Bugatti makes $1 billion from a work-of-art supercar that’s not even on the roads yet
- Bugatti unveiled the Tourbillon a few months ago
- It’ll still take months for delivery to begin
- The company has already made $1 billion from the Tourbillon
Published on Apr 05, 2025 at 5:42 PM (UTC+4)
by Alessandro Renesis
Last updated on Apr 01, 2025 at 7:00 PM (UTC+4)
Edited by
Alessandro Renesis
Bugatti has already made $1 billion from the Tourbillon, its latest hypercar.
The car was unveiled just a few months ago, and very few people have driven it so far.
Making a fortune from a vehicle that isn’t even on the roads yet is something only a few brands can pull off.
And there’s something else we should bear in mind.
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How Bugatti made $1 billion from a car that isn’t even here yet
After nearly a decade and 500 cars, Bugatti replaced the Chiron with the Tourbillon.
The pressure was huge, because the Chiron was universally acclaimed and, more importantly, it did well for the brand in terms of sales and revenue.
Some people were a bit skeptical when they heard Rimac, an electric automaker, would merge with Bugatti. But it turns out that this transition changed nothing.
The new Bugatti Tourbillon is still an internal combustion car, and it still uses a 16-cylinder engine.
Everyone was thrilled, including prospective buyers who decided to pre-order the Bugatti Tourbillon, almost sight unseen.
That’s the other thing we have to bear in mind, because Bugatti isn’t the only hypercar manufacturer making the most of this strategy.
Supercar manufacturers regularly allow customers to place orders for cars they won’t be able to drive for years and, in some rare cases, they allow buyers to order vehicles they haven’t even seen yet.
A new way of selling cars
It’s hard to say who started this, but we know that Ferrari pioneered this system.
The Italian manufacturer routinely launches new limited-edition models only elite customers can buy.
Generally speaking, if the public learns about a new limited-edition Ferrari today, it usually means the company told buyers about it a year ago.
It’s a bold strategy, but it clearly pays off.
The value of brands like Ferrari and Bugatti seems to never go down.
It’s like gold: you can buy it today and it’s probably cheaper than it is going to be tomorrow. But it’s also probably more valuable than it was yesterday.
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