almost as profitable as its other cars

After, oh, a hundred years or so of building vehicles primarily powered by internal combustion engines, automakers around the world have been and still are pumping billions of dollars into the development of electric vehicle technology. Everything from platforms and batteries to motors and the software to control it all requires untold hours of development, and that takes time and money. Fortunately, it's not going to take long for that massive investment to start paying off, at least according to Audi CEO Markus Duesmann, who told Reuters in an interview that "The point where we earn as much money with electric cars as with combustion engine cars is now, or ... next year, 2023. They are very even now, the prices." As a brand, Audi contributed more than a quarter of overall profit for the massive Volkswagen Group, which has such powerhouse brands as Volkswagen and Porsche among others. Under the Audi umbrella are Lamborghini, Bentley and Ducati, and it seems those high-end branches aren't going anywhere, at least for now. "These brands ... are very valuable very profitable brands, where we can even expand the synergy level in the future," Duesmann said in the interview. "There are no plans whatsoever to get rid of them." Despite the overall profitability of the brand, the ongoing global chip crisis is causing headaches. "We had a very strong first half in 2021. We do expect a much weaker second half," said Duesmann, who added, "We really have trouble." In fact, so serious is the trouble that the brand is forced into "a day-to-day troubleshooting process" to limit the chip-shortage damage. The good news for the automaker is that Audi has been able to boost its profit margin from 8% prior to the pandemic in 2019 to 10.7% in the first half of 2021. The bad news is that various chip shortages aren't expected to get a whole lot better over the rest of the year. Related video:

Dan Neil pokes fun at the celeb cars of 2014

Look, we try really hard not to pay any attention to the Kardashians and their vapid reality TV empire. But, as troubling as that brood may be, occasionally we're impressed and/or horrified by their four-wheeled conveyances. In fact, that curiosity extends beyond talentless reality stars with rotund glutes to celebs in general. That's why we're enjoying Dan Neil's sometimes biting take on the celebrity cars of 2014. Besides paying tribute to Kim K, husband Kanye West and the adorable Lamborghini that their spawn rides about in, Neil also takes a look at LeBron James' turn as a Kia spokesman and boxer Floyd Mayweather's trio of Bugatti Veyrons. Matthew McConaughey is a focus of Neil's as well, thanks to his oft-panned advertisements for Lincoln (and the raucous parodies they inspired), before finishing on the high, with Jerry Seinfeld and his new Porsche 918 Spyder. Take a look at Neil's recap of the celebrity cars of 2014. News Source: The Wall Street Journal Celebrities Humor Bugatti Kia Lamborghini Lincoln Porsche Videos porsche 918 spyder celebrity dan neil