Lamborghini Positioned for Strength as Company Adjusts to New Business Model

Lamborghini The Quail 2021
Lamborghini displayed a selection of its newest models at The Quail: A Motorsports Gathering in late August. Automobili Lamborghini

Lamborghini has come a long way since its presence in America was predominantly relegated to posters that hung above the beds of boys across the country. With a new business model and continued growth, the Italian automaker continues to find success.

In an interview with Newsweek at The Quail: A Motorsports Gathering, Federico Foschini, Lamborghini's chief marketing and sales manager, detailed the growth opportunities that have presented themselves and the obstacles that the company has had to overcome in recent memory in order to get to the position it is in today.

A large part of that equation are business opportunities in the U.S. Foschini called the U.S. an "incredible platform" commenting that the company is "very interested in growing here" because their brand's products "fit in perfectly with the U.S. market".

Foschini said that Lamborghini's line appeals to U.S. buyers for three reasons: design, performance and status. He notes that the cars are easily distinguished from any others on the road, that engineers put performance on the front burner when it comes to drivability and that owning a Lamborghini is a status symbol.

The typical Lamborghini purchaser has a minimum of five cars in their garage before purchasing their Lamborghini, according to Forschini.

Federico Foschini Lamborghini Huracán STO
Automobili Lamborghini’s chief marketing and sales officer Federico Foschini poses next to the Lamborghini Huracán STO. Automobili Lamborghini

To the Italian supercar maker, growth doesn't mean selling as many vehicles to as many buyers as possible. Instead, Lamborghini is committed to taking a measured approach as to not over-inflate the market.

Foschini said that the brand's dealer market is well prepared for the uptick in sales and that Lamborghini is adapting to fit customer needs. This includes increased purchase options as well as ever-expanding customer connectivity demands.

With only limited production possible in Sant'Agata Bolognese, the automaker is relying on vehicle personalization to draw in buyers who see purchasing a Lamborghini as a reward.

Foschini said that for customers it's not just about owning a car made by the company, it's about living the Lamborghini lifestyle. To that end, the company, he said, is "not just selling the product" it is "selling the ownership experience".

Automobili Lamborghini Urus Vin15000
Lamborghini recently built its 15,000th Urus. Automobili Lamborghini

The ownership experience for the Lamborghini Urus is very different than the one for the Huracán or Sián. Sixty to 70 percent of Urus buyers are new to the Lamborghini brand. The performance-focused SUV is traditionally used as a daily driver, a quality that no other Lamborghini boasts.

Ahead of the vehicle's launch, the company had to solve a unique problem - service. Urus owners would be using them as a daily driver as opposed to the occasional use case that Aventadors and Huracáns traditionally present.

In response, Lamborghini changed the dimensions of their dealerships and increased the number of dealerships worldwide - 130 in 2017 and 170 now. Services like oil changes and brake pad changeouts needed to happen as soon as possible rather than checking in the vehicle for an extended stay. In a sense, Foschini said, the Lamborghini brand had to adapt its corporate identity to support the Urus.

The other side of the ownership story is taking care of customers once they purchase. At the advent of the COVID-19 pandemic, it became immediately apparent to company executives that the company had a to make a decision. "It was clear," said Foschini. "We had to close... Taking care of our customer is the most important thing that we do."

Lamborghini is applying lessons learned about customer service from before and during the pandemic and is applying them to the post-pandemic customer experience. This includes the Lamborghini Unica Customer App, a mobile portal for all things Lamborghini that is exclusively available to owners of the company's vehicles.

Within the recently revised app, clients are able to browse the company's catalogue, find out information about lifestyle events and receive real-time updates on the production of their newly purchase car. The automaker has also began pushing embargoed news to app users giving them an inside look at what is coming from the company.

The changes and innovations have worked. In 2019, global deliveries were up 43 percent. In 2020 the company recorded record profits.

Next on the horizon for Lamborghini are deliveries of the Huracán STO, a supercar that sits atop the Huracán lineup. The recently announced model revival of the Countach name, the Lamborghini Countach LPI 800-4, is limited to 112 models. Production is fully allocated.