Bugatti builds 80 to 100 cars a year for the entire planet, and roughly 40 reach American buyers in a good year. That number shapes how Sascha Doering does his job. The COO of Bugatti Americas knows his clients’ kids’ birthdays, calls them for no particular reason, and asks them to dinner when their travel overlaps. What he doesn’t do is drive a Bugatti home or let AI anywhere near his work.
Having previously worked at an IKEA cafeteria, Doering slowly worked his way up the corporate ladder to his current role at Bugatti. He maintains close relationships with the company’s clientele and does spend plenty of time behind the wheel of Bugatti models, albeit only alongside customers at rallies and organized driving events
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