This is unbelievable, the art, the craftsmanship, the engineering, the design, the elegance, this is a masterpiece. I love super cars and have never cared about hypercars, but this Tourbillon truly is a step above that, it's a step above everything. What a spectacular thing.
@@elawn-kg7de stop saying that "add turbo bs". This car is lighter, more powerful, has lesser drag and smaller frontal area, all that means it WILL go faster than Chiron
dont mean to cause any probs or fights but like quad turbos if they put they could have pushed the limits like hell, but idk if the engine couldnt handle the horsepower
Crazy how I first learned of Mate Rimac about 8 years ago from Salomondrin's channel. Just some guy and his electric car (The Concept One) and now is the CEO of Bugatti... absolutely crazy. We need more visionary engineers like him and Christian von Koenigsegg that truly build their cars from ground up. One mans vision. The closest thing to the next McLaren F1 we will ever get these days.
In terms of quality, Koenigsegg is far from Rimac/Bugatti cars. Instead of well-paid, skilled engineers, Christian employs many guys from India and thinks they will do the job for little money. We have an example of the last time one Jesco was burned due to quality negligence. The future of Koenigsegg doesn't look very good and the current cars have really low reliability compared to other hypercars.
He’s great but not better than the OG Mr. Bugatti himself. I’ve seen more original Bugattis than many people I’ve seen 2 royals in a collection in France and my goodness nothing will ever look like those cars nor the type 57 Atlantic.
they could have design it better especially in powertrain features,battery pack weighs 200 kg with 130 wh/kg in pack level energy density,CATL has released a battery cell called semi solid condensed NCM cells with 400 wh/kg in pack level energy density,they could have 50 kwh battery pack with weight of only 125 kg in total meaning it could be twice in capacity and 80 kg lighter in weight if bugatti just payed more attention to the details,also they could have 6 liter twin electric turbo(same as 2025 porsche 911 gts which acts like an anti lag and generator for the battery pack) w16 that puts out 1500 hp and weight of 200 kg in total,they could order ultra powerful 800 hp yasa axial flux e motor to be sandwiched between the 6 liter w16 and transmission which has 15 kw/kg power density(highest in the world)all of that means bugatti tourbillon could make 2300 hp from w16 engine+3 ultra light weight e motors and CATL semi solid 50kwh battery pack for the powertrain,and din weight of only 1880 kg in total,bugatti what have you done with your amazing hyper car
It can be compared The look on the front looks like if chiron had spoiled child The back looks exactly the same as LVN doors ugly The interior looks like the 3rd copy of pagani
Let's be honest, Mate is just an amazing CEO, first even I was skeptical when rimac acquired Buggati that maybe they will turn it into electric but god was I proven wrong. The v16 is just insane and it being NA makes it even better. Keep it up.
I really like that Mate Rimac keeps the Bugatti history alive and breaks through all barriers to create a timeless car for true car enthusiasts. I love the fact that he strictly differentiates Rimac and Bugatti. Absolutely fantastic work and even crazier if you think about the fact that this car was engineered in just 3 years!
@@patrickwinther Maybe it should inspire YOU to work harder and maybe one day be able to buy a car like this. Or since you’re so inclined to „save“ the planet (whatever that means) just become monumentally successful like most Bugatti owners and support your family. That’s what should inspire you at least.
@@JustinsSupercars Do you think any of the owners will witness the car at 9500rpm? neither do it. Like i said, its for rich people. Its not something made for car enthusiasts, its a collector piece. If you want a million dollar car made for actual car enthusiasts, take a look at the GMA t.50 instead.
I love absolutely everything about this car. The powertrain, the attention to analog detail and the overall styling is perfect. I was pretty jaded with cars recently but this thing is just special. It’s art.
@wololo10 You do realise that the valkirye is basically a track machine that's barely road legal, meant to be used on the limit, so they squeezed every inch of power they could. While the Tourbillon is more of a GT, the Engine isn't stressed out ON PURPOSE, so that it's more stable and comfortable. Same went for the Quad Turbo W16. It can make more power, a lot more, but that would compromise it. So you simply not get it or are you just dense?
I have rarely seen such a magnificent rev counter and steering wheel. They managed to modernize everything while keeping the DNA and elegance, no 33" UHD 4k Screen. It's brilliant
I love how taking off the turbos isn’t even considered a trade off or downgrade, and it’s more of something special to be able to hear the large engine scream at a high RPM. Usually engines get smaller with added electric motors, but they wanted to keep the heart and soul.
