In most all cases, a luxurious car, such as the Bugatti Grand Sport, is so pricey that even some of the wealthiest people hesitate when looking at the $2 million price tag. When a professional racecar driver, Butch Leitzinger was graced with the rare opportunity to drive around in one of these, he received some wild reactions. He said that when he was stopped at a traffic light, a girl in the car next to him asked, “Are you a god?”. With pure grain leather all around, a top speed of up to 267.85 mph, and the ability to go from 0 to 62 mph in 2.7 seconds, this special car is put on the top of the list for most expensive vehicles of 2011-2012 (thesupercars.org). So, if it’s so expensive, why even buy it? It is considered a luxury good, like Gucci and Jimmy Choo, with an expensive name that goes with it. For that reason, those who can afford it and are willing to pay the extra money, spend it for a reputation and ego. If they were to lower the price, perhaps more people would buy it, giving us an example of the law of demand. At the same time, it would take away from the glory of the car. Because of lack of sales, the company chooses to only sell one model at a time with a very limited supply. They know that, because of consumer sovereignty, many will not be sold, making perfect sense. Do you think Bugatti is doing it's best to maximize their profit?