Car & High Tech

Lamborghini’s new strategic paths

Fabio Bonavita

By Fabio Bonavita08 décembre 2020

Nothing seems to be able to stop the brand with the bull. After announcing partnerships with Supreme, Lego or the Japanese designer Yohji Yamamoto, record sales have enabled the brand to explore new perspectives. Its latest splurge: a luxury yacht with 4000 horsepower.

A day does not go by without Lamborghini announcing a new collaboration, a future project or new merchandising. A media omnipresence which seems to be fruitful, considering the brand’s skyrocketing sales. Last September, it established a new record with 738 vehicles delivered in only a month, following the streak of 2019 which had been one its best years with 8205 cars sold, an increase of 43% year to date. The main clients remain the USA, China and the UK. But this doesn’t seem to satisfy the leaders that are strengthening their strategy to remain on the forefront. Latest example: a collaboration with the Japanese designer Yohji Yamamoto who styled an Aventador S for the launch of the retail space: “The Tokyo Lounge”. Located at the heart of the residential neighbourhood Roppongi, this new location also harbours the “Ad Personam” studio. It allows future buyers to tailor their model at will.

The designer Yohji Yamamoto dressed an Aventador S for the launch of the Tokyo boutique. (DR)

Super powerful Yachting

In terms of extending the brand, Lamborghini is also exploring other modes of transportation: With its limited edition Cervélo R5 road bike of 63 pieces, but first and foremost by diving into the yachting market with a 4000-horsepower monster, the Tecnomar for Lamborghini 63, developed in collaboration with The Italian Sea Group. Inspired from the supercar Sián FKP 37, the boat can easily reach 60 knots (111 km/h) thanks to its two MAN V12 engines. In spite of its nineteen meters, it “only” weighs 24 tons thanks to carbon fibres. Giovanni Constantino, CEO of The Italian Sea Group, is enthusiastic: “This motor yacht will become an icon, as futuristic as the car that inspired it. Owners selected from around the world will not only own the fastest Tecnomar motor yacht of the fleet, but also a masterpiece. I am proud that we chose to create this innovative and stimulating project with Lamborghini, which combines technology, ultimate design, quality and performance.”

The Tecnomar for Lamborghini 63 has a horsepower of 4000. (DR)

An enthusiasm shared with Stefano Domenicali, former CEO of the brand with the bull: “This yacht represents the importance of a valuable partnership creation: our cooperation enables us to transfer the essence of style and expertise of two companies in different worlds, by sharing their diversity of interpretation and add value to the final product in a new environment. “If I had to imagine a Lamborghini on water, that would be my vision.” An influence that can also be found at the rear lights, driving the Alcantara, bucket seats, but also on the dashboard considering the control switches are identical to those found in the Aventador and Huracán models.

The Lamborghini Sián FKP 37 costs about 380 euros. (DR)

From the road to the pavement

Lamborghini recognised in Supreme a spirit and a dynamism that resonates with that of its own brand

Katia Bassi, Lamborghini marketing and communication director

Yachting is good. But it’s also about appealing to the new generation, the buyers of tomorrow. Those who dream of getting a “lambo” without being able to afford one (yet?). They can rest assured the brand is thinking about them, more than ever, since it just launched its own channel on the social media Tik Tok. A youthful makeover of its image and a test of the new communication channel.  A first for a luxury motor brand. This strategy seems to be fruitful considering the Italian firm totalled more than three million views on its first video with an engagement rate over 25% during the first weekend. Always with the idea of appealing to the Z generation, Lamborghini unveiled a collection in collaboration with the streetwear label Supreme, including skateboards, hats and hockey jerseys as well as two jacket models. Stamped with a yellow bull on a black background, the pieces are bright and colourful. A logical match according to Lamborghini’s marketing and communication director Katia Bassi: “Lamborghini recognizes in Supreme a spirit and a dynamism that resonate with its own brand. This collection combines the essence of design and super sporty performances of Lamborghini with iconic streetwear.”

With the skateboards created with Supreme, Lamborghini is targeting the Z generation. (DR)

Another iconic collaboration, the one with the Danish company Lego. From this temporary union was born the new Sián FKP 37 Lamborghini at a scale of 1/8. A miniature version that looks like a real-size one, except for the engine’s roar. After having decided not to participate in world motor shows anymore, Lamborghini is going virtual, and is creating collaborations and brand extensions to exist on the international media scene. A 180°-shift that should continue with Stephan Winkelmann, former CEO from 2005 to 2016, and back at the head of the brand since December 1st

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