Yeah u keep best of both worlds. Sound of engine and REV jumpmynees and use KERS as torque fill. For supercar quite good decision. Its same compromise Ferrari uses is La Ferrari for example.
@@alesksanderI am a new learner as a car enthusiast, can you guys suggest me some good car tech channels or how could I get more information on current car revolutions and so on??
The EB110, then the Veyron, then the Chiron, all the special models, and then the Tourbillon. Ettore would be proud at what his car company has become.
they could have design it better especially in powertrain features,battery pack weighs 200 kg with 130 wh/kg in pack level energy density,CATL has released a battery cell called semi solid condensed NCM cells with 400 wh/kg in pack level energy density,they could have 50 kwh battery pack with weight of only 125 kg in total meaning it could be twice in capacity and 80 kg lighter in weight if bugatti just payed more attention to the details,also they could have 6 liter twin electric turbo(same as 2025 porsche 911 gts which acts like an anti lag and generator for the battery pack) w16 that puts out 1500 hp and weight of 200 kg in total,they could order ultra powerful 800 hp yasa axial flux e motor to be sandwiched between the 6 liter w16 and transmission which has 15 kw/kg power density(highest in the world)all of that means bugatti tourbillon could make 2300 hp from w16 engine+3 ultra light weight e motors and CATL semi solid 50kwh battery pack for the powertrain,and din weight of only 1880 kg in total,bugatti what have you done with your amazing hyper car
This thing cannot be compared, salute to mate rimac and all the others to create such a groundbreaking vehicle in the history of autombiles. This car will be remembered for the eternity.
Bugatti is really lucky to have Mate as a CEO. He is true engineer and car nerd, not the typical @cost efficiency@ CEO. Great concept, great execution! P.S. Nice CF rear subframe, clearly the evolution from Carrera GT
This is a true masterpiece that combines mechanical ingenuity, artificial intelligence, and additive manufacturing as a bridge between the past and future, with intricate design and precision crafted components that seem timeless. Is a connection between human imagination, art, and science, and that honors the legacy of the past while pointing to a future with endless possibilities. This is a labor of love that deserves to be cherished and admired.
I’m most impressed by Cosworth, who seem to be making new (and amazing) engines for the most exciting new cars. Valkyrie, T50, Tourbillon, and who knows what else. I feel like none of these cars would be nearly as interesting if they didn’t have such good-sounding engines.
Chaque bugatti est un chef d'œuvre. J'aime profondément et de manière fidèle cette grande marque. Cette entité m'habite et mes yeux seront à jamais rivés sur ces bijoux. Merci Bugatti pour ces belles créations. La nouvelle tourbillon est magnifique ❤
Dude actually understands what he's doing, he came from a humble beginning and wishes to push the space forward instead of making whatever sells to make as much money as possible. He's the very opposite of Elon Musk and I think that he should be greatly respected for it.
Never have seen a Bugatti in person, but i will say that the Tourbillon is a beautiful car from all angles. Cant wait to see it being sold in dealerships around the world.
Thats was was spot on. Perfect timing, to choose other way that being pushed to that electric madness. that will be a Bugattis history timline used at its finest ! bravo for Mate to joint ventures with buggati. Can't wait for more !
These sweet pieces of machinery, oh Lord. How do you even top something that was perfect? This is exactly how you futher innovate while preserving the identity. This is how you forge ahead, bravo Mate Rimac.(I also like how much of a crack he is like the most of us.) The Tourbillon is an icon in the making.
You'd be surprised. I went to a vineyard in South Africa and the owner had a Ferrari F40, Ferrari F50 and Ferrari Enzo parked in his garage along with a couple of pre-war, classic Bugattis.
Bugatti ur car design is very boring, ur car design ain't futuristic, ur car design ain't attractive 🥺 there's no new creation, only copy paste design, kindly take car design training from Ferrari, iTaly 🤩 kindly try new Engineering Design 😃
Thank you Mate Rimac for making the Bugatti even better than it was I cannot even think about affording one but I am so grateful to be alive in a time when we see so many great cars And now the new Bugatti is just the next level of these great cars 😍😍😍😍🇦🇺
Thank you Mate for not ruining Bugatti, but making it enter a new era
Whoa boi FRENCH ACCENT
This will be one of he last, we've used over 50% of Earth's oil and the remainder will be increasingly harder to extract.
