Mr Ortenzi was in Adelaide to open a fifth Lamborghini dealership in Australia, to complement the existing outlets in Sydney, Melbourne, Brisbane and Perth.
He expects sales of Lamborghini to have their biggest annual jump in Australia, up 25 per cent for 2019 to around 200 as the brand’s Urus SUV model makes solid inroads. The Urus sells for a base price of about $430,000 including on-road costs and Mr Ortenzi said it was attracting new buyers who’d never purchased a Lamborghini before. The first Urus in Australia was purchased in November by a Perth buyer.
“We have professionals approaching us for the first time. Before we could not attract this type of person”.
They were generally professional executives or business owners with families who want a four-door vehicle, with a sports car not a practical option. Internal research showed 70 per cent of buyers had come from other brands. There was also a large proportion of Asian buyers who were now residing in Australia. The average age of a Lamborghini buyer was between 40 to 45 in Australia, and in Asia it tended to be below 40.
Mr Ortenzi said the SUV model would make up about half of Lamborghini’s total sales in Australia in 2019.
“It’s a more flexible car”.
He also said that Lamborghini, with its sports car heritage, was taking the shift to electrification very slowly. People wanted to hear the roar of a traditional engine and feel the vibration of a powerful motor through the steering wheel.
“We need to be sure that we are keeping the emotions and the performance. There are too many compromises that we have to accept”.
While there had been an acceleration in new technology, it didn’t mean that a sports car brand should embrace it straight away, he said.
“It has to be done properly in the right time”.
Mr Ortenzi said a luxury brand like Lamborghini would continue to use a full-service showroom model in car retailing, at a time when some brands such as Tesla utilise small spaces in retail centres where passing foot traffic is much larger. “Buying a Lamborghini is not buying a mobility tool”.
Buyers expected a workshop and specialist mechanics on site for tune-ups and to ensure it was at peak performance.
“Luxury is given by persons”.
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