Volkswagen AG has a peculiar problem: It needs to unload some 62.5 million euros ($84.9 million) of Bugatti Veyron supercars.
Bugatti originally planned an initial run of 300 Veyron coupes when they went on sale in 2006, however, with the introduction of the convertible Grand Sport and Grand Sport Vitesse this added an extra 150 cars. The coupes sold out in 2011 and in December, Bugatti confirmed that it had sold its 400th car. That means there are still about 40 Veyron Grand Sports to find homes for.
To solve the problem, Bugatti has devised the Dynamic Drive Experience that has the Grand Sport touring the US. The company has put together four regional events around the U.S. offering test-drives of the 1,200-horsepower Vitesse convertible, both on open roads and a closed airport runway to potential buyers.
“The Dynamic Drive Experience is attracting individuals who haven’t been exposed to our brand before, other than possibly reading about it,” said John Hill, sales director for the Americas. “We bring the car to a location near them.”
Unfortunately the company won’t move forward with a brand new automobile until all the Bugatti’s have rolled out of the factory, executives say.
“There will be no introduction on any new model until the Grand Sport and Vitesse are sold out,” Hill said. “Even though we estimate we’ll be sold out within 12 months, I wouldn’t expect an announcement for a couple years down the road.”
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