@@Knight766 yep
@@Knight766 but it takes oil to mine to cobalt for the batteries 🤦♂
@@BuddysPuppetsOfficial Yup
This is unbelievable, the art, the craftsmanship, the engineering, the design, the elegance, this is a masterpiece. I love super cars and have never cared about hypercars, but this Tourbillon truly is a step above that, it's a step above everything. What a spectacular thing.
Isso não é um hypercarro!
Hypercarro só tem existe RM Le-Mans! Motor a funcionar durante 24 horas.
Pagani solos 😂
bugatti is insane for doing this, v16 engine after so many years is insane!
plus 3 electric motors i mean this car can hit 300mph easily if they add a quad turbo like the old chiron and off the limiter
@@elawn-kg7de stop saying that "add turbo bs". This car is lighter, more powerful, has lesser drag and smaller frontal area, all that means it WILL go faster than Chiron
@elawn-kg7de Two turbo's would be enough. Without the electric motors and the awd system, it will be lot lot lighter..
dont mean to cause any probs or fights but like quad turbos if they put they could have pushed the limits like hell, but idk if the engine couldnt handle the horsepower
@@uraveragesuddu shut up
Crazy how I first learned of Mate Rimac about 8 years ago from Salomondrin's channel. Just some guy and his electric car (The Concept One) and now is the CEO of Bugatti... absolutely crazy. We need more visionary engineers like him and Christian von Koenigsegg that truly build their cars from ground up. One mans vision. The closest thing to the next McLaren F1 we will ever get these days.
gordon murrys t50
In terms of quality, Koenigsegg is far from Rimac/Bugatti cars. Instead of well-paid, skilled engineers, Christian employs many guys from India and thinks they will do the job for little money. We have an example of the last time one Jesco was burned due to quality negligence. The future of Koenigsegg doesn't look very good and the current cars have really low reliability compared to other hypercars.
Exactly how I found out about him. He's killing it.
It would have been more interesting if their vision was more than just a billionaire's toy.
This is the best CEO ever been in Buagtti .The hero of today's modern car enthusiasts. This car's a true masterpiece🎉. Congratulations 🎊 Bugatti.
The rimac boy ain’t playing .. it matches what they offer as far as ultimate performance
B U G A T T E
Rimac is from my country, I'm proud to be Croatian like him indeed
@@jasminalagic1128I'm happy that my favorite country from the Balkans is infact Croatia!
He’s great but not better than the OG Mr. Bugatti himself. I’ve seen more original Bugattis than many people I’ve seen 2 royals in a collection in France and my goodness nothing will ever look like those cars nor the type 57 Atlantic.
V16 engine reving at 9500rpm is just insane.
I can't wait to hear that roar from it!
It's a V16 engine
“If comparable, it is no longer Bugatti”
- Ettore Bugatti
the tourbillon took that litterally
Bugatti Rimac😀
that rear end is comparable to mclaren p1, and cosworth engine is comparable to another cosworth engine in AM
they could have design it better especially in powertrain features,battery pack weighs 200 kg with 130 wh/kg in pack level energy density,CATL has released a battery cell called semi solid condensed NCM cells with 400 wh/kg in pack level energy density,they could have 50 kwh battery pack with weight of only 125 kg in total meaning it could be twice in capacity and 80 kg lighter in weight if bugatti just payed more attention to the details,also they could have 6 liter twin electric turbo(same as 2025 porsche 911 gts which acts like an anti lag and generator for the battery pack) w16 that puts out 1500 hp and weight of 200 kg in total,they could order ultra powerful 800 hp yasa axial flux e motor to be sandwiched between the 6 liter w16 and transmission which has 15 kw/kg power density(highest in the world)all of that means bugatti tourbillon could make 2300 hp from w16 engine+3 ultra light weight e motors and CATL semi solid 50kwh battery pack for the powertrain,and din weight of only 1880 kg in total,bugatti what have you done with your amazing hyper car
It can be compared
The look on the front looks like if chiron had spoiled child
The back looks exactly the same as LVN doors ugly
The interior looks like the 3rd copy of pagani
Let's be honest, Mate is just an amazing CEO, first even I was skeptical when rimac acquired Buggati that maybe they will turn it into electric but god was I proven wrong. The v16 is just insane and it being NA makes it even better. Keep it up.
