Lamborghini has been organizing all kinds of events worldwide for owners and potential customers. What is their aim? Hirohisa Kaneko, a motor journalist who participated as press in the "Lamborghini GIRO JAPAN 2019" held in Hokkaido in June, reports.

Organizing Events Worldwide

Lamborghini's recent approach to events is truly remarkable.

Lamborghini itself organizes all types of events in various countries around the world.

What is the meaning of holding events for a manufacturer that produces in small numbers and specializes in supercars?

I have previously covered customer and potential customer events held in Melbourne, Australia, and Dogo Onsen in Shikoku. This time, I also attended a customer event, "Lamborghini GIRO JAPAN 2019," held in eastern Hokkaido.

The event in Melbourne was a driving lesson held at the Phillip Island circuit on the outskirts.

It was a half-day event for customers and potential customers from the Asia-Pacific region. Participants gathered at a hotel in the city center and then traveled to the circuit by several helicopters from a nearby heliport. The mode of transport itself was luxurious.

The participation fee was US$2,000 per person, including transportation, lunch, and driving lessons from Lamborghini instructors at the circuit. Six newly unveiled "Aventador S" models were provided for the laps on the full course of Phillip Island, a generous offering. There were also fulfilling lessons on a gymkhana course using the "Huracán."

I asked participants for their impressions.

"I went to the dealership intending to buy an Aventador S and was recommended to participate in this event. After participating, I want it even more." (A man in his 30s from Hong Kong)

"I participated because I can't afford a Lamborghini. It was my first time driving on a circuit, so I had a lot of fun." (A man in his 40s from Sydney)

When I heard the participation fee was US$2,000, I thought it might be expensive, but after participating, I was impressed that it was actually inexpensive.

The event in Dogo Onsen, Shikoku, was a touring type. It was for customers only. Participants gathered in their own cars at the port of Osaka, took commemorative photos at the foot of the Seto Ohashi Bridge, and enjoyed learning Raku ware pottery while heading to Dogo Onsen. Unlike the Melbourne event, it had a relaxed atmosphere.

This GIRO JAPAN 2019 was the second touring event in Japan, following Dogo Onsen. It was held from June 7th to 9th, for three days and two nights, based at a hotel on the shores of Lake Akan.

It was a customer-only event with 27 cars participating. The participation fee was 500,000 yen per person and 650,000 yen for two. Participants came from all over Japan; they had their Lamborghinis transported by a logistics company in advance and flew to Hokkaido themselves.

The participating cars were evenly split between the Aventador series and the Huracán/Gallardo series.

On the first day, we drove from Kushiro to Lake Akan. The opening ceremony, held in a plaza, was attended by none other than the Mayor of Kushiro, who blessed our safe journey.

For a while, we drove through the city streets near Kushiro, but the sight of over 30 Lamborghinis, including those from the organizers, driving in a procession was spectacular, with onlookers emerging from offices, shops, and homes, smartphones in hand.

The scene was no different at the roadside stations where we stopped for breaks. And the expressions of the onlookers were all cheerful. It was different from a simple smile; the extraordinary feeling of so many cars, so far removed from the everyday, must have been uplifting.

Dinner at the hotel on Lake Akan was held in a specially erected large tent. Even in the tent, the meal was a full course: Italian cuisine using Hokkaido ingredients. A sommelier was on hand, and exquisite wines, sake, and various alcoholic beverages were served. Ainu traditional dance was also performed.

The second day involved the longest drive. We toured Lake Mashu, Shibetsu, Shiretoko, and Kiyosato before returning to Lake Akan. We enjoyed driving freely on the open mountain roads of the Shiretoko Pass, and after lunch, we also enjoyed a cruise along the Shiretoko Peninsula from Utoro Port. Although we covered a lot of distance, including a visit to the Salmon Museum, we were also able to enjoy Hokkaido's unique attractions.

A couple from Fujisawa, Kanagawa Prefecture, who participated in an Aventador S, said that the enjoyment wasn't just from driving the car.

"We could come here on our own, but having it proposed like this increases our joy."

Back at Lake Akan, tonight's dinner was Japanese cuisine, featuring generous portions of fresh Hokkaido seafood such as crab, shrimp, and scallops.

On the final day, we toured the Abashiri area and had the closing ceremony at Memanbetsu Airport. We visited various places that day as well. The PR company's preparations must have been thorough. Everywhere we went, people along the roadside greeted us, waving small Lamborghini flags. Of course, we were delighted to be welcomed. We waved back, and after parking, conversations began to flow.

"It's fun to meet other Lamborghini owners at this event and talk about various things. It's also great to interact with the local people, which we wouldn't be able to do on our own, so we're glad we participated." (A couple from Tokyo who participated in a Huracán)

Speaking with Francesco Cresci, President of Lamborghini Japan, he emphasized the significance of the events as follows:

"Indeed, until recently, as you say, Lamborghini only built supercars. But nowadays, that is not enough. It has become important to organize various events like these ourselves and provide customers and potential customers with opportunities to enjoy Lamborghini. We also want people who are not yet interested in Lamborghini to see and get to know them."

Doesn't this require a significant budget, and is it possible that the participation fees alone do not cover the costs?

"Of course, that's correct. The participation fees alone do not cover the costs. We spare no expense to provide customers with opportunities to enjoy Lamborghini and to create opportunities for non-customers to experience Lamborghini."

Is this the same in other countries?

"It is the same. We hold various events not only in Italy but also in Europe, America, Asia, and China. We plan to further enhance these in the future."

There were driving lessons at circuits like in Melbourne, touring events called "Experientia" like the one in Hokkaido this time or Shikoku two years ago, and in July this year, an "Aventura" event driving in the Arctic Circle in Norway.

I believe Lamborghini's initiative is insightful. The primary objective of holding diverse events is to enhance brand recognition and drive sales. However, if "how to sell" has been the challenge of automotive marketing until now, a new theme of "how to satisfy customers after purchase" has been added, opening up a new phase. It might even be related to sharing.

The customers drove their own cars, but we, the press team, accompanied them in the super SUV "Urus." We drove over 500 km in various road conditions, and were constantly amazed by the Urus's power, comfort, and connectivity capabilities.