Bugatti’s 115-year journey has reached a new milestone with the introduction of the Bugatti Tourbillon, ushering in a new era for the brand. This evolution was celebrated with a series of festivities at the Château Saint Jean in Molsheim, culminating in the spectacular World Premiere, ‘La Grande Première’. More than just showcasing next-generation performance, the event highlighted the future direction of a marque that has been at the forefront of the automotive world since its inception.
The launch of the Tourbillon was particularly significant, marking the first car introduced under the collaborative partnership of Bugatti and Rimac and the first major gathering at Bugatti’s Molsheim headquarters since the 110-year celebrations in 2019. The festivities honored those who have played an integral role in Bugatti’s history, from customers to partners and employees, with a week of unparalleled experiences.
The highlight of the week, the exclusive ‘La Grande Première’ on June 20, brought together a select group of over 300 guests to witness the future of Bugatti. Welcomed by Bugatti’s board of management, led by CEO Mate Rimac, President Christophe Piochon, and Managing Director Hendrik Malinowski, attendees had the opportunity to see an impressive line-up of iconic models from the past. These included the Type 57SC Atalante, celebrated as one of the most elegant cars in the world, the Type 35, heralded as the most successful racing car ever, and the Type 41 Royale, recognized as one of the most ambitious luxury cars of all time.
These cars, exhibited like jewels across the Bugatti premises, form the cornerstone of Bugatti’s inspiration, encapsulating the essence of beauty, performance, and luxury. Their timeless design shapes the vision of the Tourbillon. The display also celebrated a remarkable 20-year period for Bugatti, showcasing the journey from the Veyron to the Chiron, marking the end of an era while honoring the giants that have shaped the brand. This included the rarest models, such as the most valuable new car ever sold at auction, the automotive solitaire Chiron Profilée, and the one-of-one La Voiture Noire, which pays homage to the famous lost Bugatti Type 57SC Atlantic of Jean Bugatti.
During the apéritif, with a glass of Bugatti Carbon Champagne in hand, guests had the chance to admire the latest Bugatti Lifestyle creations. These included luxury Jacob & Co timepieces, the latest Baby Bugatti II from The Little Car Company, and the exclusive Asprey egg.
In the Remise Sud, where customers are typically welcomed and guided through the personalization of their cars, a rare Centodieci – a tribute to the legendary EB110 – was displayed alongside the iconic EB110 itself. Jascha Straub, Head of Sur Mesure and Personalization, provided guests with a live-sketching experience on a car bonnet.
After an elegant fine dining experience with music by a string quartet, hosted in a luxurious 1920s-inspired structure built in the park behind the iconic Château Saint Jean specifically for the event, anticipation reached its peak as Bugatti prepared to unveil the first model of a new era: the Tourbillon.
Before the unveiling, Christophe Piochon recapped the brand’s 115-year history, paying homage to the visionary minds like Ettore Bugatti, the founder in 1909; Romano Artioli, who traveled to Molsheim for this occasion and was in the audience; and Ferdinand Piëch, who relaunched the brand 20 years ago. CEO Mate Rimac introduced the vision behind the new car.
With a dramatic flourish, Bugatti’s new hyper sports car emerged through a portal following a mesmerizing modern dance performance. The Tourbillon made its appearance, driven by Bugatti Pilote Officiel Andy Wallace, and accompanied by CEO Mate Rimac. After two turns on the turntable, the doors of the Tourbillon swung open. Mate Rimac stepped forward, revealing the name of Bugatti’s latest icon and delving into its technical prowess under the theme “Form follows performance,” highlighting its unparalleled design.
The Bugatti Tourbillon, combining more than a century of peak development, features an all-new chassis and performance-honed body, along with an all-new V16 engine and electrified powertrain. Mate Rimac’s palpable excitement mirrored the anticipation of the audience. The Tourbillon emanates the timeless craftsmanship and cutting-edge technology synonymous with the French automotive brand, marking the start of a new era inspired by founder Ettore Bugatti. The crowd’s admiration reflected Mate’s passion, creating a shared moment of exhilaration and hope for the future.
Following the stunning reveal of the Tourbillon, Frank Heyl, Bugatti’s Director of Design, took to the stage. He passionately detailed the intricate thoughts and groundbreaking innovations behind the concept, highlighting the meticulous design process and visionary ideas that shaped the Tourbillon.
The launch of the Tourbillon marks a defining moment for Bugatti and Mate Rimac, whose vision for the future is clear. With this new icon, Bugatti aims to create a vehicle that surpasses all previous standards, striving for incomparability. This philosophy will permeate every aspect of the brand’s endeavors. Rooted in the legacy of giants, Bugatti is poised to exceed every benchmark of excellence.
After the unveiling, attendees were invited onto the stage to admire the car up close and engage in discussions with the Bugatti team. This spectacle, livestreamed to a global audience, showcased the introduction of a new icon.
Ahead of an unforgettable World Premiere, Bugatti offered a select group of owners a unique “Petit Tour” around Alsace. This bespoke adventure began with a private dinner at the 5 Terres Hotel & Spa in Barr and included a scenic convoy through Alsace, led by Bugatti Pilote Officiel Pierre-Henri Raphanel, who has served in this role since 2005. Featuring some of Bugatti’s most remarkable creations, including a never-before-seen Mistral prototype, the journey concluded at Bugatti’s headquarters in Molsheim after stops at Château Du Hohlandsbourg and Château Ollwiller. Guests then returned to their hotels to prepare for the World Premiere.
Following the unveiling of the new Bugatti Tourbillon to customers and partners, Bugatti extended the celebration to enthusiasts and friends. On June 22, over 200 guests gathered to experience the Tourbillon up close, strengthening the connection between Bugatti’s classic and modern worlds. Despite the rain, attendees – including members of Club Bugatti France, Enthousiastes Bugatti Alsace, Musée de l’Automobile de Mulhouse, and esteemed collectors – arrived at the brand’s premises in extraordinary classic Bugattis. They had the chance to explore Bugatti’s rich heritage and future vision.
To honor the dedication of Bugatti and Bugatti Rimac colleagues who made this new era possible, Bugatti dedicated the afternoon to a Family Day, attended by over 1,000 guests. The event featured exclusive tours of the Bugatti Atelier, where colleagues and employees previewed the very first Bolide cars in production, and heritage tours showcasing the brand’s most iconic historic vehicles displayed on the Molsheim grounds.
For those who have devoted their careers to Bugatti, this special event with their families included activities such as a magician, a photobooth in front of the majestic Type 41 Royale, coloring of Bugatti sketches, food and drinks, and the unveiling of the Tourbillon. This celebration, a testament to countless hours of hard work, brought much emotion as they visited their second home.
Throughout the Tourbillon World Premiere activities, every moment celebrated Bugatti’s past, present, and future, paying homage to the enduring spirit of excellence that has defined the marque for over a century. It was a grand gathering of the Bugatti family, marking the beginning of a new, incomparable era.