The Power of Perceived Value

In today’s episode, I sit down with Sascha Doering, COO of Bugatti of the Americas, to discuss building a brand at the pinnacle of luxury, performance, and innovation. Sascha shares why understanding your audience is the foundation of strong operations and how Bugatti creates lasting value through craftsmanship, exclusivity, and relationships. We talk about perceived value, balancing emotion with logic, and staying true to a clear North Star as technology evolves. Sascha also shares his path through the automotive industry, the value of education and experience, and why having a plan, giving your best, never giving up, and having fun remain essential to long-term success.

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