Sascha Doering joins Bugatti of the Americas at a pivotal moment, bringing with him a distinguished career and a proven track record as a luxury and technology leader in the automotive world.
In his new role, Sascha will oversee, shape and execute the core brands and business strategies that will underpin a new era for Bugatti as the broader automotive landscape changes. Part of this will include the extension of Bugatti’s North American experience to its valued customers and dealer network, as well as the seamless transition to the new Bugatti Rimac joint venture.
“Bugatti is a brand like no other,” said Sascha. “It represents a conception of luxury that arcs beyond its native automotive space whilst maintaining its leading position in creating the finest and greatest hyper sports cars in the world. I am absolutely delighted to join Bugatti of the Americas – it’s a privilege, in fact.
“The industry today is facing some major challenges – a lot of which will play out in the next decade; but Bugatti is a brand brimming with incredibly talented people, which fills me with confidence and excitement heading into the future. There is no doubt in my mind that Bugatti will continue to be at the forefront in everything it does. It is, after all, a brand like no other.”
Sascha comes to Bugatti of the Americas with a career spanning over 15 years of excellence in the automotive industry, focused on delivering game-changing milestones in the automotive luxury and technology segments. He created and developed various business lines, brands and operational functions at Automobili Lamborghini North America.
Most recently, Sascha successfully built Automobili Pininfarina’s initial North American distribution network and commercial operations functions and later continued to work with the brand as Executive Advisor. He is expanding his experience in the field of electric mobility, having previously been co-founder and CEO of MODOS Technologies, an on-demand mobility platform, and sales director of premium electric vehicle manufacturer Faraday Future.
Reflecting on his first ‘Bugatti moment,’ Sascha recalls: “I was a teenager when the legendary EB110 was unveiled to the world. And from that point onwards in 1991, my love for Bugatti began. I remember looking at the EB110 thinking, open-mouthed and starry-eyed, ‘this is otherworldly.’ That car is one of the defining moments in automotive history – even one of my heroes, Michael Schumacher, acquired an EB110 SS. I can safely say it’s something of a dream come true to join this incredible brand.”
Welcoming Sascha to Bugatti of the Americas, Managing Director Hendrik Malinowski, said: “It feels like Sascha was always destined to join Bugatti and I am delighted to welcome him as our new COO for the Americas. His proven track record in the technology and luxury automotive mobility spaces is in perfect alignment with how we see Bugatti’s onward journey as the marketplace and industry evolve.”