Bugatti Says America Is Now Its Biggest Market — and Will Get a Third of Tourbillons
Two decades after the Veyron arrived, Bugatti counts 353 cars and 12 dealers in the US, and says one in three V16 Tourbillons will go there.
Bugatti says the United States is now its largest single market in the world, and it marked the occasion at this year's Concours at Wynn Las Vegas by parking 20 customer-owned hypercars on one lawn, two decades after the Veyron first reached American buyers.
It was a busy weekend for hypercars on the Strip: the same show hosted the public debut of the Aston Martin Valhalla Spider. Bugatti's display was less about a launch and more about its owners.
The numbers behind the anniversary
According to Bugatti, its US network now covers 12 dealerships, and the company counts 353 of its cars in the country. The Veyron opened that story in 2006, the Chiron followed, and the Tourbillon is next in line.
The most telling figure looks ahead. Bugatti says one in three Tourbillons will go to American customers. With production capped at 250 cars, that works out to more than 80 examples of the 8.3-liter V16 plug-in hybrid, which Bugatti prices from €3.8 million before taxes and has scheduled for first customer deliveries in 2026.
In other words, a third of the brand's next-generation flagship is earmarked for a single country.
Destrier takes center stage
The centerpiece of the stand was the Destrier, the third one-off from Bugatti's Programme Solitaire after the Brouillard and the F.K.P. Hommage. Built for one customer on the technical basis of the track-only Bolide, it made its public debut at The Quail during Monterey Car Week in August, finished in a Sapphire Celeste paint mixed only for this car.
Bugatti still hasn't published performance figures for the Destrier, and its own fine print notes the car has not been granted type approval.
"Today, America is our largest market, but what makes this milestone truly meaningful is not the number of cars we have delivered. It is the people we have met along the way," said Hendrik Malinowski, Bugatti's managing director.
That owner-first message runs through the whole event, and it is not unique to Bugatti. Luxury brands are increasingly selling the lifestyle around the car, with Porsche Design's private car studios for collectors as one recent example.
What we don't know yet
Bugatti hasn't said how many Tourbillons have been delivered so far, when the first US car will arrive, or how the 353-car figure splits between the Veyron, Chiron, and their derivatives. Those answers will show whether the US share of the V16 era matches the company's anniversary rhetoric.
