Just a few weeks after rumors began circulating about a possible Sale of Lamborghini or a spin-off by the Volkswagen Group, the registration figures for the first half of 2026 shed new light on the situation. The Sant’Agata Bolognese-based brand remains profitable, but its sales momentum is showing some signs of slowing down. This is particularly true in its largest market: the United States.
The United States: The First Warning Sign
Between January and June 2026, LamborghinIt registered 1,328 cars in the United States, compared with 1,652 a year earlier—a drop of 20 %. This decline is all the more striking given that, at the same time, Ferrari Makes Further Progress of 3 % in this market, with 1,655 registrations.
This poor performance in the U.S. is weighing heavily on Lamborghini’s global results. When the major markets tracked by Italpassion are combined, registrations fell by approximately 12 % in the first half of the year.
However, not all countries are experiencing a decline. Italy posted solid growth of 27 % (419 units), Japan gained 12 % (539 units), while the Netherlands (+67 %), Spain (+56 %), and Austria (+16 %) also posted strong increases.
In contrast, the United Kingdom (-46 %), Australia (-54 %), France (-14 %), and Germany (-8 %) are lagging behind. You’ll find the complete table at the end of the article.
A Still Very Strong Reliance on the Urus
This decline in the U.S. is likely significant. For several years now, the Urus has been Lamborghini’s mainstay. In 2025, it accounted for nearly 75 % of the brand's global shipments and dominated the U.S. vehicle registration market by a wide margin.
But the first-generation Urus was unveiled… in 2017. Despite successive updates, the SUV is nearing the end of its product cycle and could begin to show signs of wear and tear in a U.S. market where novelty remains essential. The model’s refresh, expected around 2027 or 2028, is therefore becoming a strategic priority.
Ferrari is taking a different path
The comparison with Ferrari is interesting. In the United States, Ferrari is gaining ground while Lamborghini is experiencing a sharp decline. In Germany, both automakers are seeing a slight decline. Conversely, in both Japan and Italy, both brands continue to gain ground.
The difference also stems from their model lineups. Today, Lamborghini essentially offers three models: Revuelto, Temerario and Urus, compared to Ferrari’s much more comprehensive lineup. To put it simply, the Revuelto corresponds to the 849 Testarossa, the Temerario to the 296, and the Urus to the Purosangue.
On the other hand, Lamborghini still doesn't have a true GT capable of competing with the Ferrari 12Cilindri or Amalfi.
A Revuelto SV While We Wait for the Fourth Lamborghini
The coming months will therefore be crucial. Lamborghini is set to unveil the Revuelto SV in the United States, an even more radical version of its hybrid V12. Above all, the brand continues to the development of a fourth model, a high-performance road car that is expected to expand the lineup and compete directly with the new Ferrari Amalfi.
Still, the most urgent challenge likely concerns the Urus. Because if the SUV really does start to lose its appeal in the United States, Lamborghini’s entire business balance could be called into question.
| Country | January–June 2026 | Evolution |
|---|---|---|
| United States | 1328 | -20% |
| Germany | 660 | -8% |
| Italy | 419 | 27% |
| Japan | 539 | 12% |
| United Kingdom | 265 | -45% |
| Australia | 69 | -54% |
| France | 48 | -14% |
| Netherlands | 70 | 67% |
| Belgium | 56 | 4% |
| Austria | 50 | 16% |
| Luxembourg | 38 | -17% |
| Spain | 61 | 56% |
| 3603 | -12% |
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Lamborghini will have to come up with a response to the high-performance EVs from China. The impact on the supercar makers’ image is likely greater than expected: how to gain market share without engaging in an endless race for more horsepower.