I really like that Mate Rimac keeps the Bugatti history alive and breaks through all barriers to create a timeless car for true car enthusiasts. I love the fact that he strictly differentiates Rimac and Bugatti. Absolutely fantastic work and even crazier if you think about the fact that this car was engineered in just 3 years!
Except its not for car enthusiasts, but rich people with too much money to spend.
-And for multi millionaires... Only. Saving the planet, by giving unimportant luxury, to one wealthy person at a time. Truly inspiring.
@@muranpapadum7541 If a 9500rpm screaming V16 engine is not for car enthusiasts I don’t know what is! It’s absolutely incredible!
@@patrickwinther Maybe it should inspire YOU to work harder and maybe one day be able to buy a car like this. Or since you’re so inclined to „save“ the planet (whatever that means) just become monumentally successful like most Bugatti owners and support your family. That’s what should inspire you at least.
@@JustinsSupercars Do you think any of the owners will witness the car at 9500rpm? neither do it. Like i said, its for rich people. Its not something made for car enthusiasts, its a collector piece. If you want a million dollar car made for actual car enthusiasts, take a look at the GMA t.50 instead.
I love absolutely everything about this car. The powertrain, the attention to analog detail and the overall styling is perfect. I was pretty jaded with cars recently but this thing is just special. It’s art.
This V16 is going to be pinnacle in automotive history Mate Rimac cooked it
crossworth went far and beyond on this one.
Cooked equals doing something wrong
Makes the same power as the v12 6.5 valkyrie engine while being heavier and bigger
@wololo10 You do realise that the valkirye is basically a track machine that's barely road legal, meant to be used on the limit, so they squeezed every inch of power they could. While the Tourbillon is more of a GT, the Engine isn't stressed out ON PURPOSE, so that it's more stable and comfortable. Same went for the Quad Turbo W16. It can make more power, a lot more, but that would compromise it.
So you simply not get it or are you just dense?
General Motors is going to be pissed. They could have had the V16 on the market decades ago, with the Cadillac 16 but they chickened out.
This is a absolute masterpiece.
I have rarely seen such a magnificent rev counter and steering wheel. They managed to modernize everything while keeping the DNA and elegance, no 33" UHD 4k Screen. It's brilliant
This just made me love the brand and respect Mate even more. What a masterpiece.
ngl the bugatti tourbillion looks dope, the v16 and the sound is perfect. the acceleration is in god mode
Rimac and his team did really well and represented the company to a higher stature.... congratulations 🎊
I love how taking off the turbos isn’t even considered a trade off or downgrade, and it’s more of something special to be able to hear the large engine scream at a high RPM.
Usually engines get smaller with added electric motors, but they wanted to keep the heart and soul.
Yeah u keep best of both worlds. Sound of engine and REV jumpmynees and use KERS as torque fill. For supercar quite good decision. Its same compromise Ferrari uses is La Ferrari for example.
@@alesksanderI am a new learner as a car enthusiast, can you guys suggest me some good car tech channels or how could I get more information on current car revolutions and so on??
The EB110, then the Veyron, then the Chiron, all the special models, and then the Tourbillon. Ettore would be proud at what his car company has become.
Thanks Mate Rimac ! 🎉
they could have design it better especially in powertrain features,battery pack weighs 200 kg with 130 wh/kg in pack level energy density,CATL has released a battery cell called semi solid condensed NCM cells with 400 wh/kg in pack level energy density,they could have 50 kwh battery pack with weight of only 125 kg in total meaning it could be twice in capacity and 80 kg lighter in weight if bugatti just payed more attention to the details,also they could have 6 liter twin electric turbo(same as 2025 porsche 911 gts which acts like an anti lag and generator for the battery pack) w16 that puts out 1500 hp and weight of 200 kg in total,they could order ultra powerful 800 hp yasa axial flux e motor to be sandwiched between the 6 liter w16 and transmission which has 15 kw/kg power density(highest in the world)all of that means bugatti tourbillon could make 2300 hp from w16 engine+3 ultra light weight e motors and CATL semi solid 50kwh battery pack for the powertrain,and din weight of only 1880 kg in total,bugatti what have you done with your amazing hyper car
@@davidfujkk8018bro wtf is this
@@davidfujkk8018 then why arent you a top mechanical engineer?
love the analogue into the car and connotative meanings within the design .
