Bugatti has promoted Sascha Doering to Chief Executive Officer of Bugatti of the Americas. The appointment comes as the French marque prepares to introduce the Tourbillon in the United States, its largest single market.
Doering joined Bugatti of the Americas as Chief Operating Officer in March 2023, bringing two decades of automotive industry experience, including roughly 10 years developing North American distribution networks for Lamborghini and Automobili Pininfarina. Since joining Bugatti, he has overseen regional sales of its final W16-powered models and the allocation of the now sold-out Tourbillon, limited to 250 units worldwide.
"BUGATTI’s twenty years of success in the U.S. and across the Americas reflect the loyalty of our customers and the dedication of our team and dealer partners. Bringing the Tourbillon to the Americas will be an extraordinary milestone, and I look forward to sharing that experience with our growing community of owners." - Sascha Doering, CEO of BUGATTI of the Americas.
Doering will report to Hendrik Malinowski, who was recently appointed Chief Commercial Officer of Bugatti Rimac, and oversee the marque's commercial operations, dealer relations and customer deliveries across the Americas.
“The Americas play a crucial role in the continued development of the modern BUGATTI brand, and Sascha has helped to cultivate relationships that support the company’s success in the region” - Hendrik Malinowski, CCO of BUGATTI RIMAC.
His promotion follows the completion of Bugatti Rimac's ownership restructuring in September. Porsche announced in April that it would sell its holdings in Bugatti Rimac and Rimac Group to a consortium led by HOF Capital, with BlueFive Capital as its largest investor. Porsche, part of the Volkswagen Group, held 45 percent of Bugatti Rimac and approximately 21 percent of Rimac Group. That ended the Volkswagen Group's ownership ties to Bugatti, which it acquired in 1998 under the leadership of Ferdinand Piëch. Rimac Group retains its 55 percent majority stake in Bugatti Rimac.
Bugatti recently marked 20 years in America at Wynn Las Vegas, confirming 353 cars and 12 dealerships across the country. The Tourbillon made its US debut at The Quail during Monterey Car Week in August 2024, before embarking on a California roadshow through Los Angeles, Beverly Hills and Newport Beach. It subsequently appeared at the opening of Bugatti's Washington, D.C., showroom in 2025 and at the Wynn Las Vegas anniversary celebrations earlier this month. American customers account for approximately one-third of the Tourbillon's 250-unit production run.
The V16 hybrid hypercar is completing final testing ahead of production in Molsheim, where Bugatti recently inaugurated its new La Manufacture facility in Molsheim, France. Customer deliveries are expected to begin in 2027, with Doering overseeing the Tourbillon's introduction across the Americas.
Images: Bugatti
