Each August, Monterey Car Week and the Pebble Beach Concours d’Elegance turn California’s majestic Central Coast into a spectacle-worthy stage for the globe’s most extraordinary automobiles.
Having attended Monterey Car Week since childhood (as a native of Pebble Beach), I’ve witnessed the expansion of car week over the past few decades. Transforming from a singular vintage auto showcase into a multi-day affair featuring the best cars in the world, it’s become my favorite week of the year here.
Bringing a whirlwind of excitement, combined with the beauty and craftsmanship of the world’s most breathtaking vehicles, Car Week has become more than an annual event – it’s now heralded as the epicenter of automotive excellence.
What began in the 1950s as an elegant classic car showcase (a clever marketing-driven initiative by Del Monte Forest founder Samuel B. Morse, to entice affluent travelers to invest in Pebble Beach real estate) has since evolved into the premier stage for the world’s most prestigious automotive celebrations.
Bugatti, a marque synonymous with heritage, racing triumphs, and breathtaking design, once again stole the spotlight.
From historic icons displayed on the 18th Fairway of the Pebble Beach Golf Links to record-shattering, modern-day hypercars, Bugatti has always pushed the limits of artistry and speed.
This year, I stepped inside the exclusive Le Domaine Bugatti at The Lodge at Pebble Beach to sit down with Frank Heyl, the brand’s Director of Design, for a conversation about the future of bespoke craftsmanship and the debut of a hypercar unlike any other.
A New Era of Bespoke Design & Unparalleled Coachbuilding Capabilities: Programme Solitaire
Given the brand’s long-standing reputation for its ability to achieve both manufacturing perfection, unsurpassed design prowess, and superior performance, Bugatti has long catered to the desires of its most discerning clients through Sur Mesure, a program that offers tailor-made paints, embroidery, and intricate interior details.
Yet, as I’ve learned, Programme Solitaire ushers in an entirely new dimension of personalization. Inspired by the golden age of coachbuilding, when Jean Bugatti’s coachwork produced some of the marque’s most legendary shapes, Solitaire allows a client to do more than specify finishes; it enables them to reshape the very geometry of their car.
As Frank explained, “Sur Mesure already allows custom paints and finishes, but Solitaire is the next step; it changes the actual geometry. The exterior, the theme, the story; it becomes a piece that exists nowhere else.” In this way, Programme Solitaire reawakens the brand’s historic spirit of individualization while charting a bold new path for modern hypercar creation.
If there was ever a program to exemplify their entire team’s devotion to the mastery of excellence, this was it.
Bugatti Brouillard: A Thoroughbred Vision
The first commission from Programme Solitaire is nothing short of a statement piece. Brouillard (a one-of-one, $20 million hypercar brought to life with elaborate details) made its global debut during Monterey Car Week, unveiled at The Quail before taking pride of place at Le Domaine Bugatti in the heart of Pebble Beach, California.
Named after Ettore Bugatti’s cherished thoroughbred horse, Brouillard embodies grace, strength, and artistry. Its fluid, muscular surfaces evoke the organic anatomy of a stallion in motion, while its deep green exterior breaks away from Bugatti’s traditional racing blue, inspired by the lush landscapes of pastures that horses would graze in. The interior carries equestrian references throughout — from custom horsehair fabrics and tartan-woven panels to a bronze sculpture of Brouillard, seamlessly integrated into the gearshift.
As Frank described it: “It’s like car couture, borrowed from haute couture in fashion. Every element is tailored to the client and story.”
Bugatti Rimac Chief Technology Officer (Emilio Scervo) explained the technical aspect of developing this exceptional hypercar by explaining:
“Broulliard is a one-off masterpiece creation. It pushes Bugatti’s mastery in engineering and design to new heights. We had less than 18 months to define, develop, and deliver the Brouillard, and this required a right-first-time approach. Our strategy has been to create a very accurate digital twin based on correlated virtual models of former projects, like Mistral.
We therefore have been able to carry out a very extensive virtual development campaign, which included, for example, tens of CFD simulations to drive the design of the car in delivering the right aero balance, drag, and lift to grant the overall performance and vehicle dynamics parameters. Same for crash simulations, powertrain and vehicle performance, NVH, and all the other vehicle attributes.
Beyond our digital development campaign, we will carry out a thorough testing activity to prove that the vehicle meets our targets, which includes all the quality and customer-related ones.
We are just a few months away from our engineering sign-off and, so far, we are on track and confident to deliver this one-off masterpiece.”
Powered by Bugatti’s legendary 1,600 PS W16 quad-turbocharged engine and crowned with an expansive glass roof and wide ducktail wing, Brouillard proves that performance and poetry can share the same reins.
A couple of years ago, Jascha Straub enlightened me about Bugatti’s Sur Mesure program, which is a deeply intensive customization program that brings clients’ wildest dreams to life. Since Bugatti, as both a brand and a 116-year-old company, prides itself on exceeding client expectations and creating incomparable pieces of moving art, it’s no surprise that its most recent spectacle commenced its fully bespoke new program.
As explained by the company, “The Programme Solitaire is inspired by Bugatti’s coachbuilding roots, a tradition that flourished in the early 20th century when the most beautiful automotive bodies were created through collaboration between car companies and specialist coachbuilders.”
