Have you ever wondered why you never see commercials for the Lamborghini Countach supercar on television? That’s because Lamborghini doesn’t believe the company needs commercials. The product is so good it sells itself. And you know what? The luxury brand might have a point.
Does Lamborghini spend money on marketing?
In an old archived post from Automotive News, the author discussed luxury brands using money on marketing. “Marketing a car can be tricky when you plan to sell only 100 and the least expensive model goes for more than $200,000,” the author noted. Brands like Lamborghini, Ferrari, and Rolls-Royce didn’t spend much on marketing, even back in 1998.
Lamborghini dealer Vic Keuylian discussed the benefits of print ads. “Every car we get is already sold, so, fortunately for us, I don’t think we have to advertise,” Keuylian said. And here the brand is 22 years later, rarely using conventional media ads to entice buyers.
With such a high price point on each vehicle, it makes sense that traditional media isn’t the right move for the brand. Instead, the brand focuses on large-scale launches and events that will provide media coverage differently.
Car shows tend to attract a certain type of person that might be a qualified buyer. Social media like Twitter, Instagram, and YouTube now document these events. Anyone can see the new vehicles without being in person.
Lamborghini sold out without even trying
Despite the pandemic, Lamborghini had a successful year and used no traditional marketing. In 2020, the supercar brand launched the Huracán and Urus SUV. The Huracán appeared at the Milano Monza Open-air Motorshow (MIMO) in Milan, Italy, and attracted many viewers.
When Lamborghini launched the Urus SUV, social media immediately picked it up. Celebrities like Kim Kardashian West, Floyd Mayweather, and Justin Bieber were driving the luxury SUV before it went on sale. Kardashian made the news when she covered her Lamborghini Urus in a fuzzy material as a publicity stunt.
Lamborghini’s Former CEO, Stephan Winkelmann, reported to Bloomberg that Lamborghini has sold out about 10 months of production capacity. The company sold just under $7,500 vehicles last year without television commercials.
Even in the pandemic, the brand thrived
As the brand navigated the pandemic, the sales kept rolling in. Those who wanted a Lamborghini went ahead and purchased one. When the Lamborghini Countach launched last month, the newest supercar sold out before the official announcement hit the air. The social media circus surrounding the supercar was unlike anything else before it. In the first six months of this year, the supercar brand delivered 5,000 cars globally, up 37% over the previous 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 | Robb Report
Lamborghini, Ferrari, and Porsche tend to sell to those who have already purchased from the brand. These are trusted buyers who do not need to walk into a store to buy a car. Lamborghini will reach out to those who might be interested in purchasing a million-dollar supercar, and the inventory disappears like magic.
Conventional ads reach the wrong type of consumer for high-end brands. These buyers are not sitting around watching television or flipping through magazines. Lamborghini attends events and uses a more direct-to-buyers approach. Monterey Car Week, Milano Monza Open-air Motorshow, and Pebble Beach Concours D’elegance are just a few of those events.