A $10,000,000 Bugatti in NYC is Rockefeller Center’s wildest ornament, and it’s stolen all the attention
Published on Dec 09, 2025 at 7:57 PM (UTC+4)
by Henry Kelsall
Last updated on Dec 09, 2025 at 7:57 PM (UTC+4)
Edited by
Emma Matthews
Currently, New York City has perhaps the Rockefeller Center’s finest ornament with a multi-million dollar Bugatti Type 57S Atalante sports car, currently on display alongside the famous Christmas tree.
The Rockefeller Center becomes one of the focal points in New York for Christmas cheer, with a huge and colorfully lit Christmas tree often grabbing the most attention.
Things are a bit different this year, however. A stunning 1937 Bugatti Type 57S Atalante is taking all of the plaudits and focus.
Not only is this a stunning-looking car, but it is also worth a fortune as one of the rarest cars in the world.
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Why the 1937 Bugatti Type 57S Atalante?
As an icon of the automotive world, it made sense for the car to be displayed at a truly iconic location.
The Type 57 range was introduced in the 1930s, under the guidance of Jean Bugatti, son of the company’s founder, Ettore.
The Type 57S came at a time when cars were often considered moving works of art, and the stunning bodywork encapsulates the Art Deco of the 1930s perfectly.
Under the hood, the car has a straight-eight supercharged engine, featuring dry-sump lubrication.
Only 17 Atalantes were ever made, making it one of Bugatti’s rarest cars, and differed from the earlier Type 57 Atlantic thanks to the single windscreen with no fin.
The value of the iconic 1930s sports car
Naturally, as such a rare car, it’s clear that the value of the Bugatti would be considerably high.
The cars regularly sell in the millions, with estimates even going as high as $10 million.
In February 2021, one of the Atalante coupes sold for a staggering $10.4 million.
At the Rockefeller Center, the sports car has been put on display in a massive glass crater.
The car is being used to promote the Retromobile NY show, which is a year away, on November 19-22nd, 2026.
Ticket sales were launched for the event with the display of the car at the Rockefeller Plaza.
The show in 2026 marks the first time in the 50-year history of the Paris show that it’s come to America.
Bugatti Timeline
1909: The Foundation
Ettore Bugatti founded the company in Molsheim, Alsace. The brand quickly becomes known for combining artistic beauty with high-performance engineering.
1924: The Racing Icon (Type 35)
Bugatti unveils the Type 35, the most successful racing car of all time. It secures over 2,000 victories, cementing the brand’s motorsport legend.
1987: The Italian Revival
Romano Artioli acquires the brand and builds a factory in Italy. In 1991, he launched the EB110, a quad-turbo supercar that returned Bugatti to the world stage.
1998: Volkswagen Acquisition
The Volkswagen Group purchases the rights and returns the headquarters to Molsheim, France, renovating the historic Château Saint-Jean.
2005: The Veyron Era
Bugatti launches the Veyron 16.4. It becomes the first production car to exceed 1,000hp and 400km/h (248mph), creating the modern ‘hypercar’ segment.
2021: Bugatti Rimac
Bugatti forms a joint venture with Rimac Automobili. This partnership with the electric hypercar maker signals a transition toward future automotive technologies.
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Henry is a content writer with nearly ten years experience, having written for various publications since 2017. Qualifying with a Sports Journalism degree from Staffordshire University, Henry loves all things automotive but has a particular soft spot for classic Japanese cars and anything Lancia. He also has a curious passion for steam locomotives.
