Lamborghini CEO Says of the Supercar Brand’s Success During Covid: ‘We Weren’t Passive’
Lamborghini doesn’t exactly follow the usual supercar trends. In fact, the brand was full speed ahead in its own direction during most of the coronavirus (COVID-19) pandemic. Perhaps that is why Lamborghini had such a successful year. Automobili Lamborghini isn’t taking any time off with a new CEO and the new Countach LPI 800-4 everywhere in the news.
The new CEO of Lamborghini America is here
During Monterey Car Week last month, Stephan Winkelmann announced that Andrea Baldi would be the new CEO of Lamborghini America. Robb Report says that Alessandro Farmeschi will also be changing positions, heading to Italy for more work. Farmeschi will become the Global After Sales Director. Robb Report spoke with Baldi about the changes happening and how the company persevered through the last year.
When asked how he prepared for this role, Baldi noted that he was from the Motor Valley district. Brands like Lamborghini and Ducati have headquarters in the area. He joined the team back in 2010 and has been working in various regions since then. Baldi claims he thinks America will be the most challenging.
How did Lamborghini thrive during the pandemic?
When asked how the Italian automaker persevered, Baldi said it was simple. The Lamborghini brand sits within the niche extreme super sports car market, which strongly reacted to the situation. The supercar brand delivered 5,000 cars globally, up 37% over last year. Five thousand units sold was also growth compared to the 2019 year.
“We weren’t passive; even when the restrictions affected almost all traditional operations, we executed access to digital launches, which were completely new to us.”Andrea Baldi | CEO of Lamborghini America
One of the most prominent examples of this was the Lamborghini Huracán STO launch. This launch saw a lot of engagement globally and made an impact, even with coronavirus restrictions in place. The company also launched Esperienza Casa, which allows buyers to test drive and learn about cars from home.
What’s next for the supercar brand?
North America makes up for 40% of the brand’s global sales. The U.S. leads that, selling about 10 times more than Canada. Within the U.S., California, Florida, and the tri-state area lead the way. Lamborghini wants to focus on expanding through more states and into Latin America after that.
Since the launch of the new Lamborghini Countach, things have been moving quickly for Baldi. The brand barely announced the Countach before it sold out. In fact, buyers in the U.S. bought about 30% of the 112 Countachs available without even seeing it. “We have since received several new applications, which, of course, can only be considered for a waiting list in case of any cancellation—but that’s very unlikely to occur,” Baldi told Robb Report.
Based on some of the clips on the official Lamborghini YouTube account, something else is happening early next week. There doesn’t appear to be any slowing down for Automobili Lamborghini this year or next.