Bugatti unveils Washington showroom featuring Tourbillon's US premiere

Bugatti launched its new showroom near Washington, D.C., with the Tourbillon's first US appearance, advancing its East Coast expansion strategy.

Bugatti has inaugurated a new showroom in the heart of the American capital, marking a pivotal step in the brand’s growing North American strategy. The 202 m² space in Sterling, Virginia, just outside Washington, D.C., opened its doors on May 30 with a lavish event featuring a cocktail reception, a ribbon-cutting ceremony, and live entertainment.

But it wasn’t just about celebration — the star of the evening was the Tourbillon, Bugatti’s latest hyper sports car. Making its first North American appearance, the Tourbillon took center stage, embodying the brand’s evolving design language and engineering philosophy. Though still awaiting type approval, the vehicle drew significant attention from guests and press alike.

The showroom itself is a physical manifestation of Bugatti’s new corporate identity. Designed as more than just a retail space, it presents itself as an immersive environment tailored to the expectations of high-end clientele. A bespoke configuration lounge, advanced 3D visualization tools, and a wide array of material samples enable clients to create truly personalized cars — vehicles that reflect their individuality as much as their taste for performance.

Among the 60 hand-selected guests were Bugatti CEO Mate Rimac, COO Sascha Doering, and Amir Hadzimehmedovic, General Manager of Bugatti Washington. Their presence underscored the importance of the city not just for its affluence, but for its international resonance. “Washington represents the perfect convergence of diplomatic influence, cultural sophistication, and appreciation for engineering excellence,” Doering said.

Since opening on April 1, 2022, under the management of Lithia Motors, Bugatti Washington has rapidly emerged as a key player in the brand’s American portfolio. Sales figures are telling: two Chiron Super Sports, three Chiron Pur Sports, four W16 Mistrals, and nine Tourbillon models have already been ordered — strong evidence of regional enthusiasm.

Strategically, the location is no accident. The D.C. area boasts one of the highest concentrations of high-net-worth individuals in the country, including diplomats, executives, and collectors. The new showroom is not just a retail hub — it's a statement of intent. Bugatti’s East Coast presence now feels more anchored, more visible, and more future-oriented.

The Washington opening follows recent showroom launches in Baku and Rotterdam, all reflecting a synchronized global push. As the Tourbillon begins its showcase journey across North America, Washington has become its symbolic launchpad — a fitting role for a city steeped in influence and ambition.