Every August, for ten days, automotive aficionados gather in Monterey, California to view some of the most exclusive vehicles on the planet. Year after year, carmakers choose motor shows (in Geneva, Paris, Shanghai, etc.) to unveil their mean machines but Bugatti chose Monterey. This is not only an unusual choice of venue, but also symbolic of the trend that many brands are moving away from the big car shows or hosting their own events to launch cars, for instance Ford unveiled the new Focus in London.

This year, TheNewsMarket was pleased to lend a hand to Bugatti for the world premiere of its new hypercar called the Divo.

Its price tag is a staggering 5 million euros ($5.8 million), which makes it one of the most expensive cars in the world. That’s not all. The production of the Divo was limited to only 40 vehicles, all of which have already been sold.


The French automaker named this luxurious car after Albert Divo, the French racing driver who won the famous Targa Florio race on a mountainous circuit in Sicily for Bugatti twice in the late 1920s.

TheNewsMarket was Bugatti’s production partner, making sure that audiences around the world could watch the big reveal. Our production team live-streamed the launch on three digital channels – YouTube, Facebook and Twitter. As of now, approximately 220K people have watched the premiere. We also delivered live interview opportunities for Stephan Winkelmann, President of Bugatti Automobiles S.A.S with leading American and European media including ABC, CNN and RAI. You can watch the CNN interview here: