Asia-Pacific market success for Italian super car maker Lamborghini

ITALIAN super car maker Lamborghini has capped off a massive 2019, with a 66 per cent increase in sales across the Asia-Pacific region, including Australia, setting a new record that also marks the brand’s ninth consecutive year of sales growth.

Some 2,162 vehicles were sold in the APAC footprint, with as many as 770 of those landing in Hong Kong, mainland China and Macau. Japan was the next highest performer, with 641 sales. The APAC market is Lamborghini’s most successful region.

On a global scale, sales were up 43 per cent, to 8,205 – with 5,000 of those being the incredible Urus super SUV. The United States of America represents the single best market for the Italian car maker.

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Growth in a new car market that is down locally is a unique outcome, and a testament to the popularity of Lamborghini’s brand. 2019 also marked the year the Huracan became its most successful model ever, selling 14,000 plus units in just five years.

“The year 2019 was the most successful in our history. The team delivered another substantial sales increase, taking us to unprecedented historic highs,” Lamborghini CEO Stefano Domenicali said.

“In only two years we more than doubled our sales numbers, a success that cannot be overrated,” he added.

“This clearly proves the power of our brand and the quality and sustainability of our product and commercial strategy. Our Super SUV Urus sold almost 5,000 units, a number that comes close to our total sales volume in 2018.”

Domenicali said the pairing of new technologies with the brand’s V10 and V12 super sports car models would ensure ongoing market success, also crediting social media engagement with increased brand awareness.

“All this is a real team achievement and I would like to take this opportunity to thank every single Lamborghini team member for their inspiration and dedication to our brand, as well as our shareholder and group for their continued support.”

Lamborghini is expected to use 2020 to further develop hybrid variants and work on the next generation of super car models. It will also build the super-capacitor hybrid Sian FKP 37 it revealed in Frankfurt in 2019, a vehicle limited to just 63 examples.

Mark Holgate
Mark Holgate
A journalist with more than 24 years experience, Mark Holgate has worked with a number of regional, suburban and metropolitan newspapers, as well as stints with motoring specific publications like Which Car? Motorsport News, Auto Action and Street Machine. He is also a contributor to DriveTribe.


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