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The Urus Is Causing Problems For Lamborghini

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More proof that Lamborghini is a brand where the norms don't apply.

It was shocking though not surprising to learn that Lamborghini’s sales were on track to nearly double by the end of the year due almost entirely to the popularity of the Urus. That was, after all, Lamborghini’s plan - to cash in on the demand for SUVs and the Lamborghini brand simultaneously with a single hot-selling model. But one of Lamborghini’s ultra-luxury competitors, Aston Martin, is taking the step of imposing annual production limits on its SUVs, despite the company expecting high demand, in order to maintain the brand’s exclusivity.

In the past Lamborghini has said it would do the same, claiming that it would not build more cars than necessary. That number was pegged to be around 7,000-8,000 vehicles annually by Lamborghini’s CEO, Stefano Domenicali, but according to what he has now told Automotive News Europe, that self-imposed limit is going to be surpassed.

Domenicali now says that Lamborghini expects to sell more than 8,000 vehicles in 2019, though he doesn’t want his company to make a lot more than that since that sales level is "the right dimension of our company with our current product portfolio," said the executive at an event in Lamborghini’s Sant’Agata Bolognese plant in Italy.

The key phrase in Domenicali’s announcement, however, is "our current product portfolio.” That leaves open the possibility that the company could further grow by adding a new model to its lineup, which could push production to the five-figure mark so that Lamborghini produces around 10,000 vehicles annually. But Domenicali also noted that adding a fourth model to compliment the Aventador, Huracan, and Urus SUV would be a decision that Lamborghini’s board would have to approve.

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Another way Lamborghini could grow and do so without devaluing its brand by much is by entering new markets where it doesn’t sell often. Still, Domenicali doesn't think that would bring in significantly higher sales numbers (since the markets Lamborghini has yet to enter don't have many affluent buyers) and sees adding new models as the best way to grow the company, as evidenced by the Urus' success.

Despite the opportunity to rake in additional profits Domenicali wants to maintain Lamborghini’s exclusivity, and like Aston Martin, he will seek to impose limits on the company's growth so that it doesn’t see the value of its brand diluted. ”We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," said Domenicali.

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