North America is now Bugatti’s biggest market, knocking Europe down a peg and hinting at a new sales record in 2021by Robert Moore, on
Historically, Bugatti’s biggest market has been Europe, which really isn’t surprising for a French automaker with a German parent company – Volkswagen AG. This year, however, things have changed, and – as it turns out – North Americans really, really like Bugatti these days. So much so, that North America is now the region leading sales for Bugatti.
How Did North America Dethrone Europe As Bugatti’s Most Important Market?
Bugatti isn’t exactly a high-volume automaker. In fact, it’s sales figures are so low that from 2017 through 2019, the company managed to deliver just 229 cars globally. In 2020, the company delivered just 77 vehicles – down 5 from 2019, but up 1 from 2018. In 2020, however, the company introduced the Pur Sport, and that was followed in 2021 by the Chiron Super Sport – the production version of the Chiron Super Sport 300+ that set a new top speed world record. The Super Sport, by the way, was the 14th major iteration of the Chiron. With that in mind, I wasn’t expecting too much excitement as, personally, I’m ready for something from Bugatti that’s entirely new. But, here we are, and the strategy is working.
Cedric Davy, the Chief Operating Officer of Bugatti of the Americas, said:
“These excellent results are, in large part, due to our engaged dealer network in North America. Following the virtual debut of the Chiron Pur Sport, we brought the car to dealers across the region, where they were able to demonstrate the qualities of a completely new offer from Bugatti – a vehicle focused on agility and even faster acceleration, rather than top speed. In fact, 70% of Pur Sport orders came from customers who are new to the brand.”
According to Bugatti, new orders in the first half of 2021 are up seven times compared to 2020, and the company claims that the new Super Sport has “generated significant interest from North America.” That alone, factored in with events starting to resume in North America, has Bugatti expecting to break a new sales record for this year in North America. Outside of the Pur Sport and Super Sport, Bugatti credits its engage dealer network in North America. As for how long North America will remain on top for Bugatti remains to be seen, but it’s certainly cool nonetheless.