The supercar wars have reached a whole new level — and a whole new price.
The world's most elite automakers unveiled their latest productions ahead of Switzerland's Geneva Auto Show this week, with several cars priced in the seven figures.
Yet this new round of supply comes amid a slowing global economy and anxiety among wealthy consumers, factors that could pump the brakes on demand.
Bugatti led the pack this week, puling the cover off its new Chiron — the fastest and most expensive supercar ever built. The car's engine packs 1,500 horsepower and can go from zero to 60 in 2.4 seconds. The computer limits the driver to a top speed of 260 miles per hour, but with Burgatti's help, it can go faster on a race track.
The new Chiron also has luxuries including a one-carat diamond in each of its four speakers and a self-adjusting spoiler.
"If you have a car that builds up desire and demand and it's sexy, you are going to be the next champion of the podium," Bugatti CEO Wolfgang Durheimer told CNBC.
With a base sticker price of $2.6 million, Bugatti's highest price yet, the company has already sold more than 150 vehicles. Only 500 of these supercars will be produced, and Durheimer said priority goes to existing Bugatti owners.
"A lot of people are buying used Bugattis on the market to improve their position on the waiting list," he said.
Lamborghini, under a new CEO, introduced the 770-horsepower Centenario, to pay homage to what would be founder Ferruccio Lamborghini's 100th birthday. The automaker has produced a limited line of 20 coupes and 20 roadsters. Priced at $2.5 million, all 40 vehicles have sold out.
Built with a carbon fiber body, the Centenario can reach 62 miles per hour in just 2.8 seconds, with top speeds of more than 217 miles per hour. The automaker is currently working on introducing a third model, a sports utility vehicle, expected to hit the market in 2018.
"This will allow our company to double the sales we have today," Lamborghini CEO Stephan Winkelmann said.
Ferrari has unleashed its GTC4Lusso, a four-seat supercar coupe. The hatchback claims speeds of zero to 60 in 3.4 seconds, with a top speed of 208 mph.
Comforts include wraparound sports seats, a dual cockpit concept and a 10-inch high-definition touch screen. It's also got four-wheel drive with rear-wheel steering — a first for Ferrari. Deliveries for the car, which is expected to sell for roughly $300,000, start in the U.S. in the fourth quarter.
Rolls-Royce has launched its new Black Badge brand, blacking out its cars in an effort to give them "attitude." It's doing so as a means of attracting a new customer base: millennials.
"They are a group of young, self-empowered, self-confident rule-breakers," Rolls-Royce CEO Torsten Müller-Ötvös said.
The revitalized Rolls-Royce even features mood lighting. The black starlight headliner is reflected around the cabin to create an atmospheric ambiance.
So far, the global slowdown hasn't caused luxury automakers to pull back on production, and customers are holding up as well. Last year, sales of cars priced at $150,000 or more doubled to more than 4,800, according to auto research firm Truecar.
"Many people are putting their assets in cars," Müller-Ötvös said. "I wouldn't say the world is doom and gloom. I'm still quietly confident for a good year in 2016."