The Urus catapults Lamborghini forward
With its Urus Super SUV, Lamborghini is tapping new groups of buyers: More than two thirds of Urus buyers are ordering a Lamborghini for the first time in their life. The Italian manufacturer of luxury sports cars made the preconditions for this success possible through state-of-the-art manufacturing technology in its new factory hall.
Hybrid supercars will be on the road as early as the next Lamborghini generation.
The foundation of this long-term growth is the plant expansion in Sant’Agata Bolognese. The company has doubled its production space to 160,000 square meters. It has achieved unprecedented production efficiency through state-of-the-art manufacturing technology. That is the basis for additional sales records and opens up new opportunities for cooperation within the Group. These ensure that Lamborghini can drive forward the electrification of its luxury sports cars and make better use of scaling options. For example, Italian engineers are working closely with their colleagues at Audi and Porsche on the development of future electric powertrains.
In doing so, Lamborghini is accelerating the pace of development. Thanks to these synergies, the time to market of new models is also being cut to under four years. The derivatives of these models are expected to enter the market in less than three years – in the future as plug-in hybrids, too. “Hybrid supercars will be on the road as early as the next Lamborghini generation,” CEO Stefano Domenicali says.
On the road digitally with the Lamborghini Unica app
The Italians are guided by the megatrends digitalization and sustainability, but with an interpretation tailored to the company’s customers that is based on “trailblazing products” and “inspiring brand experience,” the two main pillars. “Our vision is to become the icon of supercars and Super SUVs,” Domenicali says. The Lamborghini Unica app, for example, stands for digital products. Presented in September 2018, the service allows customers to experience the Lamborghini lifestyle as “informal luxury” through news and events. This fits with the brand positioning as the “icon of luxury” – just as its customized and exclusive services do. Lamborghini delivers sustainability by improving the power-to-weight ratio, for instance: The use of ultra-lightweight materials enables maximum performance with optimized efficiency. Assistance systems ensure that the driver and the car are always safely in control of the situation, whether in city traffic or on the open road.
Sales figures tripled
Drivers love their Lamborghini – and this love has a wider impact. While 1,302 of the brand’s supercars were sold in 2010, the figure has meanwhile tripled. 3,989 Huracán and Aventador models were sold in 2018, and 1,761 Urus SUVs have been sold since its market introduction in July.
Lamborghini built a completely new factory hall in Sant’Agata Bolognese within just 18 months. The modern manufacturing techniques enable Group-wide cooperation and, above all, the carbon-neutral production of the Urus Super SUV, the most important driver of sales for the Lamborghini brand.
This kind of acceleration cannot be measured with the speedometer
- In 2018, Lamborghini boosted its sales volume by 51 percent in comparison with the previous year. This was made possible by expanding the plant in Sant’Agata Bolognese from 80,000 to 160,000 square meters. Production has doubled as a result. The company sold 3,989 supercars and 1,761 Super SUV models in 2018. In 2019, Lamborghini expects to sell about 8,000 units, more than 50 percent of which will be Urus models.
- The expanded operation and the shared focus within the Group will create opportunities for cooperation. Lamborghini will be able to make better use of scaling options, become more profitable and drive forward the electrification of its hybrid supercars more quickly – for example, by sharing information with intra-Group specialists at Audi and Porsche.
- Lamborghini is shortening the time it takes to develop new models. Time to market has fallen to under four years. The derivatives of new models enter the market in less than three years. The drivers of this development are improved agility and synergies leveraged within the Group.