Selling as many cars as possible may work like a charm for mainstream automakers, but for high-end brands like Lamborghini things are quite different.
See, there’s a fine line between maximum profits and exclusivity, and losing the latter is a big no-no for them. Thus, according to CarAdvice, who spoke to CEO Stefano Domenicali, they’ve decided to put a cap on their annual production.
The Italian company will only be putting together 8,000 cars for 2020. Half will be reserved for the Urus SUV, two thirds for the entry-level Huracan and one third for the Aventador flagship. It’s unclear whether that number will be maintained if they decide to launch a fourth product, which has already been hinted by Domenicali.
Mind you, the 8,000 limit still represents a huge increase over 2018, which was a record-breaking year for Lamborghini, with 5,750 units delivered worldwide. That’s a massive 51 percent jump compared to the year before, and was mostly pulled by the Urus, which accounted for 1,761 sales despite going on sale in July.
More than one third of the brand’s vehicles were shipped to the United States, but significant growth was recorded in other markets, including the UK, Germany, Italy, Japan and China.
In all likelihood, sales will hit the 7,000-unit mark for the first time ever this year. Young buyers are expected to leave their stamp on sales, despite “not placing a lot of importance on the heritage of a brand like ours”, said Domenicali.
“They are more likely to ask, ‘what is the coolest brand and I want it now’, which means in certain markets our dealers will need to understand their markets and spec certain cars to cater for what could be more of an impulsive purchase by some buyers.”