Lamborghini plans to cap production of their successful Urus SUV in order to maintain brand exclusivity.
Supercar makers are different from regular carmakers. Whereas a company like Ford or GM would be happy to sell as many of their cars as possible, Lamborghini knows they could sell a lot more Urus than they currently are. They just don’t want to.
Last week, Lamborghini revealed their second quarter results and they were astounding. The Urus now accounts for over half of all Lamborghinis sold in the world, outselling both the Huracan and Aventador combined. Almost 2,700 Urus SUVs were moved in the first 6 months of 2019, single-handedly doubling Lamborghini’s yearly deliveries.
These facts and figures make Lamborghini’s shareholders hungry for more, but brands like Lamborghini have a careful calculus to consider. It’s the old law of supply and demand; part of the reason Lamborghini can charge a high price for their vehicles is their incredible performance and luxury, but also because there just aren’t that many of them.
And as much as Wall Street would love for Lamborghini to keep making them more money, Lamborghini’s executives are reigning in everyone’s expectations. "We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," said Lambo CEO Stefano Domenicali at the recent unveiling of a new paint shop at their Sant’Agata Bolognese facility.
Domenicali said that he expects Lamborghini to sell around 8,000 cars this year, and that will be the number they plan to cap production at for the near future. This will likely mean around 5,000 Urus will be sold per year, then around 2,000 Huracans and 1,000 Aventadors.
However, Domenicali did leave the door open to raising that 8,000 cap should a fourth model be added to Lamborghini’s fleet. That model won’t be an electric car though, as "our customers are currently not interested,” according to Domenicali.
Hybrids are a likely addition in order for Lamborghini to meet stricter emissions regulations, and the Huracan might get a turbocharged engine, but the Aventador will always be naturally aspirated.
(via Automotive News Europe)