Renowned luxury sports car manufacturer, Bugatti has opened a new showroom in Toronto in collaboration with the company’s sales partner in the East of Canada, Grand Touring Automobiles. The new showroom had a completely new CI design that Bugatti had developed for its dealers. Grand Touring Automobiles also used this opportunity to move the Bugatti dealership to a new location that is closer to the center of Toronto. Bugatti is currently working with its dealers on implementing the new brand design in more showrooms in North America. As of now, Bugatti has 34 dealers spread across 17 countries, including two in Canada.
Commenting at the inauguration of the new showroom in Toronto, Maurizio Parlato, Chief Operating Officer (COO) Bugatti of The Americas said that North America is a key market for Bugatti as the region accounted for about 25 per cent of the company’s sales. The Bugatti Chiron has received an excellent response in in Canada, with the country representing approximately 10 percent of the total orders received in North America. Parlato went on to praise Bugatti’s dealer by saying that GTA’s investment in the new showroom highlighted the company’s confidence in the brand and their passion and enthusiasm for Bugatti.
Parlato concluded, “We are very pleased to have our new Bugatti showroom in this state-of-the-art facility, in the heart of Toronto where there is a great passion and automotive culture. I would like to thank the team of Grand Touring Automobiles for their fantastic commitment.”
Grand Touring Automobiles has a history in Toronto that goes back to the 1960’s and the company currently represents eight automobile brands, including several premium and luxury marques. Grand Touring Automobiles has been associated with Bugatti in the East of Canada from 2013.
Paul Cummings, Dealer Principal and CEO of Grand Touring Automobiles reiterated the company’s pride in representing Bugatti and said that his team was very proud to open a brand-new showroom which was devoted entirely to Bugatti. He said that Grand Touring Automobiles was very pleased to have Bugatti vehicles as part of its portfolio, especially with Bugatti cementing its mastery over the super sportscar segment with the success of the Chiron.
The new Bugatti showroom in Toronto is on Dundas Street East and covers an area of 73 square meters. The lounge houses a sweeping white brand wall with adaptable background lighting which is dominated by a radiant Bugatti macaron. Product information and presentations as well as highlights from the history of the Bugatti marque can be displayed on a horizontal communication strip which runs along the wall. Customers can also configure their new Bugatti on the communication strip. It is possible to control the whole system intuitively from an iPad or tablet. The lounge features furniture from the Bugatti Home Collection which has been designed especially for the brand’s new showrooms. The customized, authentically-shaped armchairs are made from the finest leather and blue exposed carbon fiber fashioned from high-grade materials and workmanship like those used for a Chiron. The sides are decorated by the EB logo.
The showroom also has a heritage section devoted to the Bugatti brand values, with three wall-mounted steles expressing each one of these values. Each stele houses a monitor which displays films and animations related to the respective brand value. The digital content is underscored by exhibits.
Bugatti had developed the new showroom concept to provide visitors to Bugatti dealerships across the world with the very same brand experience that customers and guests enjoy at Bugatti’s headquarters in Molsheim, France. It is easy to recognize the Bugatti showrooms which have implemented the new design as Bugatti’s brand color, blue dominates their appearance. Their distinctive lines and clear surfaces eccho the shape of Bugatti’s super sports cars.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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