French automaker Bugatti is growing its retail footprint.
The brand has officially opened its largest showroom in the world, Bugatti Baku, located in the heart of Azerbaijan’s capital. Operated by luxury automotive dealership Nazar Holdings, the new space reinforces Bugatti’s presence in the region and serves as a showcase for the brand’s latest models and design philosophy.
“As we have seen through this evening’s Grand Opening, witnessing the majesty of the Bugatti Tourbillon unveiled to our valued guests for the first time in this region is a truly emotional moment for all of us,” said Kostas Psarris, regional director at Bugatti Middle East and Asia, in a statement.
“It has been a pleasure to work with Nazar Holdings, a very well-respected leader in automotive luxury retail, since the beginning of our partnership in 2023,” Mr. Psarris said. “Together, we have successfully ushered in Bugatti’s new era at Bugatti Baku, the marque’s largest showroom globally, and united a score of passionate customers with their own Tourbillon.
“Delivering on our customers’ exacting needs is our highest priority – not just in Azerbaijan, but across one of the largest market-regions for the marque: Turkey, Georgia, Uzbekistan, Kazakhstan, Tajikistan, Turkmenistan, and Kyrgyzstan.”
Landmark opening
Bugatti’s grand opening event brought together brand executives, media guests and Azerbaijani officials. The occasion was highlighted by the Central Asia debut of the Bugatti Tourbillon, the marque’s latest hypercar.
“With the Grand Opening of Bugatti Baku and our successful partnership with Nazar Holdings, we are further expanding and enhancing the strength of the brand in exciting markets around the globe,” said Hendrik Malinowski, managing director at Bugatti, in a statement.
“Our partners are our main touchpoints to the customers; they represent a crucial pathway for welcoming our customers to the world of Bugatti,” Mr. Malinowski said. “We hugely value their commitment to immersing themselves in the brand’s rich heritage and vision, and sharing our passion and dedication to delivering an unparalleled experience that supersedes expectations.
“Nazar Holdings is a trusted partner in facilitating this customer journey, proving themselves as the best team for representing Bugatti in the region, and for achieving even more success moving forward.”
The brand has officially opened its largest showroom in the world. Image credit: Bugatti
The evening continued at the Heydar Aliyev Center, designed by Zaha Hadid Architects, where attendees explored Bugatti’s automotive legacy. Alongside the Tourbillon, the event showcased the Baby Bugatti Centenary Edition, as well as iconic models, including the Chiron and Veyron, highlighting the brand’s history of innovation.
Bugatti also used the event to present its broader lifestyle offerings, including the Bugatti Residences by Binghatti in Dubai and an exclusive Jacob & Co. Tourbillon watch inspired by the hypercar’s V16 engine.
“We are pleased to announce that the new Bugatti showroom in Baku will not only be the largest in the world, but also a true embodiment of the brand’s heritage of luxury and innovation,” said Ali Nazar, owner of Nazar Holdings, in a statement.
The Baku showroom opening is part of Bugatti’s strategy to enhance its presence in emerging luxury markets (see story).
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