Premium brand group: strong brands among equals

Four wins! Audi, Bentley, Lamborghini und Ducati became even stronger by merging into the Premium brand group. An overview of how the figures have developed and what highlights marked 2022.

03/16/2023 Reading Time: 5 min

Lamborghini Huracán STO, Audi e-tron GT quattro, Bentley Batur, Ducati Streetfighter V2 Storm (from left).
Lamborghini Huracán STO, Audi e-tron GT quattro, Bentley Batur, Ducati Streetfighter V2 Storm (from left).

Lamborghini Huracán STO: fuel consumption (combined) in l/100 km: 13.9 (WLTP); CO₂ emissions (combined): 331 g/km (WLTP).* | Audi e-tron GT quattro: electric power consumption (combined) in kWh/100 km: 21.6–19.6 (WLTP); CO₂ emissions (combined) in g/km: 0.* | Bentley Batur: This model is sold out and is no longer offered for sale.

Lamborghini Huracán STO: fuel consumption (combined) in l/100 km: 13.9 (WLTP); CO₂ emissions (combined): 331 g/km (WLTP).*
Audi e-tron GT quattro: combined electric power consumption in kWh/100 km: 21.6–19.6 (WLTP); combined CO₂ emissions in g/km: 0.*
Bentley Batur: This model is sold out and is no longer offered for sale.
*Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

The Volkswagen Group has strong brands distributed across the Volume, Sport and Premium brand groups that are equipped to answer virtually all mobility needs. Audi, Bentley1, Lamborghini and Ducati are all part of the Premium group.


The four brands supply vehicles with very different and unique characters to meet the demands of customers in the relevant target group. To this end, they are positioned differently in the global markets, with each having its own strategic focus. In the brand group, however, they work together transparently and in continuous dialogue. In this respect, it is important to identity possibilities for collaboration in order to optimize synergy effects between the brands in the best possible way. The key parameters for this are defined by the Volkswagen Group and the brand group management.

Unique selling points

The governance model of the Premium brand group focuses on establishing unique selling points for each brand – for example, progressive design at Audi, uncompromising performance standards at Lamborghini, customization down to the last detail at Bentley and emotional driving pleasure on two wheels at Ducati. A top priority at the same time is to leverage synergy potential optimally to ensure mutual success. This is only a contradiction at first glance: for example, the SUVs Audi Q7 and Audi Q8 share the same technical platform with the Lamborghini Urus and the Bentley Bentayga (modular longitudinal matrix) and the same production sites for key components. In terms of look and feel, operation, perceived quality and handling characteristics, the models continue to differ clearly from one another in the customary way – and above all in a manner that is perceptible to customers.
 

Utilizing these synergies becomes even more important in view of the growth in electrification and the stronger focus on digitalization and connectivity. Examples of this are the Premium Platform Electric (PPE) developed jointly by Audi and Porsche and the E³ electronic architectures for which CARIAD is responsible. As far as Bentley and Lamborghini are concerned, in particular, this is a decisive advantage over the relevant luxury competition.

Lamborghini Urus: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,1 (WLTP); CO₂-Emissionen (kombiniert) in g/km: 320 (WLTP)*

Bentley Bentayga: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,7–13,0 (WLTP); CO₂-Emissionen (kombiniert) in g/km: 335–294 (WLTP)*

*Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Lamborghini Urus: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,1 (WLTP); CO₂-Emissionen (kombiniert) in g/km: 320 (WLTP)*

Bentley Bentayga: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,7–13,0 (WLTP); CO₂-Emissionen (kombiniert) in g/km: 335–294 (WLTP)*

*Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Synergies in the area of Technical Developmnet, Procurement and Sales

Yet collaboration within the brand group extends far beyond Technical Development: in the area of Procurement too, the brands work hand in hand and bundle their requirements for carry-over parts in joint committees, procure these collectively and thus benefit from more favorable terms. In the case of one project in Sales, the Ducati brand is now using the showrooms of Audi dealers at more than 15 sites. And very successfully, with collaboration making a positive contribution to volume growth in 2022.

 

Examples of successful collaboration can also be found in the area of Design: the motorcycle Ducati Streetfighter V4 Lamborghini is the result of creative collaboration between the two Italian brands. The Ducati designers took their inspiration for the limited edition of 630 + 63 Ducati motorcycles from the Lamborghini Huracán STO2 supercar.

 

While exploiting maximum synergies and yet maintaining optimum freedom may seem like a contradiction, it is a strategy that the Premium brand group is pursuing in order to fulfill individual customer requirements and achieve high profitability targets at the same time. And with a great deal of success: in 2022, the four brands achieved top figures.

Lamborghini Huracán STO²
Lamborghini Huracán STO²

Record year for Lamborghini

Lamborghini can look back on an absolute record year. The brand delivered 9,233 (8,405) vehicles to customers worldwide, generating revenue of EUR 2,375 (1,948) million, 21.9 percent more than in the previous year. With an operating profit of EUR 614 (393) million, Lamborghini posted a return on sales of 25.9 (20.2) percent – new records in the company’s history. 

