Inside the Molsheim Experience, the exclusive Bugatti-buying process that takes customers to France to create their own $3 million sports car

Bugatti's Chiron at Bugatti headquarters in Molsheim, France.

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Bugatti’s Chiron at Bugatti headquarters in Molsheim, France.
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Courtesy of Bugatti

  • A Bugatti is the ultimate luxury in the automobile world, thanks to its fine craftsmanship and multi-million dollar price tag.
  • Bugatti‘s recently released Chiron costs around $3 million – and there are only 200 left.
  • The buying process for a Bugatti, called the Molsheim Experience, allows potential buyers to take a Bugatti for a test spin at the brand’s headquarters in France before creating their own customized vehicle.

It’s hard to think of a more glamorous car than a Bugatti.

Limited, luxurious, and lavish, a Bugatti comes with a multi-million dollar price tag for its elite status – and the process to buy one can be just as exclusive as the car itself. Dubbed the Molsheim Experience, pre-qualified potential buyers are hosted at Bugatti’s headquarters in Molsheim, France, for the day.

After touring the grounds, they take a Bugatti out for a test spin before stepping into the brand’s customer lounge to create a custom, tailor-made vehicle that fits their specific preferences.

Currently up for sale is Bugatti’s Chiron and Chiron Sport, which cost around $3 million. Recently released, there are only about 200 left that can be made.

From exploring the historic grounds of Bugatti’s headquarters to hitting the roads of France, take a tour of the Molsheim Experience below.


A Bugatti is the ultimate indulgence for any car lover.

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cristian ghisla/Shutterstock

Several celebrities own the multi-million dollar car, from Cristiano Ronaldo and Ralph Lauren to Floyd Mayweather Jr and Simon Cowell.

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Reuters

Source: Elite Traveler


Beyoncé also gave Jay-Z a Bugatti Veyron Grand Sport for his 41st birthday.

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Mike Coppola/Getty Images

Source: Elite Traveler


The brand’s success dates back to 1909 when Ettore Bugatti founded it.

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Courtesy of Bugatti

Bugatti is currently selling two models — the Chiron, with a base price of $2.9 million, and the Chiron Sport, released earlier in 2018 with a starting price of $3.26 million.

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Harold Cunningham/Getty Images

It features one-carat diamond membranes in the speakers, the world’s longest built-in LED illumination system, and 16 leather hides.

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Courtesy of Bugatti

What it doesn’t include is plastic — even the air vents are made of a titanium/magnesium alloy.

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Courtesy of Bugatti Chiron

It could arguably be called a piece of “haute couture” — only 500 will ever be made, and more than 300 are spoken for already.

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Courtesy of Bugatti

Bugatti president Stephan Winkelmann previously told Business Insider, “We are sold out until the second half of 2021.”

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Bugatti

Source: Business Insider


A Bugatti spokesperson told Business Insider the average Bugatti Chiron buyer has an expansive vehicle collection of 42 cars and two planes, among other things.

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Dong liu/Getty Images

More than 50% of current Chiron owners are also first-time Bugatti owners — the Chiron was designed with new buyers in mind, as some found the Bugatti Veyron, the previous model, too bulky.

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The Bugatti Veyron.
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Max Earey/Shutterstock

Source: Bloomberg


Manuela Höhne, the head of communications for Bugatti, told Bloomberg that half of the Chirons already purchased were bought sight-unseen.

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Courtesy of Bugatti

Source: Bloomberg


But potential buyers who want to test before they buy undergo a special buying process, dubbed the Molsheim Experience.

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Courtesy of Bugatti

Qualified prospects fly out to Molsheim — the birthplace and headquarters of Bugatti located in the heart of Alsace, France — for the day at their own expense.

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Courtesy of Bugatti

Bugatti invites previous owners — those who purchased the Veyron — and other qualified prospects to partake in the experience, but they remained mum on the details of the full vetting process.

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Courtesy of Bugatti

The Bugatti spokesperson told Business Insider they have an average of two North American customers or prospects participating in the Molsheim Experience per month.

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Courtesy of Bugatti

The historic gates of Chateau St. Jean, the heart of the facility, open exclusively for customers, who begin the Molsheim Experience with a tour of the grounds.

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Courtesy of Bugatti

At the Chateau, customers learn about Bugatti’s history and see a display of unique art pieces from members of the Bugatti family.

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Courtesy of Bugatti

They also get to explore classic, vintage Bugattis.

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Courtesy of Bugatti

Customers then take the 1926 Type 35 for a spin.

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Courtesy of Bugatti

One of Bugatti’s most important models, it has more than 2,000 victories and podium finishes, making it one of the most successful racing cars in automobile history.

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Courtesy of Bugatti

Customers are then taken to the Atelier, the only modern building at Bugatti headquarters. It resembles the “macaron” shape of the brand’s logo.

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Courtesy of Bugatti

A factory, the Atelier is where master craftspeople assemble cars by hand with precision and detail, according to each customer’s distinct specifications.

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Courtesy of Bugatti

Customers then take a tea break at the historic Orangerie, the only structure added to the estate by Ettore Bugatti. It was carefully restored in 2009 as part of Bugatti’s 100th anniversary celebration.

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Courtesy of Bugatti

There’s also a team of “flying doctors” at headquarters, ready to service cars throughout the world and ensure they retain their value.

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Courtesy of Bugatti

After the tour of the grounds is finished, customers take a Chiron out on the open road, alongside an experienced driver.

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Courtesy of Bugatti

Upon returning to headquarters, customers configure their completely unique Chiron at the Customer Lounge.

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Courtesy of Bugatti

Assisted by a car designer, customers build a vehicle tailor-made to their specific preferences.

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Courtesy of Bugatti

Customers can choose from different color combinations and different color layouts.

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Courtesy of Bugatti

Höhne told Bloomberg many customers end up wanting two Chirons — one for their collection and one to drive.

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Courtesy of Bugatti

Source: Bloomberg


As Pierre-Henri Raphanel, Bugatti S.A.S.’s official test driver, once said, “Everyone who had seriously been considering buying a Bugatti beforehand actually did so afterwards.”

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Courtesy of Bugatti

Source: Bugatti