Bugatti Rimac signs exclusive distribution deal with VW of America
Volkswagen Group of America (VGoA) has only just announced a deal it signed with Bugatti Rimac during Monterey Car Week last month. The deal gives VGoA exclusive rights to import and distribute Bugatti and Rimac products in the United States, and puts the COO of Bugatti America, Sascha Doering, in charge of the Rimac’s American outpost as well.
Mate Rimac, CEO of what’s now called the Rimac Group, said, “For both the Bugatti and Rimac brands, the U.S. is the strongest single market in the world, so it’s important that we curate a sales and ownership experience befitting the extraordinary cars that we’re delivering to customers. The alignment and cooperation with Volkswagen Group of America will allow a new dealer network in the States to evolve with the enormous experience and resources available to them, allowing us to combine all the best bits of a mass-market sales operation with the bespoke, customer-centric special touches that have become a hallmark of both Bugatti and Rimac brands.”
We suspect the news will have more effect on Bugatti dealers than Rimac dealers, but neither company explained what the new arrangement will mean. Rimac’s retailer map shows seven stores in the U.S. Three of those seven also sell Bugatti, one assumes they’ll only need to deal with paperwork and potential new showroom dictates. Of the remaining four, two sell numerous additional brands that include VW nameplates other than Bugatti, one appears to only sell Rimac and Koenigsegg, and one appears to sell just Rimac. Those latter two could be cut off from the herd.
However, it’s more likely that all of the dealers saw this coming once Rimac turned into Bugatti Rimac in 2021. For anyone interested in minutiae, Bugatti Rimac is a joint venture between Porsche and Rimac, the German sports car company owning a 45% stake, the Rimac Group owning 55%. The Rimac Group is the carmaking division and Rimac Technology, which engineers electric powertrains for other automakers like Pininfarina and is separate from the production cars, is 100% owned by Rimac Group.
No matter all that. By the time Bugatti’s new hybrid debuts next year, eager buyers should be clear on who they’ll need to call to place a deposit.
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