Lavish SUVs will mean double-digit growth for luxury brands in Canada

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Well, it turns out that (no surprise here), Bugatti owners are just as rich as we thought. We don’t have any actual income figures, but according to sources within the company, a Chiron — all $4 million of it — would be just one of the 42 cars a typical Bugatti owner parks in his, or her, garage(s). Not only that that, they probably have 2.7 jets in hangars around the world, 1.2 yachts with their names on them floating somewhere and 4.6 residences which they can call home. Bugatti owners aren’t the 1 per cent; they’re the 0.001 per cent.

No wonder then that Paul Cummings, CEO of famed Toronto luxury auto dealership Grand Touring, just spent a reputed $50 million building new palatial digs just off the Don Valley Parkway. Located just off Dundas Street, the new Grand Touring is five floors and 13,099 square metres of ultra luxury automobiles that, along with Bugatti, includes Rolls-Royce, Aston Martin, Bentley and Lamborghini (not to mention Jaguar, Land Rover and Karma-nee-Fisker as well).

Such was the import of the opening — Cummings sells about 40 Rollers a year and his sales of super luxury automobiles is up almost 50 per cent over the last three years — that Rolls-Royce’s new Cullinan was displayed in his showroom before being revealed anywhere in the United States. Since it is both SUV(ish) and four-wheel-driven, CEO Torsten Müller-Ötvös, wh attended the opening ceremonies, sees the Roll’s first sport brute especially important to Canada and other winter riven climates.

According to Cummings, SUVs play a major roll in the new Grand Touring’s success, with the Bentayga accounting for 50 per cent of Bentley sales in Toronto. Indeed, “a great deal of the market growth is attributable to a new breed of ultra-luxury SUVs from manufacturers like Bentley, Lamborghini [that is about to unleash its 641 horsepower Urus] and Rolls-Royce [the aforementioned Cullinan],“ says Cummings, predicting that the latter two “will mean double digit growth for their brands here in Canada.” That will bring Grand Touring’s sales (new and used), says Cummings, a former president and CEO of Volvo Canada, to 1,600 a year by 2019, a huge number considering the percentage of those cars that will retail for well over $100,000.

That $50 million investment doesn’t seem so crazy now, does it?

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