Bugatti at the Gates of the White House

Bugatti has opened a new showroom in the American capital, Washington. A more strategic than economic choice.

Washington is not a natural market for luxury sports cars: the region does not have a high concentration of wealthy customers, unlike California or Florida, which are more active in this segment. However, this establishment is not insignificant. Being close to the political, diplomatic, and economic power gives Bugatti a unique strategic visibility.

With its 202 square meters, the new showroom is much more modest than what Bugatti has accustomed us to. It reflects, however, in a reduced space, the latest evolution of the brand’s visual identity. It was unveiled during a private event that brought together more than sixty guests, including key figures from the company such as Mate Rimac, CEO of Bugatti Rimac, and Amir Hadzimehmedovic, the new General Manager of Bugatti Washington. The new Tourbillon was presented for the first time in North America there.

The American Dream

Since its launch in April 2022 under the auspices of Lithia Motors, Bugatti Washington has already recorded several orders for the Chiron Super Sport, Chiron Pur Sport, W16 Mistral, and Tourbillon models. While these figures remain modest compared to other regions, they reflect a growing interest in the brand in this area of influence.

The showroom has been designed as an immersive space, emphasizing hospitality and customization. An area is dedicated to vehicle configuration, allowing each customer to design their bespoke Bugatti.

Located in the heart of the federal capital, this showcase offers Bugatti a direct point of contact with an influential audience: diplomats, decision-makers, and international leaders. Even in the absence of a significant local pool of buyers, the proximity to power gives this address strong symbolic weight, reinforcing Bugatti’s image in North America.

ALSO READ: Bugatti Tourbillon “Équipe Pur Sang”, excess is an art