Bijou is definitely the right word for the only place in the UK to see, and buy, the new Chiron. Bugatti London is part of the H R Owen luxury car dealer group, and to create the showroom they have knocked through from next door – itself one of London’s most famous car showrooms, Jack Barclay Bentley in Berkeley Square. The result is a long and narrow, single-car space (Bugatti doesn’t have a large range…) with its own discreet entrance on Bruton Street.
It is in this impeccably refined area, lit with Bugatti blue, that the UK’s mega rich will sit on armchairs made from the same leather and carbon-fibre as feature in the car to ponder their colour and trim options. And then whipping out the chequebook and writing 2,400,000 in the box – that’s in euros, so for people spending pounds the Chiron is roughly 10 per cent more expensive since the Brexit vote. Options are expected to add €300,000 – say, the price of a top Bentley Bentayga from the showroom next door – to each car.
Not that any of this is putting buyers off. Of the 500 Chirons to be made – at the rate of one a week for the next eight years – 200 already have names next to them and of those orders 15 are from UK buyers. No media or customer has yet driven the car but will be soon, ahead of first deliveries expected this autumn.