Has the Lamborghini Urus changed the dynamics for Lamborghini in India?
Absolutely! When we were launching the Urus, we knew that it was going to be a game changer because it’s a car that combines the versatility of a super SUV with the driving dynamics and emotions of a super sports car, and there’s nothing like this which existed in the market before. This is a car that meets the aspirations of many of our prospects in India, who always wanted a Lamborghini in their garage, but were looking for a car that’s more drivable and everyday usable given our road conditions. And what we’ve seen in the last 3 to 5 years is that 80% of Urus buyers are first-time Lamborghini owners. So, this is expanding our base to a completely new segment, and, yes, it’s really driving the growth and performance of Lamborghini in India.
How many of your customers in India have more than one Lamborghini in their garage?
Oh, there are quite a few! Now they’ve got a reason to have another Lamborghini in their garage – because they want the Urus, which they can drive with their family and friends, and on long drives, while the sports cars are to enjoy on weekends. So, there are many people who are actually have both – the Urus, as well as a sports car. There are also buyers who first bought the Urus, and then, when they connected with other buyers of the Lamborghini community, and they saw that the sports cars can also be enjoyed on Indian roads, they chose to add another Lamborghini to their fleet. So, the percentage is growing.
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One thing we’ve seen with Lamborghini owners is that they really drive their cars. So, how important is the aspect of community in Lamborghini ownership?
It’s very important. A key focus for us was to address the challenge of ‘I want to own a Lamborghini, but where do I drive and enjoy this car in the Indian environment?’ So, we started creating lot of drive experiences for our customers – and we have quite a few of them now. We’re also taking these event to smaller cities, like Indore, Bhubaneswar and Ahmedabad. We also have ‘Lamborghini Giro,’ where we do long drives – 3 nights, 4 days – on some of the best roads in the country. We recently concluded one in Rajasthan, where we drove 950 kilometres over 3 days. So, this is really one of our focus areas to promote the culture of driving to ensure our customers enjoy their Lamborghinis on Indian roads.
You mentioned some of the smaller cities and towns. How many cities in India have Lamborghini owners?
There are 58 cities where we already have Lamborghini owners. This number was around 16 5 years ago, but then we started a very unique programme. We call it ‘Lamborghini in Your City.’ And, with this programme, we started connecting with people who have the aspiration to own a Lamborghini in these cities, and in these 5 years we have activated more than 120 cities – where we’ve reached out, connected with buyers, and showcased Lamborghini to them.
How is the profile of this customer changed in the last decade or so that Lamborghini has been in India?
In the past, it was largely third- or fourth-generation business entrepreneurs who were buying our cars. But, today, we see more first generation people – say from the start-up ecosystem. Plus, women buyers are buying Lamborghinis. People have the aspiration to own a Lamborghini, and when they achieve a milestone in their life, they’re coming forward and buying one. So, the segment is really expanding.
What’s the feedback from customers about future super sports car having some form of electrification?
I think we all know that the future is moving towards more sustainability, and what we are trying to do at Lamborghini is keep our DNA alive while moving into the future. So, we have already announced our strategy and roadmap towards this, and we are going to hybridise our entire model range by the end of next year – and the Revuelto is the first model in that process. I’m very excited to say that we’ve been able to combine the DNA of Lamborghini – that of the naturally aspirated V12 engine – with a hybrid drivetrain. And what you will see is another iconic Lamborghini that we are going to bring to our customers. We’ve got a very exciting response from the market since the launch of the Revuelto. In fact, we are sold out till the end of 2025 – which is very exciting.
Looking ahead to 2024, there seems to be quite a bit of geopolitical instability. Do you think this segment of the market will remain unaffected by that sentiment?
When it comes to the Indian market, the projections continue to remain very strong – because what’s driving our economy is consumption within the country, which will continue to grow and get stronger. Yes, there are concerns around us in terms of the geopolitical situation and that can bring in a lot of uncertainty – both in terms of demand, as well as supply. So, we closely watch these situations but, from a demand perspective, India should continue to grow in 2024 again.