Bugatti must pair charisma with performance, says new design boss

Frank Heyl, design director, Bugatti

Car Design News interviews Bugatti’s new design director, Frank Heyl 

Bugatti recently named a new design director, promoting from within after a long-standing figure stepped down. Former director of design Achim Anscheidt retired last month after 19 years at the company, with Frank Heyl stepping up to the top job, himself a 15-year servant to Bugatti and deputy to Anscheidt since 2019.

Heyl began his career as an exterior designer in the late noughties and more recently played a leading role in shaping models including the Chiron, Divo, Bolide and W16 Mistral. Speaking to Car Design News from Pebble Beach, he explained the importance of maintaining a long-term vision for the brand, how Bugattis are “shaped by speed” and spoke of the “joyful” relationship with engineering. 

BUGATTI Achim and Frank Heyl

Former director of design Achim Anscheidt (left) retired in July

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