The unidentified man, who is thought to be an 'internet millionaire', was on a test drive of the $376,000 car when a fire started in the engine compartment.
He was able to get out of the car before the fire spread and he was joined by fellow spectators who watched on as the fire department tended to the burning mass on a southern California highway.
The incident is being investigated but an initial report on Jalopnik points to problems near the 'left rear wheel'.
The driver wisely pulled over to the side of highway 73 as the fire began to smoke, and kept it on the road as opposed to the grassy side which would have enabled the fire to spread.