The buy-one-get-free strategy is a smart marketing tactic to drive business, but we don’t often see it applied to used cars. We don’t think we’ve ever seen it on cars of this caliber. But a dealer in Florida is currently offering a free Rolls-Royce Wraith to anyone who buys the Bugatti Chiron it has in stock. It seems like an interesting deal to us.
Naples Motorsports posted a “special offer” on Facebook earlier this week stating that it would throw in a 2018 Wraith for free with the purchase of a 2021 Bugatti Chiron. The Chiron in question appears to be in excellent condition, with just over 3,000 miles on the counter and finished in a beautiful two-tone Grenade and Glacier exterior.
The Rolls-Royce happens to have very similar specs, with a silver and brown two-tone exterior. According to the Naples Motorsports website, it has driven more than 17,000 miles. If you forego the Chiron, you’ll pay an asking price of $239,995.
It is difficult to estimate the value of a particular Chiron given the number of examples on the market at the time and the unique specifications of each example. Naples Motorsport is asking $3.85 million for the Chiron here, making it the most expensive we can find in the US right now. It also has lower miles than those cars, which could explain the higher price tag.
The most likely scenario is that the price of the Rolls is already included in the Bugatti figure. Take away the Rolls’ price from the Bugatti and you’re looking at around $3.6 million – more in line with other Chirons currently on the market.
So while this buy-one-get-one promo may not be the screaming deal it sounds, we commend this dealer for thinking outside the box to land potential customers.