For Bugatti, business is booming

Singapore

GAWKERS, many in their teens, pass by in a steady stream to press their noses or push a camera lens up against the window, eager for a rare glimpse of a car that will never see action on Singapore roads.

A discreet white Bugatti Chiron Pur Sport currently sits inside the exotic French brand's first South-east Asia showroom. Wearnes Automotive opened the space this month on Leng Kee Road five years after becoming the brand's regional dealer.

Victor Kwan, the managing director of the company's prestige division, said the showroom is partly there to raise awareness of Bugatti's ultra powerful cars, one of which hit 490km/h in lightly modified form, and partly there to cement Wearnes' own reputation as a seller of the finest cars.

"We really want to establish ourselves as a real destination for people buying high end luxury cars, including Bentleys and Aston Martins," Mr Kwan told The Business Times.

Apart from those British marques, Wearnes also retails cars for niche sportscar makers Alpine, Automobili Pininfarina, Koenigsegg, Lotus and Rimac, the Croatian electric car company that now controls Bugatti.

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Bugatti is building only 60 of the Chiron Pur Sport, which costs 3.1 million euros (S$4.94 million) without taxes. None can be registered here because the steering wheel is on the wrong side, but Wearnes just so happens to offer bonded storage for car collectors.

"A lot of customers buy a Bugatti more for investment, or to feel that they have arrived," Mr Kwan said. "Even if you can't drive it, the fact that you own a Bugatti means you belong to the global cream of the crop."

Mr Kwan said Wearnes' luxury business has seen a "very, very good year", particularly for Aston Martin and Bentley. "The myth about the pandemic making some of the rich richer is probably true," he said.

As for Bugatti, Wearnes has sold 18 Chirons since taking over the brand. Only 500 will ever be made, and while you may never see one on the roads, you can now catch a glimpse of one in its new home.