Here's how much a Lamborghini salesman really earns!

The sales profession Lamborghini is the stuff of dreams. With Italian supercars costing hundreds of thousands of euros, wealthy customers and supposedly astronomical commissions, the collective imagination often sees these salespeople as millionaires in bespoke suits. But the reality is far more nuanced.
Ed Bolian, former Lamborghini salesman turned entrepreneur and well-known figure in the automotive world, recently revealed what a Lamborghini salesman really earns.

Ed Bolian is a former Lamborghini salesman

Ed Bolian joins Lamborghini at a complicated time. We're in the late 2000s, in the midst of a financial crisis. At the time, selling cars, and even more exotic cars, was far from easy. Many good salespeople left the sector for more lucrative professions, notably in real estate lending.

As a result, dealerships are looking first and foremost for profiles capable of explaining the economic reality of a Lamborghini to increasingly cautious customers. Gone are the days when everything sold instantly. We need to convince, negotiate, reassure, and above all explain the true cost of owning an Italian supercar. This is precisely what Ed Bolian likes to do: build a deal, understand the customer and support him through a financially difficult decision.

The commission: a far cry from conventional wisdom

Contrary to what many people imagine, a Lamborghini salesperson does not receive a percentage of the total price of the car. At Lamborghini, the system is based on the margin earned by the dealership. In Ed Bolian's case, the commission represents 25 % of the gross profit generated on the sale. The average gross margin on a Lamborghini is between 6 and 8 %. Once all costs have been deducted, an exotic car dealership often operates with a net margin of only 1 to 3 %.

In other words, despite very high sales figures, real profitability remains fragile. In some years, dealerships can even lose tens of thousands of dollars on a single car when the market takes a sudden turn for the worse. What's more, to avoid excesses, commissions are capped. In Ed Bolian's case, the maximum was $4,000 per car.

How much does a Lamborghini salesman really earn?

On average, Ed Bolian sold between 8 and 15 Lamborghinis a month. Not all months are equal, of course, and maximum commissions are rare. His best month brought in around $50,000. His best year was around $350,000. An impressive figure, but far from the million-dollar-a-year fantasies often associated with the world of supercars.

At the time, before 2015, he explains that he knew hardly anyone who earned more than he did selling exotic cars, apart from independent brokers who carried out a few exceptional transactions. For Ed Bolian, this level of income already represented far more than he had imagined possible at the start of his career.

Who really buys Lamborghinis?

Contrary to cliché, buyers are not just extravagant billionaires. The majority of customers are small or medium-sized business owners, often passionate about Lamborghinis since childhood, but not always fully aware of the financial implications of their purchase.

In fact, Bolian has said as much in the past: in his opinion, a large proportion of Lamborghini customers are youngMany of them finance their cars, which facilitates regular resales and upgrades. Many finance their cars, which facilitates regular resales and upgrades. For a seller, explaining financing is as important as selling the car itself. An extra few hundred dollars a month is often easier to accept than a huge cheque right away.

Above all, a job of passion

Ed Bolian also points out that Lamborghini salesmen don't necessarily drive Lamborghinis. For a long time, he himself drove an old Mercedes, and looked for opportunities on highly-discounted vehicles, sometimes in poor condition, which he could get back on the road with tight financing. Yes, a Lamborghini salesman can make a very good living. But no, he doesn't automatically become a millionaire. Behind the dream is a lot of work, a lot of stress... and a real passion for cars.