Bugatti will now sell you a £50 coffee at a dealership in London

“Cost of living crisis. What cost of living crisis?” say prospective Bugatti customers travelling to the H.R. Owen Bugatti dealership in Mayfair to splash £50 on a single shot of coffee…

Yep, that’s how much The Ettore Shot will cost you at the dealer’s newly-launched Ettore’s Espresso Bar, although it does come in a very fancy carbon fibre espresso cup and allows you to sit next to a Chiron in a Bugatti-branded, carbon fibre armchair. “Simplify, then add lightness,” the founder of DFS once famously remarked. 

TG went along to the launch of said coffee bar (and accidentally racked up a £100 bar tab, sorry about that), which represents a new dawn for the dealership. Previously it was a closed shop, with entry through the imposing glass doors by appointment only. Now any old Tom, Dick, or Prince Harry can turn up and have a nose around, if they want to pay London prices for a takeaway coffee that is. Oh, and you’ll only be invited to stay and sit if you buy the Ettore Shot.

H.R. Owen says the idea was conceived before lockdown to allow fans of the brand to get a little closer to the hypercars on show. Although presumably it also means the dealership can stop haemorrhaging money on window cleaners as there are no longer 18 YouTubers with their noses up against the glass at any given time. Clever. It’ll also sell you a Bugatti-branded cap, a toy car or a £1,000+ smart watch at the same time, although interestingly the fancy coffee cups (on loan from the factory in Molsheim) are probably the only thing not for sale.  

The coffee itself is Italian – a nod to Ettore’s birthplace – and really rather good indeed, although we’d imagine you already posted your comment below before you got this far down the story, so what does that matter…

Oh, and by the way that engine isn't full-size, in case you were thinking espressos were a lot smaller back in your day.