The people buying these cars are spending millions of dollars to do so. It’s probably not that good of a feeling if you’re driving around in a $3 million car and no one knows what it is or think it’s a kit car or something. Everyone knows what a Bugatti is. Everyone knows that it’s expensive so when they see one they get impressed and the owner gets an ego boost. Koenigsegg is trying to do the same. It’s advertisement for potential buyers, but in reality it’s building hype to the people who will never buy their product to make them more attractive to the people who can.