The Bugatti Baby II Is a Luxury Ride for Kids With Racing Pedigree

The battery-powered car will cost up to $74,500

The car is three-fourths the size of the Type 35, and comes in three different models. - Credit by Bugatti Baby, The Little Car Company
Headshot of Kaila Mathis

In celebration of Bugatti’s 110th anniversary, the brand has rolled out a car fit for future customers.

Bugatti is debuting the Baby II, an homage to a mini-car named Baby created by founder Ettore Bugatti for his son, and eventually sold to 500 kid drivers in the 1920s and ’30s. Similarly, this time around, the brand will only create 500 Baby IIs, which are three-quarter-size replicas of its iconic Type 35 racing model.

In true race car fashion, the Baby II will feature three modes: novice (which can go up to 20km/h), expert (up to 45 km/h), and an upgraded Speed Key mode that disengages the speed limiter entirely. It is 9.2 feet long and 3.3 feet wide, and its pedal box adjusts to various driver heights, allowing kids and adults alike to operate it.

“The Bugatti Baby II has grown up to be more of a teenager now,” Stephan Winkelmann, president of Bugatti Automobiles, said in a statement. “I must say I’m very excited to see it drive around on the Bugatti premises in Molsheim.”

The French automaker is placing an emphasis on the exclusivity of the car, crafting an individual plaque and chassis number for each of the 500 vehicles.

The model aims to give drivers the sense of being behind the wheel of a real Type 35, replicating its leather seat, four-spoke steering wheel and well-known gadgets. The main distinction will be Baby II’s electric motor.

The dashboard replicates distinct features from the Type 35 model.

Though the car might be kid-sized, its price tag is not: Buyers can expect to spend anywhere from $38,000 to $74,500 on the vehicle, depending on the model, leather and paint choices. The car brand is providing an online configurator that guides consumers in building their personalized rides.

Some competitors have put out similarly outrageously expensive kid versions of their token models, such as the Ferrari 512 Testarossa in 2017 for $97,000. Others have stuck to more kid-friendly prices under $500, such as the Porsche Roadster, the Range Rover Sport and the Bentley GTC.

Bugatti isn’t the only car brand getting sentimental at the moment. Nissan named its new electric SUV Ariya, after a marketing executive’s niece; Ford revived its nostalgic Bronco model; and Fiat invoked fans’ love for Elvis in its latest spot.


Kaila is an intern for Adweek in the Brand Marketing Department, and covers news in brand marketing and retail. She is a rising senior at Villanova University pursuing a degree in PR & Advertising and Journalism.
Publish date: July 28, 2020 https://stage.adweek.com/brand-marketing/bugatti-baby-ii-luxury-car-kids/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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