What does the cryptic crossword clue "Early car company's enthusiasm at rising appeal (7)" mean?

The definition is "Early car company". The wordplay uses a reversal. BUG (synonym="enthusiasm") + AT (synonym="enthusiasm") + IT (reversal="[sex] appeal") = BUGATTI; definition: "Early car company's" The answer is BUGATTI.

Early car company's enthusiasm at rising appeal (7)

Times Cryptic #28865 | 19 Down | 2024-03-15 flower

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