Bugatti has officially opened its first dedicated showroom in mainland China, located in the heart of Shanghai. The event marked a significant milestone for the automaker, showcasing the Divo in its Chinese debut and attended by CEO Mate Rimac. As a brand known for its storied history of crafting some of the world’s most desirable automobiles, Bugatti aims to capitalize on the growing demand for luxury vehicles in the Chinese market.
Shanghai was chosen for this landmark showroom due to its status as a hub for ultra-high-net-worth individuals, who have developed a sophisticated appreciation for automotive excellence over the past two decades. The showroom, developed in partnership with Kingsway Apex, is designed to provide an intimate setting where clients can explore not just the performance metrics of Bugatti cars, but also the essence of what the brand represents.
The grand opening was highlighted by the presence of the Divo, of which only 40 units have been produced worldwide. Named after the famous racer Albert Divo, the car emphasizes cornering performance and driving engagement rather than just luxury and top speed, positioning Bugatti Shanghai as a destination for ultra-exclusive hypercars.
In addition to being unveiled at the showroom, the Divo also made appearances at the Lingang Special Area in Shanghai—a region known for technology and innovation—creating a striking contrast with the vehicle’s advanced engineering. Bugatti’s commitment to the Chinese market is further illustrated by recently introducing the Tourbillon, a hybrid vehicle that combines the brand’s legendary V16 engine with modern electrification technology.
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The presence of high-ranking executives, including Mate Rimac and other key figures from Bugatti, underscored the importance of the Chinese market for the brand’s future growth. Their attendance signals to prospective buyers that Bugatti is invested in building robust relationships and supporting its clientele with the resources necessary to thrive in the competitive luxury market.
Alongside its showcase of automobiles, Bugatti Shanghai launched a new home collection in partnership with Luxury Living, featuring pieces like the TYPE_3 sofa and TYPE_14 rug—all designed with the brand’s distinct styling. This initiative indicates that Bugatti is more than just about cars; it’s about cultivating a lifestyle that resonates with its clients.
Shanghai’s rapid development into an automotive hotspot also plays a role in Bugatti’s strategy. The city has evolved into a community of enthusiasts rather than mere collectors, and Bugatti Shanghai aims to be a focal point for this growing passion for high-performance vehicles. The showroom will host exclusive events, private viewings of new models, and gatherings for like-minded individuals, fostering a sense of community among collectors.
The establishment of this showroom comes at a pivotal time as the Chinese luxury market continues to expand, coupled with the industry’s shift toward electrification. Emphasizing its heritage while pushing for future innovation, Bugatti aims to maintain its core values of performance and exclusivity.
Moreover, the showroom guarantees that clients have access to specialized maintenance and support for their vehicles, ensuring that ownership of a Bugatti is both a thrilling and practical experience. With all services available locally in Shanghai, owners can enjoy their cars as intended without the barriers of international logistics.
As Bugatti continues to chart its course in this vital market, the Shanghai showroom represents a significant investment in understanding the unique needs of Chinese collectors who crave not just performance vehicles, but a holistic brand experience that encompasses their lifestyle. For many potential buyers, this showroom in Shanghai will serve as their first point of contact with one of the automotive world’s most iconic brands, offering them a glimpse into not only high-speed engineering but also a rich history of pushing automotive boundaries.
