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Lamborghini chairman and CEO Stefano Domenicali told Car Advice that the Sant’Agata Bolognese automaker will cap production at 8,000 cars in 2020. Even though the cap doesn’t take effect for a year, it has caught us by surprise — we didn’t realize just how well Lamborghini is doing. In 2010, Lamborghini sold 1,302 cars worldwide, while its rival in Modena sold 6,461 units. Last year, Lamborghini broke all of its records on the way to a 51 percent sales increase and 5,750 cars delivered.
The cap maintains two post-sale hallmarks required to fuel Lamborghini’s new-car sales: exclusivity and resale values. Ferrari has led the way with public declarations of voluntary caps to maintain brand cachet, and Lamborghini’s happy to shadow that leader. Domenicali, an ex-Ferrari man, didn’t miss an opportunity to put the running bull’s nose ahead of the prancing horse’s in his comments, though. He told the Australian publication, “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.”
The boss marked out half the 2020 allotment for the Urus, two-thirds of the remainder for the Huracán, and the rest for the Aventador. We expect any 2020 cap to apply only to 2020, though. If Lamborghini can hustle a 40 percent increase in deliveries this year — 2,300 more units, and that’s not outside the realm of possibility since this is the first full year of Urus sales — then in 2019 the carmaker will exceed the 2020 cap by 50 units. In such case, shrinking supply next year would help sustain the lather of acolytes, as well as copy another page from Ferrari’s handbook. In 2013, then-Ferrari CEO Luca Montezemolo held production to under 7,000 units, after building 7,318 cars in 2012. In 2014, then-Ferrari CEO Sergio Marchionne said he’d stick to the “willful and intended” 7,000-unit cap. But when Ferrari announces its 2018 results soon, we expect uncapped shipments to exceed 9,000 units.
Other upward pressures on Lamborghini’s sales would be the success of the Huracán GT3 EVO, which won the GTD class in the weekend’s Rolex 24 at Daytona, a year after the Huracán GT3 won in 2018. Lamborghini Squadra Corse has built more than 200 customer racers, and no one would rule out a few more orders phoned in on Monday. More pressingly, in November 2018, Domenicali told Automotive News that the automaker’s already working to achieve 4,500 Urus sales, and Auto Express said Lamborghini’s “planning to sell 4,500 to 5,000 units per year globally in the short term.” And this is before the one-make race series for the Urus ST-X Concept and a possible Urus Superleggera trim arrive to goose demand. Our take: If you’re looking for a 2020-model-year Lamborghini, get your order in now.
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from Autoblog http://bit.ly/2FTNpf8