I'm watching this after working a 12 hour shift waiting for a Bus wishing I could afford to buy and run a Car!!! 😔😟😭
Good luck man
Used cars are cheap. No excuse to love cars, and not buy something in your budget.
One day brother one day
You can buy cheap easily modifiable cars and have fun with them, when your money is right
Stop bitching ,, Go have an electric scooter,, be eco-friendly !!
This thing cannot be compared, salute to mate rimac and all the others to create such a groundbreaking vehicle in the history of autombiles. This car will be remembered for the eternity.
Thank you for not going electric.
Feel the sound, love the sound!
Letting it go only as far as hybrid and not fully EV was a completely genius thing to do. Absolutely loving the Tourbillon✨
Bugatti is really lucky to have Mate as a CEO. He is true engineer and car nerd, not the typical @cost efficiency@ CEO. Great concept, great execution!
P.S. Nice CF rear subframe, clearly the evolution from Carrera GT
V16 aspirated , crazy.
What a Great New Era of Bugatti! The Bugatti Tourbillion will be as legendary as the previous Bugatti HyperCars! 🇫🇷🐐🔥🏎️💨
The commitment to excellence is so admirable. Congratulations on continuing to be the best.
What a masterpiece of design and engineering. Absolutely brilliant!
Absolutely magnificent of an engine. Long live the V16!
Another masterpiece by Bugatti❤❤
Beautiful. What a stunning piece of art. Powered by passion.
Also - the rear lights remind me of the mighty P1, they look dope.
Incredible. They've taken the right path. It looks and sounds insane.
This is a true masterpiece that combines mechanical ingenuity, artificial intelligence, and additive manufacturing as a bridge between the past and future, with intricate design and precision crafted components that seem timeless. Is a connection between human imagination, art, and science, and that honors the legacy of the past while pointing to a future with endless possibilities. This is a labor of love that deserves to be cherished and admired.
I’m most impressed by Cosworth, who seem to be making new (and amazing) engines for the most exciting new cars. Valkyrie, T50, Tourbillon, and who knows what else. I feel like none of these cars would be nearly as interesting if they didn’t have such good-sounding engines.
Chaque bugatti est un chef d'œuvre. J'aime profondément et de manière fidèle cette grande marque. Cette entité m'habite et mes yeux seront à jamais rivés sur ces bijoux. Merci Bugatti pour ces belles créations. La nouvelle tourbillon est magnifique ❤
Simply Bugatti for eternity
The attention to detail is incredible. What a work of art and engineering.
This is why Bugatti will forever be one of my favourite car brands.
We have another champion in the ring. The cluster looks fantastic and always will. This is Not a Car - this is Art.
Piece Of Art 🖼️🎨🖌️
Tourbillon sounds amazing!
"Not made for the future, but for eternity." Is such a sick line
Mate as Ceo you know he is going to create a masterpiece
Dude actually understands what he's doing, he came from a humble beginning and wishes to push the space forward instead of making whatever sells to make as much money as possible. He's the very opposite of Elon Musk and I think that he should be greatly respected for it.
Perfect car, art of engineering.
Who watching after Koenigsegg test jesko absolute 0-400-0 in 27.83?
I got this video recommendation after watching Jesko Absolut video
An absolutely stunning vehicle that will set many benchmarks
Never have seen a Bugatti in person, but i will say that the Tourbillon is a beautiful car from all angles. Cant wait to see it being sold in dealerships around the world.
Few dealerships
Wow superb mind blowing 👌 what a machine made by you awesome design 😍 love you 🥰👍👍👍 and best of luck for future 😎🔥👍👍👍⚡⚡⚡⚡📡📡📡📡
Mate, you are living legend
I could watch this all day, I am not a car enthusiast but I am an artist and this... this is a piece of art!
This is amazing. Im literally speechless-
Great reply to all car manufacturers lowing down own standards and reducing cylinders number rising the tag at the same time.
That is a beautiful ride.
The most beautiful vehicle ever conceived. Truly eternal.
they finally brought their atlantic concept car (2015) to life❤
I think analogue gauges should be in more cars. They look amazing.
mid opinion
He's cooking, absolutely COOKING!
