Just like Ferrari, the Raging Bull is putting a limit on its output to make sure its exclusivity remains intact. At least, that's the plan for the immediate future...
Lamborghini won't build more than 8000 cars in 2020, with half of that allocation to be Urus, and the remainder to be split across Huracan (two-thirds) and Aventador (one-third).
Speaking with CarAdvice, Lamborghini CEO Stefano Domenicali said that figure include "no further increase in new markets".
It’s worth noting Lamborghini had a stellar year in 2018, notching up a global sales tally of 5750, up from 3815 the previous year for 51 per cent growth. It’s been something of a meteoric rise when you consider the carmaker has more than quadrupled its sales since 2010, when it sold 1302 units.
Asia Pacific has also been a strong contributor to the brand's 2018 numbers, with Japan accounting for almost 43 per cent of cars delivered to the region. Mainland China followed with 19 per cent, while Australia accounted for 12 per cent.
A key factor in the Italian carmaker’s projected growth is the Urus, Lamborghini’s super fast (and expensive) crossover. It only hit showrooms halfway through the year, but still managed to clock up nearly 1800 sales.
We also asked Domenicali about Ferrari’s consistently high residual values for its cars, especially limited-build models like the 458 Speciale and 488 Pista, curious as to whether Lamborghini is working towards the same result for its customers.
“I would say if you look now, the residual values of our cars are some of the highest in our segment. I can also say that for us, Ferrari has always been a reference... as well as others in the super sports car segment, but we have already achieved higher residual values for our cars, especially with some of our older models," Domenicali said.
“The other factor that I’m very proud of is the fact that the Lamborghini brand is growing stronger and stronger with the younger generation. It’s one of the reasons why we have to be at the right level when it comes to exclusivity," he went on.
“In fact, I would say that the ‘waiting time’ for a car in the super sports car market is part of the experience, or it certainly has been in the past, but I think with the new-generation of younger buyers, it can be very different because they really don’t place a lot of importance on the heritage of a brand like ours.
“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," he concluded.
Even so, Domenicali is well aware the 8000-vehicle volume ceiling is vital if Lamborghini is to build the value and exclusivity of its brand. The Urus is largely an unknown quantity in this formula, given it’s effectively a new niche in the market. You’d have to wonder if they might break that ceiling, should demand go well beyond the 4500 units mentioned.