Mirroring Porsche’s SUV success many years ago with their Cayenne
Just like with Porsche many years ago when their first generation SUV, the Cayenne elevated their sales position almost immediately, now come news that Lamborghini has had its best sales year and its thanks to their first ever SUV, the URUS.
New to Lamborghini’s line-up in 2019 was a revised version of the Huracan, the Evo, which accounted for 2,139 of its global sales. The flagship Aventador, of which the SVJ was introduced, made up a further 1,104.
The USA proved to be the manufacturer’s most lucrative market, with 2,374 cars sold in the country, while Chinese Mainland, Hong Kong and Macau accounted for 770 units. In the UK, 658 Lamborghinis were sold in 2019.
In fiscal year 2019 (January 1 – December 31), Automobili Lamborghini SpA continued its strong global ascent. With an increase of just 43%, from 5,750 to 8,205 cars delivered to customers worldwide, the Italian super sports car brand has increased sales for nine years in a row and has set another historical sales record.
Stefano Domenicali, president and general manager of Automobili Lamborghini commented:
“The year 2019 was the most successful in our history. The team recorded a substantial increase in sales, leading us to unprecedented historical levels. In only two years we have managed to record sales more than double, a success that cannot be overestimated. This clearly demonstrates the strength of our brand, the quality and sustainability of our products and our business strategy.
Our Urus super SUV has been sold in nearly 5,000 copies, a number that is approaching our total sales volume in 2018. With new content and new technologies, our super sports car models with V10 and V12 engines have kept their market success.
At the same time, we have increased the popularity of our brand, especially with the help of generations of fans and younger customers, which have multiplied on social media channels, reaching over 40,000,000 followers. All these are a real achievement of the team and I would like to take this opportunity to thank every member of the Lamborghini team for inspiration and dedication, as well as to our shareholders and the group of which we are part for their continuous support. ”
Lamborghini is a global brand already, and sales volumes are well distributed in the three major regions. With 165 dealers serving 51 countries, all regions set a new sales benchmark in 2019 and contributed to overall sales growth over the previous year: EMEA (Europe, Middle East, Africa) – 3,206 cars (+ 28%), America: 2,837 cars (+ 45%) and Asia Pacific: 2,162 cars (+ 66%).
With 2,374 units sold, the US remains the single largest market, followed by mainland China, Hong Kong and Macau (770), United Kingdom (658), Japan (641), Germany (562), the Middle East (387), Canada. (376) and Italy (370). In all these markets, deliveries increased substantially and thus marked historical levels of national sales.
Both lines of super sports car models have achieved strong sales performance. Deliveries of the V12 Lamborghini Aventador with 1,104 units are still extremely robust. Lamborghini Huracan, introduced as Huracan EVO in 2019 with new design and improved technologies, was sold in 2,139 copies.
In 2019, after just five years of production, the Lamborghini Huracan with order number 14,022 left the assembly line, surpassing its predecessor Gallardo, who achieved the same volumes in 10 years, thus becoming the most successful Lamborghini of all time in sales point of view.
As expected, a substantial contribution to global sales growth came from the new Urus Super SUV, best ranked in its segment. In its first full year of market availability, the number of sales increased by 182%, from 1,761 in 2018 to 4,962 units sold in 2019!
The company confirms a confident outlook for fiscal year 2020. At the technological level, Lamborghini has decided to strategically develop hybrid variants for all models of next-generation super sports cars.
Also, Lamborghini continues its strategy in 2020 to present new models and initiatives within exclusive and personalized events for clients and journalists. In this context, Lamborghini is one of the first manufacturers to announce that it will not be present this year at the Geneva Motor Show.