Absolute masterpiece, the gauge cluster alone is magnificent!
I think this is one of the best cars I've ever seen, good job Bugatti.
This is art.
home run ninth inning bases loaded 7th game.. you did it.. congrats for the courage..
MASTERPIECE!
Thats was was spot on. Perfect timing, to choose other way that being pushed to that electric madness. that will be a Bugattis history timline used at its finest ! bravo for Mate to joint ventures with buggati. Can't wait for more !
Can wait to drive this car in Forza5😢
Innovation design just remarkable stuff! Bravo Mate and the Bugatti team!
Beautiful
The Perfect car 🇫🇷
British Cosworth engine 🇬🇧
British Cosworth engine 🇬🇧
These sweet pieces of machinery, oh Lord. How do you even top something that was perfect? This is exactly how you futher innovate while preserving the identity. This is how you forge ahead, bravo Mate Rimac.(I also like how much of a crack he is like the most of us.) The Tourbillon is an icon in the making.
Absolute demon. But sad that it is limited to 445kmph
Just wait a tourbillon Supersport
@@skyzm7289 3.8 mill for 445km/h, supersport 500km/h for the right price of 5 mill. easy money.
Chiron was 420 so don't worry.
I think 445 is enough 🤷♂️
No one ever needs to and very few ever will go faster
New era of bugati is start holy moly really the piece of art😻😻😻
I WOKE UP IN A NEW BUGATTI🗣🗣🗣🔥🔥🔥
this car is totally tied with the original type 57 as my favorite bugatti now thats wonderful work all around :)
The Fastest
The Quickest
The Kings of Hypercars
BUGATTI RIMAC 🇫🇷🇭🇷 ✌️😎
Not Kings it's God
Nah Koenigsegg better
@@Thehero-d5k Then write under their videos.
@@Thehero-d5k Kid
@@Thehero-d5k Kid
Kudos to the designer!!!!¡!!!!!
Super Chiron
Masterpiece. The most beautiful and amazing Bugatti of all.
Congrats but no money...
Cosworth. A name that's been around for years. And an unforgettable car.
Who are missing Bugatti Chiron😓😥😢🥺
It’s crazy what this guy can do, with the same weight and same money, more performance, power and better sound 🙌🏻
All brokies hit the like
Mate Rimac- just straight guy! Love it! 🥰
Who’s here after watching Koeniggseg beat the world record?
The most beautiful car in the World. Gert job Mate!
The design is the same as chiron
Ya I thought I’m the only one that thought so lol
you are wrong, it looks much more refined than the already fine-looking Chiron!
Mind blowing … elegance and flamboyance at its peak 🔥🔥🔥🔥🔥🔥
Meanwhile, in Africa..........
the point? Leave my brothers in Africa alone, mthrfkr
They are happy that way...
You'd be surprised. I went to a vineyard in South Africa and the owner had a Ferrari F40, Ferrari F50 and Ferrari Enzo parked in his garage along with a couple of pre-war, classic Bugattis.
You are absolute LEGENDS! thanks for everything.
first
not really no
yes yours was the oldest comment 45 seconds ago
Im literally almost crying for seeing this new design. Its so insane. thanks for not ruining the Bugatti design
Bugatti ur car design is very boring, ur car design ain't futuristic, ur car design ain't attractive 🥺 there's no new creation, only copy paste design, kindly take car design training from Ferrari, iTaly 🤩 kindly try new Engineering Design 😃
go buy a chinese car instead, seems more your cup of tea
Ferrari mid
beyond words of workmanship. Thank u all very much for inspiring life in itself -made for eternity. yup
Thank you Mate Rimac for making the Bugatti even better than it was
I cannot even think about affording one but I am so grateful to be alive in a time when we see so many great cars
And now the new Bugatti is just the next level of these great cars 😍😍😍😍🇦🇺
In a world where excellence is the norm, the Bugatti stands as a testament to going beyond perfection.🔥
The best CEO in the world... Very good personalities and charisma.
Right man for the job, congrats. Timeless
Beautiful car, and a stroke of engineering genius. Bravo 👏
Bravo Bugatti. Bravo Mate. Bravo, the team that assembled this engineering art masterpiece in an age of mass consumerization.