The company points out that a quarter of its sold-out Veyron series cars were purchased by customers in North America. Prospective buyers are already said to be showing an interest in the French brand’s next model, the Chiron.
The ultra-luxurious showrooms aim to provide the same brand experience that customers can receive when visiting Bugatti’s headquarters, based in Ettore Bugatti’s former guest house near Molsheim, France. Interior designers have worked toward a modern look and a lounge layout, with presentation dominated by the brand’s characteristic blue color and distinctive lines inspired by its sports cars. Visitors can sit in specially-designed armchairs made from “the finest leather” and blue exposed carbon fiber.
A ‘heritage’ section focuses on Bugatti’s historic brand values, highlighted via films and animations displayed on three wall-mounted steles. Product information and additional historical presentations can be brought up on an interactive communications strip along the wall, controllable from an iPad.
“Our showroom concept allows people to experience our brand values Art, Forme, Technique and projects the flair of Molsheim into the world,” said Bugatti sales and marketing chief Stefan Brungs. “We have created an exclusive and luxurious atmosphere for customers, focusing on the technical fascination of our brand and on its long and impressive tradition.”
The redesigned showrooms are viewed as a necessary part of Bugatti’s future, further enhancing the luxury-focused presentation as the marque attempts to sell its next model for a rumored $2.5 million — more than $1 million more than the original Veyron. Prices will likely go north as the basic launch model is complemented by a long list of more expensive special-edition packages.
Additional showrooms are scheduled to open in Munich, Monaco and Tokyo, with a total dealer network of 27 showrooms in 13 countries.
Leave a Reply