“South Korea is an important marketing location for Lamborghini,” emphasized Francesco Scardaoni, CEO of Lamborghini Asia-Pacific.
On the 18th, during the Lamborghini Super Trofeo Series held at Inje Speedium, an interview took place with Francesco Stardaoni. The Super Trofeo Series, held across three series on four continents, was organized by Lamborghini’s motorsport team, Squadra Corse, after a three-year hiatus. Notably, the inclusion of Korea as a host this year highlighted Lamborghini’s status in the Korean market.
Francesco explained the reasons for hosting the event in Korea.
“Korea has achieved remarkable success as Lamborghini’s 8th largest market worldwide. Along with a strong product portfolio that includes the Urus S, we have increased sales through various marketing efforts via our dealer network. This makes Korea one of the key countries for establishing the Lamborghini brand presence, leading us to decide on hosting this event here.”
The journey was not without challenges. Initially planned for Yongin Speed Way, the venue was shifted to Inje Speedium. He expressed his thoughts on this change.
“Other circuits often have to share their tracks with different events, but Inje provides a space dedicated solely to Lamborghini, allowing us to exclusively use the track and facilities. Additionally, the event spans over the weekend, and we anticipate that existing customers, potential buyers, and many motorsport fans will come from Seoul to see the Super Trofeo. Lamborghini visited Yeongam in 2019, wishing to hold the event at another track in Korea. Inje Circuit is one of the most challenging circuits in the motorsports industry. It offers excitement and tension to drivers. The size of the facilities was essential to accommodate over 300 guests and team staff for an international series like the Super Trofeo Asia.”
Inje presents a lot of ups and downs and hairpin turns, making it a difficult track. Francesco remarked, “Inje is not an easy track. It requires deep knowledge. Without proper vehicle settings, drivers cannot enjoy the track. There’s a risk of going off the track during low-speed turns, so it must be operated with professional knowledge.”
Motorsports have not garnered significant interest among the public in Korea yet. Francesco shared his thoughts on this matter.
“Driving a regular car in Seoul is different from enjoying extreme racing on a circuit, but they can synergize closely. I believe it’s important to activate the connection between our racing cars and motorsports as customers upgrade their vehicles meticulously. Furthermore, I believe in the potential of Korean motorsports as we restart the Super Trofeo Asia Series. We have a team based in Korea, and we aim to showcase what Lamborghini motorsports is about and further promote motorsports, hoping that Korean customers will be more engaged next year.”
Lee Sang-jin daedusj@autodiary.kr