Good marketing...

September 12, 2007
A mere 24 hours after having been launched, on the eve of the Frankfurt Motorshow, the five units of the special edition Bugatti Veyron 16.4 Pur Sang were sold.
The Pur Sang is based on one of the most legendary design elements of the Bugatti heritage, the two-tone theme. But instead of two paint colors, a pair of pure materials are used: carbon fibre and aluminium.
This emphasizes the shape and the lines of the car in a new and dramatic way.
The Bugatti Veyron 16.4 Pur Sang, priced at 1.4 million euros, represents the start of a new individualisation programme initiated by Bugatti Automobiles SA in order to satisfy increasing customer demands for personal and bespoke options.

"Increasing customer demands for personal and bespoke options."
Really? If Rico had two million bucks to spend on a car, he'd demand some serious bespoke, too...
As for 'pur sang', that translates from the French as 'thoroughbred', which sounds about right.