Informal Luxury and Agender

"What if there was a Lamborghini apartment?" The "Lamborghini Lounge" is a space that offers customers this very concept. It has been held in New York, Los Angeles, and Melbourne, and this time, "Lamborghini Lounge TOKYO" opened for two days, May 26th and 27th, in Harajuku, Tokyo.

On the first floor of the lounge, a lime green "Miura SV," a historic masterpiece, was displayed. On the second floor, collaboration items from Pirelli, Roger Dubuis, Mizuno, Riva, Hettabretz, Enzo Bonafè, and Technomariner, creating a lifestyle and interior ambiance, adorned the space, enveloping invited Lamborghini customers in an atmosphere of relaxed sophistication.

We spoke with Katia Bassi, the company's first female executive and CMO (Chief Marketing Officer), who visited Japan to produce this lounge, about the Lamborghini brand, now entering a new phase, and its future developments.

Katia Bassi was appointed Lamborghini's first female executive in September 2017. Prior to joining the company, she held positions including Vice President and Brand Managing Director at Aston Martin Lagonda, Licensing Manager at Ferrari, Commercial Director at FC Internazionale Milano, and Country Manager Italy at the NBA.

— Please tell us about the concept and ideas behind the Lamborghini Lounge.

We wanted to create a place where users could enjoy themselves, a comfortable space where they could experience Lamborghini without any constraints, rather than a dealership. Going to a store implies going to buy something. The lounge, on the other hand, is a place of "informal luxury" where you can relax and enjoy the Lamborghini atmosphere, feeling as if you've come to Italy.

Also, while Lamborghini is thought to be a brand that primarily interests men, with the launch of our first SUV, theUrus, we have become able to appeal to women as well. Regardless of gender, families and children can experience Lamborghini together. In other words, we have opened up a completely different target audience than before. We call this "agender." In fact, 70 percent of Urus customers are new clients, which is an interesting phenomenon.

We Want to Create a Temporary Lounge in Tokyo for the 2020 Tokyo Olympics

— New York, Los Angeles, Melbourne, and now Tokyo. Please tell us about the status and differences of the lounges in each location.

The New York lounge has been permanent since last November, while the others are temporary spaces.

Given New York's character, many celebrities and people who prefer not to go to stores frequent it. For such individuals, there's a special entrance and a curated lounge program. They can spend time with their close companions without feeling pressured to buy. It's like a true "home" within a building. With a concierge, we offer the ultimate experience. Naturally, reservations are required. It's like when you invite someone for dinner; you prepare everything perfectly, right? It's the same concept.

The concept of the lounge is fundamentally the same everywhere. As an Italian company, we want to offer authentic Italy without compromise.

If we try to incorporate regional characteristics, attempting to copy Japanese or American culture, it won't work. It ultimately loses its authenticity. Therefore, we take a piece of Lamborghini from Sant'Agata, our headquarters in Italy, and showcase it in various locations. That's how we operate.

All the water and food are Italian. However, the people who gather differ by country, so the atmosphere might vary slightly depending on the location.

— What are your future plans?

We have invited about 1,000 customers to the New York lounge so far. Last year, Lamborghini sold approximately 4,000 units worldwide. Many customers who make a purchase want to share their achievements with the world.

While the Tokyo lounge is temporary, Japan is our second most important market after the United States, and we are eager to establish a permanent one. Our target is the 2020 Tokyo Olympics. The Japanese people have a deep affection for the Lamborghini brand, and we are committed to making this a reality.

— What kind of company is Lamborghini?

CEO Stefano Domenicali has great foresight, and I am grateful that he hired me, a woman. With the announcement of the Urus, the rules changed, and I was able to join at a perfect time during the best era. I wanted to leverage what I learned in the automotive industry at Ferrari and Aston Martin, and my experiences in sports (Inter Milan, NBA Italy) have also been valuable.

Lamborghini is a company where creativity is paramount; we aim for different approaches and to transcend existing boundaries. We constantly strive beyond our comfort zones. This might be uncommon in the automotive industry, but this is precisely what Lamborghini is.

We Want to Appeal the Lamborghini Brand to the Millennial Generation

— How do you want to change the company?

I believe Lamborghini hiring me is just the beginning of significant changes to come. It's not about being a woman; it's about my professional skills and experience that matter. However, in this male-dominated world, there might have been an intention to bring a different perspective, a different way of thinking and strategy that could drive change.

My role, however, is simply to guide. I want to guide the millennial generation to see Lamborghini not just as an aggressive brand, but as a desirable one.

For example, in the promotional video for the upcomingHuracán Performante Spyder, a woman is driving. It should be very well-received as a lifestyle car; affluent women seeking something emotional, something to indulge themselves with. Cars then enter their consideration. It's a brand for those who want to enjoy life, regardless of gender – for everyone.

— What car are you currently driving, and what is your favorite car?

I'm currently driving an AudiQ5, because I prioritize the customer (laughs). And I will soon be driving the Urus. But my absolute favorite is the Huracán Performante Spyder. It's magnificent! It will take me a long time to get my hands on one, but I truly want to drive it. I have no interest in cars that are merely a means to get from point A to point B, but with a Lamborghini, the enjoyment begins the moment you drive it. It's a wonderful experience.

— Do you have any anecdotes about Lamborghini cars?

I joined the company last September and immediately, in December, we had a car launch, and I was traveling the world for presentations. I had no time to drive a Lamborghini myself. My birthday was on March 21st this year. Before my birthday, Maurizio Reggiani (Chief Technical Officer) contacted me, saying, "Katia, we're having an after-sales training on the 21st, so please come to the company." I thought, "Why on my birthday? Well, I guess I have to..." and when I went, there was a surprise.

He, his secretary, and the executives had coordinated to say, "Today, we've prepared three cars – the Urus, Huracán, and Aventador – so please enjoy them at your leisure." Two experienced and young test drivers drove first, then we switched, and I drove around Sant'Agata. There was no traffic, we could really push it, and it was incredibly fun. "It's Lamborghini!" The company prepared something so special for me; it was the best experience.

— What are your impressions of Japan?

Japan is a country I love. I've visited about 20 times; my first visit was for my honeymoon, where I stayed for about a month. Also, my niece is married to a Japanese man and lives in Tokyo. I love Japan for its simplicity and orderliness.

— If you succeed in your career, perhaps you'll be able to buy a Lamborghini someday?

Good! Good! I am satisfied with the current sales performance, and we are profitable. The popular Urus has a two-year waiting list even if you order now. You can go anywhere with your family. It's quiet, has a spacious interior, and can carry a lot of luggage. We are also working hard, and we have doubled the size of the company. It's completely different from before, so please come and see for yourself in Sant'Agata.