More details

Lamborghini is aiming right at the heart of its clientele with the current portfolio. The order books are filled well into 2024. And new models are already in the starting blocks: in 2022, Lamborghini presented a truly dazzling display of new products, including the launch of the Huracán Tecnica and with new additions in the super SUV family with the Urus Performante3 and the Urus S3.

 

The current Aventador model line, on the other hand, is no longer available. It is now completely sold out. Production of the current generation came to an end in September 2022.

 

With its “Direzione Cor Tauri” strategy, the brand is following an agenda to gradually decarbonize its future models. Attention is focused here on technologies and solutions that guarantee the type of top performances and driving dynamics befitting the tradition and DNA of genuine Lamborghini models. The first series-production model with plug-in hybrid will be introduced on the market as early as 2023, while hybridization of the entire product range will be completed by the end of 2024. The development highlight is the vision of a future fourth model with all-electric drive, which will promise outstanding performance and be at the forefront in its market segment from the second half of the decade. Based on this strategy, Lamborghini is targeting an operating return on sales of more than 25 percent from 2030.

Lamborghini Huracán Tecnica: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,5 (WLTP); CO₂-Emissionen(kombiniert) in g/km: 328 (WLTP). Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Lamborghini Huracán Tecnica: Kraftstoffverbrauch (kombiniert) in l/100 km: 14,5 (WLTP); CO₂-Emissionen(kombiniert) in g/km: 328 (WLTP). Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Key Performance Indicators: Lamborghini

Deliveries to customers

9,233

(2021: 8,405)

+9.9 %

Revenue in EUR million

2,375

(2021: 1,948)

+21.9 %

Operating profit in EUR million

614

(2021: 393)

+56.4 %

Operating return on sales (ROS)

25.9 %

(2021: 20.2 %)

+5.7 ppt

Bentley Batur⁴
Bentley Batur⁴

New delivery record for Bentley

Bentley is celebrating a new delivery record for the third time in a row. With 15,174 (14,659) cars delivered, the British car manufacturer topped its previous record by 3.5 percent. The Bentley Bentayga 4 is top of the table in terms of sales figures. The successful luxury SUV remains the biggest-selling model with a share of 42 percent. Revenue grew to EUR 3,384 (2,845) million. The increased demand and the high level of customization of the models were the main driving factors behind the operating return of 20.9 (13.7) percent – a new record for the company. Operating profit reached EUR 708 (389) million.

More details

These figures strikingly demonstrate that Bentley continues to impress its customers time and again – with a tradition that has evolved from the company’s long history, with top-class craftsmanship and luxurious materials for customizing the interior, with breathtaking products and a clear strategy for sustainable luxury mobility of the future. And what’s really special: Bentley covers all key segments with its portfolio, from the two-door Continental GT coupé to the Continental GTC convertible, the four-door Flying Spur through to the Bentayga SUV with long and short wheelbase. Bentley therefore reaches a very broad target group and appeals primarily to younger groups of buyers in addition to traditional customers. 78 percent of those considering purchasing a Bentley are under the age of 40.

 

Bentley developed the “Beyond100” strategy to ensure long-term success. It paves the way for the gradual electrification of the vehicle fleet and for the net carbon neutrality5 of the company by 2030. Bentley has already taken the first step toward electrified drive systems. Plug-in hybrid vehicles are available for the Flying Spur and Bentayga model lines. Bentley plans to introduce to markets its first fully electric model in 2026 and expand the electric portfolio to five models by 2030. In its drive toward complete electrification, Bentley is counting on the advantages of the brand group. Use of state-of-the-art electrification technology from the Group platforms gives Bentley the scope it needs to focus on customizing the product portfolio.

 

In production too, Bentley is focusing increasingly on sustainability. As the first production site for luxury vehicles in Great Britain, the plant in Crewe in England has been certified as net carbon-neutral5 since 2018. As a next step, the company is now planning to reduce water consumption, landfill waste and other environmental pollution to an absolute minimum by 2030 for every vehicle produced in Crewe. At the same time, Bentley is investing in the “Dream Factory” concept at the Crewe site. The goal here is to further increase the level of customization of luxury models, while increasing profitability and delivery reliability in tandem.

Continental GT: fuel consumption(combined) in l/100 km: 12.1–13.7 (WLTP); CO₂ emissions (combined) in g/km: 275–311 (WLTP).*

Continental GT: fuel consumption(combined) in l/100 km: 10.7–14.1 (WLTP); CO₂ emissions (combined) in g/km: 284–320 (WLTP).*

Bentley Flying Spur Hybrid: fuel consumption (combined) in l/100 km: 3.3 (WLTP); electric power consumption (combined) in kWh/100 km: 24.4 (WLTP); CO₂ emissions (combined) in g/km: 75 (WLTP). *

Bentley Bentayga Hybrid: Fuel consumption (combined) in l/100 km / kWh/100 km: 3.4/21.0 (NEDC), 3.4/25.8 (WLTP); CO₂ emissions combined in g/km: 77 (NEDC), 82 (WLTP). Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

*Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Continental GT: fuel consumption(combined) in l/100 km: 12.1–13.7 (WLTP); CO₂ emissions (combined) in g/km: 275–311 (WLTP).*

Continental GT: fuel consumption(combined) in l/100 km: 10.7–14.1 (WLTP); CO₂ emissions (combined) in g/km: 284–320 (WLTP).*

Bentley Flying Spur Hybrid: fuel consumption (combined) in l/100 km: 3.3 (WLTP); electric power consumption (combined) in kWh/100 km: 24.4 (WLTP); CO₂ emissions (combined) in g/km: 75 (WLTP). *

Bentley Bentayga Hybrid: Fuel consumption (combined) in l/100 km / kWh/100 km: 3.4/21.0 (NEDC), 3.4/25.8 (WLTP); CO₂ emissions combined in g/km: 77 (NEDC), 82 (WLTP). Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

*Information on fuel/electric power consumption and CO₂ emissions in ranges depends on the vehicle’s selected equipment. Consumption and emission figures for the vehicles are available only according to WLTP and not according to NEDC.

Key Performance Indicators: Bentley

Deliveries to customers

15,174

(2021: 14,659)

+3.5 %

Revenue in EUR million

3,384

(2021: 2,845)

+18.9 %

Operating profit in EUR million

708

(2021: 389)

+81.8 %

Operating return on sales (ROS)

20.9 %

(2021: 13.7 %)

+7.2 ppt.

Ducati Streetfighter V2 Storm
Ducati Streetfighter V2 Storm

Best sporting year of all time

In 2022, Ducati was able to celebrate its best sporting year of all time having triumphed in both the  MotoGP™ and WorldSBK championships. In MotoGP™, Italian rider Francesco Bagnaia won the MotoGP riders’ title after an unprecedented comeback. Added to this were the constructors’ and teams’ world titles. In the 2022 WorldSKB Championship, Ducati also claimed all available titles. In addition to Alvaro Bautista’s riders’ title, the constructors’ and teams’ titles in this prestigious racing series went to the brand from Borgo Panigale too. With these trophies, Ducati can add another chapter to its long history of success in motorsports, demonstrating that racing is deeply embedded in the brand’s DNA. The Italian brand is setting itself a completely new challenge on the racetrack in 2023. As of this season, Ducati is the only official supplier of motorcycles taking part in the FIM Enel MotoE™ World Championship, the electric class of the MotoGP™ World Championship.

More details

2022 was a successful year for Ducati off the racetrack, too. Despite a very challenging situation on the supply side, Ducati delivered 61,562 (59,447) motorcycles – more than ever before in one year. With deliveries of 10,716 motorcycles worldwide, the Multistrada V4 in its different versions once more proved to be the most popular model among Ducatisti. The Ducati Monster model series also developed extremely positively with 7,971 models sold, followed by the Scrambler 800 family with 6,880 motorcycles delivered. As a result of such strong sales and an improved price position, revenue also rose by 24.0 percent to EUR 1,089 (878) million. Operating return on sales reached 10.0 (7.0) percent. 

 

Ducati’s dealer network is on a growth path, too. The number of distribution facilities increased to a record 821 by the end of 2022. With new dealerships opened in Brunei, Ecuador, El Salvador and Mongolia, Ducati now has a presence in 96 markets. And to make sure the showrooms are well stocked, the Italian brand is planning to refresh and expand its portfolio substantially this year. Eight new models have already been presented and are in the starting blocks. There is great anticipation of the Multistrada V4 Rally, the motorcycle for longer journeys, as well as the new Ducati Scrambler, which confirms the simplicity and authenticity that have always represented essential values for all Scrambler Ducati enthusiasts. Its second generation will be more contemporary and colorful and has an even livelier personality.

 

The Ducati brand not only offers unique motorcycles, it also creates an entire brand experience for its fans. An example of this are the courses from the Ducati Riding Academy, which allow Ducatisti to improve their riding skills – on and off the road and on the racetrack. Or with events for Ducati fans all over the world like the World Ducati Week, the big Ducati gathering that celebrates the passion for the bikes from Borgo Panigale.

 

Experiences such as these allow the brand to strengthen its close relationship with the passionate community of Ducatisti as well as offering them unique experiences and products, even beyond the motorcycling world. Building on its outstanding 2022, Ducati wants to steadily enhance and consolidate its brand in the next few years by means of the combination of beauty and technology that enables the company to aspire to an increasingly high level in the premium segment. 

Key Performance Indicators: Ducati

Deliveries to customers

61,562

(2021: 59,447)

+3.6 %

Revenue in EUR million

1,089

(2021: 878)

+24 %

Operating profit in EUR million

109

(2021: 61)

+77.5 %

Operating return on sales (ROS)

10.0 %

(2021: 7.0 %)

+3.0 ppt.

Audi Report 2022

Company

Audi Report 2022

Welcome to the Audi Report 2022, the combined annual and sustainability report from AUDI AG. This report combines financial perspectives as well as Environmental, Social and Governance (ESG) issues.

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