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Bugatti dumps dot-brand under new owners
Kevin Murphy,
August 2, 2022, 15:00:53 (UTC),
Domain Registries
Bugatti, which makes incredibly expensive limited-edition sports cars, is dropping its dot-brand.
The French company asked ICANN to release it from its .bugatti registry contract about a month ago, according to ICANN documents.
Bugatti entered new ownership last November, under a joint venture between Rimac and Porsche, and recently reportedly underwent a branding overhaul.
It seems the dot-brand had no place under the new marketing strategy.
Its previous owner had been Volkswagen, which still has a (unused) dot-brand, despite dumping its Chinese-script equivalent. But Porsche had been an opponent of the new gTLD program back in 2011.
.bugatti had actually been used, albeit lightly. A couple of live, non-redirecting sites still remain.
Over 100 dot-brands have terminated their contracts to date.
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It didn’t make any sense to put the locomotive behind the caboose.
Guessing that’s a Car Guy reference, but it went way over my head! 🙂