Bugatti will stop chasing speed records to focus on 'other areas'

Bugatti made international headlines when it became the first automaker to break the 300-mph barrier. The French firm won't return to the Ehra-Lessien track in Germany to try beating its 304-mph record, because it's done chasing speed records for good.

"This was the last time for us," affirmed company boss Stephan Winkelmann during a short speech filmed in the company's factory. "From now on, our minds and our focus will stay on different projects," he added. He stopped short of delivering details about the projects he has in mind.

Bugatti's retirement doesn't come as a surprise; the company had started to shy away from setting speed records after it released the Chiron. At the time, its lost interest came as a surprise, because it had made history on several occasions by reaching jaw-dropping speeds with the Veyron. The 267-mph Super Sport variant of the car held the coveted title of the world's fastest car for years.

The company spent much of 2019 celebrating its 110th birthday with special cars like the one-off La Voiture Noire unveiled at the Geneva Motor Show, and the limited-edition Centodieci first shown at The Quail, a Motorsports Gathering in California. While it won't continue releasing two special projects annually in the foreseeable future, Bugatti will keep the momentum going in the coming years.

"One thing is for sure: we will have a great future," Winkelmann concluded. Time will tell whether it involves a long-tail Chiron variant inspired by the record-breaking car, a long-rumored SUV, or something else entirely.

By Ronan Glon