Alexandre
While Lamborghini achieved record sales with just 3 models, the Italian brand intends to go one step further, and even overtake Ferrari with its 4th and new Lanzador model.
If you've been following the news of the last few days, Lamborghini unveils its Lanzador concept, a new 4th model located halfway between the Urus SUV and a supercar. The concept will go on sale in the next few years, and will be the brand's first all-electric vehicle, to help Lamborghini reach a symbolic milestone.
Yes, the days when Lamborghni was a very exotic brand are long gone! Just 10 years ago, the brand was selling just over 2,000 cars a year, more than 9,000 units were sold in 2022. And the bull has no intention of stopping there...
The brand is very clear about its ambitions: sell more than 10,000 cars a year by 2030. This is a very reasonable figure. We are now in 2023, and there is a good chance that this milestone will be passed sooner than expected... as early as 2024?
Even better, Lamborghini compares itself, without explicitly stating so, to Ferrari. Whereas 10 years ago, the Prancing Horse sold just over 7,000 cars, in 2022 it sold over 13,000 units. Lamborghini knows this and wants to do as well, if not better.
And to compete with Ferrari on volume, Lamborghini is counting on its 4th model... to make at least 13,000 sales a year? What will be the limit of these two marks? 15,000?
It is interesting to note, however, that while generalist carmakers are now focusing on margins rather than volume, thaton the other hand, the two luxury brands seem to be waging a war on each other in terms of the number of cars sold.
Bravo for pointing it out... what limits will they impose on themselves to remain a limited-run brand?
25,000 copies maximum, as well as for Maserati.
75,000 copies for Abarth (light), Alfa Romeo (sport) and Lancia (luxury)
(excluding special models, which are profitable).
By offering only the highest quality, most reliable products, with a dream after-sales service and a showroom worthy of the name.
All this at a premium price (sorry) for real long-term profitability.
Time enough to make them long-term benchmarks, as was the case for the 124, 4C, Giulia and Stelvio.
We're dropping the compacts and mini SUVs for a while, while maximizing the synergy between Alfa Lancia and Maserati and the possibility of having either combustion or electric power.
For volume, Fiat, Opel and Peugeot are there.
I think more and more DS should be resold and Citroën put back on a par with Lancia and Maserati, which have a related history.
History also allows us to sell and let Maserati take care of Alfa, Citroën and Lancia, and the best way to do this is with a return to Sport (Alfa F1), (Citroën Rally), (Lancia FE), (Maserati Endurance).
Even Fiat can leave its place to Abarth and end up in the cupboard, as the 500e family and the Pandae family can migrate under the Scorpion (which will be a big hit).
When your latest concept looks so much like a Peugeot e-408, it's going to be very complicated. On the other hand, there's no risk of confusing a Ferrari Roma with a generalist model...
Alas, they've lacked inspiration since the Gallardo.