Q&A with Frank Heyl, Director of Design at Bugatti
During the Pebble Beach Concours d’Elegance a few weeks ago, I sat down with Frank Heyl, the Director of Design for Bugatti Rimac, to learn about the intricate stylistic expression and ornamental details showcased within this spectacular equestrian-inspired vehicle.
Christina-Lauren Pollack: What inspired the launch of Programme Solitaire? What makes it different, and how does it fuel your creativity as a designer?
Frank Heyl: We start from the customer’s perspective. Owning a Bugatti is very individual; it’s tailor-made to each client. Through our configurator, there are countless possibilities. With Sur Mesure, we go further – custom paints, unique materials, even special embroidery or finishes. But Programme Solitaire goes beyond that. It’s about creating physically different geometries on the car. We take a platform, in this case the Mistral, and completely redress the exterior to suit a specific theme. It’s individuality, uniqueness, and also a financial statement. If you receive a one-of-one allocation from Bugatti, it will never be worth less.
CLP: With Brouillard, you created something more than a car; it’s essentially art in motion. What was the most rewarding moment in bringing that vision to life?
FH: Seeing the customer’s reaction. These projects require mutual respect and discipline. We can’t endlessly iterate; we need clear decisions and trust. I’ve been with Bugatti for 17 years, from the Veyron Super Sport to the Chiron and Tourbillon, so clients know my recommendations come from experience. That trust allowed us to create Brouillard together.
CLP: The car was commissioned by a client (The Perridon Collection), which reportedly owns the world’s largest Bugatti collection. How did this collector’s passion for the brand and his knowledge of its legacy shape the creative journey?
FH: His collection is remarkable – not just cars, but also Bugatti art, sculptures by Ettore’s brother Rembrandt, and furniture by Ettore’s father Carlo. He knows the family’s history deeply. Ettore himself loved horses, and his favorite was an Irish sport horse named Brouillard. He even designed a special barn door that the horse could open with its nose. We thought it was a beautiful, little-known story – and it became the inspiration for this one-off car.
CLP: Was it Bugatti’s idea to bring in the equestrian theme, or did the client suggest it?
FH: The owner suggested it. He said, “I really like this story – let’s do something with it.” From there, the Brouillard project grew.
CLP: Where did the choice of green come from?
FH: We explored many directions, but ultimately, horses live in nature – and nature is green. Green is also unusual for Bugatti, which is often seen in French Racing Blue. It made the car even more striking.
CLP: The interior is equally unique, with horsehair and tartan woven fabrics. Can you tell me more about those details?
FH: We like to think of it as car couture, inspired by haute couture fashion. Every element is tailored to the client and story. We used horsehair fabrics in the door panels, tartan details inspired by equestrian gear, and even gave the steering wheel tartan grip handles, a first for Bugatti. The roof is entirely glass, flooding the cabin with light. And the gearshift contains a miniature sculpture of the Brouillard horse – bronze on the outside, with an aluminum scan embedded inside.
CLP: If you had to sum up Brouillard in three words?
FH: Just one: incomparable.
CLP: The design feels fluid and sculptural, almost like a living creature. How did you approach the form language?
FH: We deliberately avoided angular shapes. Since it’s inspired by a horse, we wanted organic, muscular forms – smooth surfaces like the curves of a horse’s body. That became the foundation. Then we layered Bugatti DNA: the central line, the horseshoe grille, real machined aluminum details, and an integrated ducktail wing that spans the full width. It’s both sculptural and distinctly Bugatti.
CLP: When you first saw the finished car, what emotion ran through you?
FH: We had a full-size painted design model, and that moment – seeing it sculpted in reality after months on screen- was remarkable. To touch it, to walk around it, to see the volumes; it’s always unforgettable.
CLP: Beyond horsepower, what do you hope people remember about this car: the humanity, culture, and history behind it?
FH: Authenticity. At Pebble Beach, we talk about “period correct” – a car must reflect the tools and methods of its time. That authenticity makes it timeless. I want these designs to last a hundred years, for future generations to walk the lawn and say, “My grandfather worked on that.”
CLP: Looking ahead, how do you personally guide a project that’s both a client’s dream and your artistic vision?
FH: My role is integration. Design is like a three-dimensional puzzle with five thousand pieces. Dozens of people contribute, but it must feel as if it came from one hand. My responsibility is to put out a clear vision, ensure discipline, and unify all elements into one story.
CLP: How long does a project like this take, and how involved is the client?
FH: So far, it’s been one year to reach this show car model, and it will be another year until completion. We had about five meetings with the client, each with key decisions. I propose, I advise, and he decides. It’s collaborative, but also structured.
With Programme Solitaire and the unveiling of the Bugatti Brouillard, the timeless brand has proven once more that its artistry is timeless and endlessly adaptable. By blending equestrian inspiration with cutting-edge performance, the brand has not only honored Ettore Bugatti’s passions but also redefined the meaning of bespoke luxury in the modern age.
After all, at Monterey Car Week this year, Bugatti didn’t just bring horsepower; it brought a thoroughbred vision to life.
[Media access provided by Bugatti. All opinions are my own. Image credits: Bugatti and Christina-Lauren Pollack for Inspirations & Celebrations.]
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