Bugatti's Americas COO remembers clients' kids' birthdays — and makes his own PowerPoints
Sascha Doering, COO of Bugatti Americas, details his highly personalized approach to managing relationships with ultra-high-net-worth clients. The strategy emphasizes deep personal engagement to maintain loyalty for the brand's rare, multi-million dollar vehicles.
Why it matters
Offers insight into the extreme customer service models required for the ultra-luxury goods market.
Bugatti relies on close-knit relationships with its high-earning customers. Sascha Doering, head of Bugatti America, has a highly personal approach. Bugatti Bugatti America's COO tells BI about his very personal approach to keeping high-earning clients. The company is preparing for the production of its next million-dollar car, the Tourbillon. The car is not built by AI and limits the number of interior screens. Sascha Doering's first job was in an Ikea cafeteria in Germany. He got the job to save up for his first set of wheels. But his dream of owning a high-performance car would have to wait. He couldn't get his license until he turned 18, so Doering bought the next-best thing: a midnight-blue Vespa with a white leather seat. "The motivation around wheels was already there," Doering told Business Insider. "I just needed to start with two wheels rather than four."
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