And some of the guests invited to our tour quickly bought a pre-owned Veyron to win a place on our guest list as existing customers." "Some customers already ordered their Chiron without ever having seen it, before the first preview date. "One thing that our customers are always short of is time," Malinowski explains. It helps if the advance payment is made as soon as possible, placing the order firmly on Bugatti's books. With a hand-crafted super sports car of this calibre, a certain wait is unavoidable. "We reward their loyalty by giving them an opportunity to place their order for a Chiron early, before all the other potential customers, so that they can secure one of the earliest production slots." "The Bugatti family is an exclusive club of millionaires and billionaires who are linked by their enthusiasm for our brand," says Hendrik Malinowski. The meeting point is always a public location such as a hotel or a Bugatti Lifestyle Boutique, as is the case here in London. The precise location of the car is always a closely guarded secret. Customers receive an oral invitation from their Bugatti customer adviser or dealer. The tour has a certain resemblance to a secret mission. The tour started at the company's headquarters in Molsheim, France, before continuing to the West coast of America and then on to the United Arab Emirates and London, reaching its conclusion in the Far East. London is one of five cities on the itinerary of the "Silent Launch" tour, which started in the summer and which Bugatti is using to give selected customers a first glimpse of the brand's new super sports model, the Bugatti Chiron. Here, at the Bugatti Lifestyle Boutique on Brompton Road, only a stone's throw away from Harrods, the luxury department store, he will be welcoming a Bugatti owner who has registered for an extremely exclusive event in the British capital. Hendrik Malinowski, Head of the Bugatti Sales Team, is expecting his first guest today. It is a sunny November morning in London. Here, a dispatch from the road in advance of the car's world premiere ( T&C is the only non-automotive media outlet with this information): Bugatti has embarked on a secret worldwide tour to unveil its new supercar, the Chiron, to a highly exclusive group of customers.
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