Lamborghini is putting the brakes on production with a cap of 8,000 units by the year 2020.
Let’s be honest: anyone can make a fast car. But to make an expensive car? That requires exclusivity. If there’s 100,000 of the same car on the road you just expect them to cost $30,000 each, but if there are only a few hundred, then you can charge millions for them.
That’s how Bugatti, Ferrari, and Pagani ensure their cars retain value long after they’re out of production, and that’s how Lamborghini plans to do it too.
And it’s something Lamborghini will have to do pretty soon. Last year, Lamborghini had their best year ever in terms of sales by shipping 5,750 units. That number represents an increase of over 50% compared to last year’s sales numbers, which topped off at 3,815 units.
Much of those sales are thanks to the introduction of the new Urus performance SUV. With 1,761 units sold, the Urus now commands top spot as the fastest SUV on the planet. Lamborghini also saw significant gains across the globe, including in Europe, America, and Asia/Pacific.
But a brand can’t retain exclusivity if it keeps making more and more cars. That’s why Lamborghini CEO Stefano Domenicali told Australian car site Car Advice that the Italian manufacturer was going to place a cap on sales by the year 2020 to the tune of just 8,000 units.
Roughly half of those are expected to be Urus sales, while one-third will be the Huracan. One-sixth of all sales will be devoted to the flagship Aventador, or whatever replaces the Aventador in the near future.
The idea here is to maintain Lamborghini’s exclusive brand image, but also so that the cars retain resale value. A significant portion of supercar maker operations now involves maintaining and reselling legacy vehicles, and ensuring those vehicles remain valuable also ensures their profitability.
It’s almost certain that Lamborghini will hit the 7,000 mark this year, with 8,000 by 2020 being a strong possibility based on the Urus’s popularity.