Elevating Bugatti Rimac's brand with hyper-custom merchandise

In the world of luxury hypercars, where every detail matters, Bugatti Rimac has set a new standard for automotive excellence. Born from the merger of Bugatti, the legendary sports car manufacturer, and Rimac Automobili, an innovative leader in electric hypercar technology, Bugatti Rimac represents the pinnacle of high-performance engineering and design. As part of their strategy to reinforce their brand's prestige and connect with their elite clientele, Bugatti Rimac collaborated with Sunday to create bespoke merchandise that reflects the same level of craftsmanship and attention to detail found in their vehicles.

This case study highlights two key initiatives: the creation of hyper-custom raincoats as top-tier gifts for key prospects and the development of a meticulously designed merchandise collection for the launch of the Rimac Nevera Time Attack—a limited edition car with only ten units produced.

The challenge

Bugatti Rimac needed merchandise that would not only resonate with their discerning customer base but also align with the brand's ethos of luxury, exclusivity, and cutting-edge technology. The merchandise had to serve multiple purposes, including:

1. Impressing key prospects at major car fairs and events with high-end, memorable gifts.
2. Celebrating the launch of the Rimac Nevera Time Attack by offering fans and customers exclusive, beautifully designed merchandise that mirrors the car's uniqueness.

Hyper-custom raincoats: premium gifts for key prospects

To capture the attention of potential car buyers at high-profile events, Bugatti Rimac commissioned Sunday to design and produce hyper-custom raincoats. These were no ordinary raincoats; they were meticulously crafted to embody the luxury and exclusivity of the Bugatti Rimac brand.

The bespoke design: Every detail of the raincoats was carefully considered, from the subtle yet distinctive branding to the custom packaging that echoed the experience of unboxing a Bugatti or Rimac vehicle. The design needed to be subtle at first glance, with the black raincoat offering a sleek and minimal appearance. However, the details were meticulously branded: the zipper was crafted in a distinctive “racing green” and engraved with their logo, each button featured the Rimac icon, and the inner lining showcased a luxurious pattern of the logo. The interior labels were beautifully woven to exude a sense of true luxury.

Exclusive distribution: These raincoats were not available for purchase. They were handed out personally to select prospects at major car fairs, making them a coveted item that further elevated the brand's exclusivity.

Impact: The raincoats were a massive success, creating a lasting impression on potential customers and reinforcing Bugatti Rimac's commitment to excellence. This initiative not only enhanced brand visibility at key events but also deepened the emotional connection between the brand and its elite audience.

Rimac Nevera Time Attack merchandise collection: celebrating uniqueness

The launch of the Rimac Nevera Time Attack—a hypercar limited to just 10 units—was a milestone event for Bugatti Rimac. To complement this launch, Sunday developed a merchandise collection that was as unique and exclusive as the car itself.

• Collaborative design: The merchandise collection was designed in close collaboration with Rimac's car designers, ensuring that each item reflected the car's design language and the brand's identity.
• Exclusive items: The collection included high-quality hoodies, t-shirts, and caps, each featuring design elements inspired by the Rimac Nevera Time Attack. The attention to detail in these items mirrored the precision and care put into the car's creation.
• Limited edition: Just like the car, the merchandise collection was limited in availability, adding to its desirability among fans and collectors.

Distribution and sales

• Webshop and physical store: The merchandise was sold through the Rimac online shop and in the physical store at the company's headquarters, where visitors could purchase these exclusive items during their tour.
• Premium experience: The buying experience was designed to reflect the luxury associated with the Bugatti Rimac brand, from the online shopping interface to the in-store presentation.

Impact

The Rimac Nevera Time Attack merchandise collection not only generated additional revenue but also enhanced customer loyalty and brand engagement. Fans of the brand who purchased these items felt a deeper connection to the Rimac Nevera Time Attack, further solidifying their status as brand ambassadors.

Conclusion

Bugatti Rimac's partnership with Sunday exemplifies how hyper-custom, high-quality merchandise can be a powerful tool for luxury brands. By creating items that are not only functional but also deeply aligned with the brand's identity, Bugatti Rimac was able to enhance their relationship with key prospects and customers, creating lasting impressions that go beyond the initial transaction.

Key takeaways

• Hyper-custom merchandise can significantly enhance brand perception, especially in luxury markets where every detail matters.
• Collaborative design processes ensure that merchandise reflects the brand's core values and aesthetics.
• Exclusive distribution strategies, such as limited edition items and bespoke gifts for key prospects, can create a sense of prestige and deepen customer loyalty.

For brands looking to elevate their merchandise strategy, the Bugatti Rimac case demonstrates the impact of investing in quality, design, and exclusivity. By aligning merchandise with the broader brand narrative, companies can create powerful tools for engagement and brand building.

If you're interested in exploring how hyper-custom merchandise can enhance your brand, or to see the full range of products created for Bugatti Rimac, contact us today.