On Thursday, Bugatti Zurich celebrated the opening of its exquisite new showroom and the unveiling of the Bugatti Tourbillon, the successor to the Bugatti Chiron. The showroom extends over 350 square metres and offers space for at least three vehicles. With its exhibition space and lighting concept, the room offers a luxurious atmosphere.

The ambience is complemented by areas for individual vehicle configurations, where high-quality materials and colours are presented, as well as a video wall and additional LED screens.

Not just cars, but emotions too

Eligio Camiña, Brand and Aftersales Manager of Bugatti Zurich, was delighted with the simultaneous premiere of the new showroom and the Bugatti Tourbillon. «This is the crowning glory of the day,» he says.

«We don't want to address a specific target group with the new location, but rather continue to cultivate our existing customer base, which we have built up over centuries,» he told finews.ch. He goes on to explain that people who buy a car from them want something exclusive and unique: «They are not just cars that you need, they are pure emotion. A beauty on wheels, as I would say,» says Camiña.

Increased visibility with showroom

Bugatti's customers come from various sectors, such as the financial and property industries - often spanning generations. «Up until now, we have had a rather discreet presence. Now we have a showroom that allows us to have a bigger presence and gives us greater visibility,» says Camiña.

Bugatti Tourbillon steering wheel (Image: zVg)

Pure driving pleasure with 1,800 PS

The Bugatti Tourbillon, a 1,800 PS vehicle, breaks with the tradition of being named after famous Bugatti racing drivers and instead bears the name «Tourbillon», a tribute to the art of French watchmaking and Bugatti's heritage. Camiña emphasises the innovations of the new model: «We are moving into the modern age with a hybrid drive, but still remaining true to our technical heritage.» The Bugatti's interior design contains no frills, such as screens that would only clutter up the dashboard. The aim is to concentrate on the essentials. «The new Bugatti is a car for driving. Not for making phone calls, working or picnicking. It's about the fun of driving,» says Camiña.

Test phase begins for 3,8-million-euro heirloom

The vehicle, which is designed as an heirloom, is now beginning its test phase with the first prototypes on the roads. Production is limited to 250 units, with a starting price of 3,8 million swiss francs net, and will take place in the Atelier in Molsheim, France. Delivery to customers is planned from 2026.

Presentation on Bugatti's development (Image: zVg)