Lamborghini is ranked 8th in the global market. This was the report card received by Lamborghini in South Korea based on last year’s sales. Francesco Scardovoni, CEO of Lamborghini Asia Pacific, expressed a strong commitment to local investment, stating “We are making efforts to secure many touchpoints with our customers,” during the media track day event held at Everland Speedway in Yongin, Gyeonggi-do on the 19th.
In 2018, Lamborghini sold only 11 vehicles, but in 2019, it recorded an astounding 173 vehicles sold alongside the introduction of the Urus, representing an incredible growth of 1,472% compared to the previous year. Since then, the sales figures have consistently risen, with 403 units sold last year. As of April this year, sales have totaled 85 units, marking a slight increase of 2.4% compared to 83 units during the same period last year, maintaining its market presence.
Francesco highlighted the Urus, which significantly contributed to revenue growth, saying, “Standard sports cars can only accommodate two passengers, but the Urus can fit four. It serves as a comfortable daily driver while also being a versatile model that can function as a super sports car at times.”
Such rapid growth has also led to a significant jump in sales ranking in the Korean market. Francesco noted, “Until recently, sales in the Korean market weren’t significant, but as of 2022, Korea ranks 8th globally.” He further explained, “The headquarters recognizes the importance of the Korean market and is focusing more on quality rather than just selling quantitatively.”
Related to this, Francesco strongly expressed the intent to invest in domestic network facilities, stating, “We are working hard to secure many customer touchpoints,” indicating they are looking for ways to enhance the proximity of their after-sales service network.
In response to this, Lamborghini is planning various marketing events utilizing its luxury range in the Korean market. One of these events is the Super Trofeo, which will be held at Yongin Speedway in August. The Super Trofeo is a super race organized by Lamborghini’s motorsport team, Squadra Corse. This will be the first event in Korea since 2011, generating considerable interest among domestic motorsport fans.
Francesco stated, “Interest in motorsports is rising in Korea, and we aim to lead the best competition through synergy with Hankook Tire.”
By Sang-jin, daedusj@autodiary.kr