Lamborghini’s Secret to Selling Supercars Amidst Chaos
How did Lamborghini manage to sell more cars than ever in the midst of a pandemic and global supply chain disruptions?
In a world filled with uncertainty and turmoil, Lamborghini has managed to thrive by prioritizing one thing: customer satisfaction. Despite the challenges posed by the pandemic, Lamborghini has experienced consistent growth over the past three years. So, how did they do it?
Lamborghini’s Singapore-based director, Francesco Scardaoni, attributes the brand’s success to its resilience. Despite the challenges posed by the pandemic, Lamborghini not only survived but thrived.
In 2019, the launch of the Lamborghini Urus propelled the brand’s production to new heights. This model became a game-changer, doubling the brand’s volume and setting the stage for continued success.
While the pandemic presented significant obstacles, Lamborghini quickly adapted its marketing and communication strategies to the digital realm. By utilizing augmented reality and virtual reality, Lamborghini launched four cars during the pandemic, allowing customers to experience the thrill of a new Lamborghini from the comfort of their homes.
Lamborghini’s production capacity has reached its limit, with the Sant’Agata Bolognese plant operating at full capacity. The brand’s future growth will depend on its order bank, which is already booked until 2026.
Looking ahead, Lamborghini has exciting plans in store. The Urus hybrid and the hybrid successor to the Huracan are set to be released in the coming years, further expanding Lamborghini’s electrified product lineup.
One of the keys to Lamborghini’s success lies in its focus on customer engagement. The brand went above and beyond to ensure that customers remained connected and excited throughout the waiting process. Through a ‘contact program,’ customers received personalized letters, replica scale models of their ordered cars, and exclusive invitations to driving and lifestyle events.
While this customer-centric approach may not work for mainstream brands, it has proven to be a winning strategy for Lamborghini. By keeping customers dreaming about their Lamborghinis, even when they’re not sitting in one, Lamborghini has cultivated a loyal and enthusiastic customer base.
The future looks bright for Lamborghini, with the brand’s immediate growth driven by its order bank and unwavering customer loyalty. Despite changing economic conditions, Lamborghini remains confident in its ability to thrive in the years to come.
- Lamborghini’s success during the pandemic demonstrates the resilience of the brand.
- The Lamborghini Urus has been instrumental in driving sales and boosting production.
- Virtual marketing initiatives and digital strategies have helped sustain sales momentum.
- Lamborghini’s production capacity is maxed out, with orders booked until 2026.
- The company’s customer-centric approach has kept customers engaged and eager to receive their cars.
Lamborghini’s ability to sell supercars amidst global chaos is a testament to the brand’s resilience and customer-first approach. By leveraging digital strategies, engaging customers throughout the waiting process, and delivering unparalleled luxury and performance, Lamborghini has defied the odds and achieved unprecedented success. So, if you’re wondering how to sell supercars in a world turned upside down, just ask Lamborghini.