Live coverage from TikTok · refreshed daily · August 13, 2026
Bugatti. Watched closely.
dig reads the Bugatti conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.
Top emerging negative narrative · flagged by dig today
Bugatti won't let you fix it. A right-to-repair fight with creator Mat Armstrong is driving the conversation, alongside a $48K tire bill and £20K services.
Why it matters: across 440+ recent posts, dig sees a "corporate gatekeeping" story consolidating around Mat Armstrong's salvaged Chiron and Veyron, with the brand accused of refusing to supply parts or support and even leaning on creators who repair independently. Layered on top are viral "insane cost" clips and "badge engineering" claims about shared parts. It is a values story, not a defect story, which makes it stickier and more quotable, exactly when comms wants to get ahead of it.
Trending now · pulled from dig
Narrative intelligence
Every story, scored by sentiment.
Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.
Trending now · last 7 days
What people really think about Bugatti right now.
Pre-crisis radar · for comms
The negative narratives that haven't hit yet.
Early negative signals building under the surface, so comms gets a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Bugatti conversation.
Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.
Owned vs. UGC reach · last 30 days
3%vs97%
@bugatti owned share · creator share of Bugatti TikTok reach (30d)
With 97% of reach in creator hands, the right-to-repair fight amplified by voices like @notalexgtalks travels without the brand in the room, and the owned channel has almost no share of voice to counter it.
Top 6 creators · last 7 days
Across the lineup
Chiron, Veyron, Tourbillon, Bolide, service. Tracked.
Each model's top narrative, its sentiment, and the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.