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Lamborghini on track with All-new Huracan
Last Updated: 2014-11-17 14:13 | China Daily
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Lamborghini displayed the new Huracan at the 2014 Auto China show in April. [Photo / Provided to China Daily]

Orders for latest model pour in as brand moves to further define super car culture

Though China lost its leading position to the United States in Lamborghini sales, the Italian super sports car legend still believes its future is bright in the robust Chinese ultra-premium vehicle market.

"Yes, China is now the second-largest market in the world for Lamborghini, but our market share here remains the highest among the top five markets worldwide," said Andrea Baldi, head of Automobili Lamborghini Asia Pacific.


"That is in the situation with China ranking No 4 overall in the global super sports car market after the US, Germany and the United Kingdom, followed by Japan with a very close gap."

Baldi said he has a strong confidence that in the long run "there is no doubt that Chinese mainland will become the second-largest in the world".

In 2011, China for the first time overtook the US as Lamborghini's biggest market, with 342 cars sold that year, a record for the company.

"From 2013 to 2014, we saw a dip in the sales numbers in China with the main reason we are running out of the Gallardo, the most popular Lamborghini model priced at between 3 and 4 million yuan ($653,000), which is much more affordable than the Aventador," said Baldi.

"Orders for the new Huracan, which is the replacement for the Gallardo, have become the key performance index we take into consideration".

He added that it's difficult to measure Lamborghini's performance in just one year.

"It should normally be measured along the cycle for a brand that has only two to three models. It's impossible to evaluate the first year in a new model's production."

With the Huracan arriving on the Chinese market in late August, Baldi said feedback from customers far exceeded what the company could supply even before the new model was shipped to showrooms.

"Huracan is the car that changes the experience in a super sports car. What you can taste immediately is the comfort," said Baldi.

Lamborghinis are clearly cars looking for extreme performance, and cutting-edge design and technology from the day they were born.

Yet "when we ask our customers in China what they do with the car, they use them more often in commuting, rarely for racing", said Baldi.

"Our customers are young and they also love comfort, and we are the first in this segment to have that characteristic with the Huracan. So we look forward to a switch that is changing the behavior of super sports cars."

Baldi also expressed confidence based on the success of the Gallardo, which one year sold 1,844 units around the world.

Baldi said: "It is a pity that due to limited production capacity that Lamborghini is not able to deliver all the orders for Huracan it has already collected this year."

"But it is normal for such a high-end car. We will catch up with the demand in the long term during the lifecycle of the car."

In the important Chinese mainland market with extremely sensitive customers, Lamborghini has especially shortened the waiting time for the Aventador to six months, said Baldi.

In other markets, even in Hong Kong, the tolerance for waiting time is higher than 12 months.

"The Huracan's waiting time has not been officially published worldwide yet, but we can say that we expect it to be shorter," he added.

Baldi disagreed that the biggest challenge facing super sports car brands in China is government policies to curb flamboyant spending.

"It's the super sports car attitude and culture of Chinese consumers," he said.

"Clearly, what we should invest in is the culture of super sports cars and super sports cars events, and this year we are ready to bring a series of events to help Chinese consumers understand super sports cars and the Lamborghini heritage," said Baldi.

In recent years Lamborghini has held a series of Lamborghini-Super Trofeo racing events in the Asia-Pacific region, with the final leg of 2014 set for this weekend.

It collaborated with Porsche, Audi and even Volkswagen, brands that have a sporty spirit.

"We are cooperating with them to attract people who cannot afford a Lamborghini. We hope that by creating a culture and generating such passion, consumers will be excited about this sports cars environment," said Baldi.

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