Exotic Italian carmakers gotta look out for one another.
Lamborghini is doing better than ever these days and demand is high. However, the Italian supercar brand must carefully navigate this demand versus production output in order not to dilute itself too much. Ferrari has done the same by capping annual production to 9,000 vehicles. That figure actually increased from a strict 7,000 unit cap.
Speaking to Car Advice, Lamborghini CEO Stefano Domenicali, who previously worked at Ferrari for years, stated that his company will not produce more than 8,000 cars in 2020. Furthermore, half of that will be allocated to the Urus. The remaining 4,000 units will be split between the Huracan Evo (two-thirds) and the Aventador (one-third). That figure, according to Domenicali, includes "no further increase in new markets.”
Point being: he’s sticking to 8,000 no matter how high demand global demand reaches. The Urus, for example, just went on sale in the latter part of 2018 and already managed to achieve 1,800 sales. To put that into some perspective, back in 2010 Lamborghini sold a grand total of 1,302 units worldwide. Last year, it sold 5,750 cars, up by 51 percent from 2017. Lamborghini’s fast track to the big time needs to be handled with care, as Domenicali well knows. Not only does the brand’s exclusivity need to be retained, but also vehicle residual values. Remember, older Ferraris consistently increase in value over time, a fact very important to customers who buy for investing purposes.
Domenicali told Car Advice he sees Ferrari as the ideal example for high residual values. "I would say if you look now, the residual values of our cars are some of the highest in our segment. I can also say that for us, Ferrari has always been a reference… as well as others in the super sports car segment, but we have already achieved higher residual values for our cars, especially with some of our older models,” he said. "The other factor that I’m very proud of is the fact that the Lamborghini brand is growing stronger and stronger with the younger generation. It’s one of the reasons why we have to be at the right level when it comes to exclusivity.”
What might tempt Lamborghini to increase output, however, is higher demand than expected for the Urus. Given that it’s not a supercar, we wouldn’t be surprised to see Domenicali backtrack a bit and slightly boost Urus production. Doing so would bring in even greater profit that could be invested in its two supercars. Whatever winds up happening, it’s wonderful seeing Lamborghini doing great and its future is more secure than ever.