A Year of Leaps Forward, with a Positive Outlook for the Future

The interview with CEO Stefano Domenicali began with an "Okay!" and kicked off with a discussion about the current state and future of the supersports car segment.

"Lamborghini is experiencing exceptional sales right now. We are doing very, very well. Very, very good! And I have a very positive outlook for the future of the supersports car brand. Unlike mass-market brands like Toyota and Volkswagen, which are exploring car-sharing concepts, our users purchase Lamborghinis with the understanding that they are acquiring a special product, seeking a special driving experience, and desiring a certain image. Because they are buying into such a special brand, I am confident that the future of the supersports car segment, which can be considered a niche, is very positive."



—In 2018, over 500 units were sold in Japan, and many more worldwide. Those who desire a special brand likely dislike encountering the same car on the street. If it's not about producing in large numbers, what is the optimal volume?

"For Lamborghini, we consider 'exclusivity' as an indispensable key to success for our brand value. How we balance this with quantitative aspects involves various factors. For instance, with the super SUV 'Urus' launched this year, we still don't know its full growth potential. There are aspects yet to be seen. On the other hand, sports cars like the 'Aventador' and 'Huracán' are showing stable growth."



"The Urus is expected to contribute significantly to our numbers next year, which will clarify the direction of the super SUV market. With that in mind, we will aim for stable growth while monitoring the situation. We are not simply chasing volume, but seeking an appropriate balance. We aim to reach between 7,500 and 8,000 units in the next few years. Once achieved, we plan to introduce new models (perhaps a V12 hybrid model?), with the ultimate goal of reaching 10,000 units in the future. Again, I must emphasize, we must not forget exclusivity."

Page 2.Respect for the Japanese Market

Respect for the Japanese Market

—What do you think is the reason for Lamborghini's popularity in Japan?

"Fortunately, Lamborghini has maintained stable popularity in Japan for a long time. The reason lies in the cultural aspect of 'Made in ITALY.' Customers are drawn to its design, technology, and personality. It appeals to those who appreciate Italian style and values, and perhaps seek something a little different."




—Lamborghini continues to appeal to a wide audience through events and social media targeting younger demographics. For example, the "Lamborghini Night" music event in Shibuya this October, Lamborghini's first of its kind, attracted not only owners but also a large general crowd, forming long queues. Do you have a brand strategy to position Lamborghini as a fashion icon for the young people who gather in Shibuya?

"Our customer base is getting progressively younger. We are becoming a brand that inspires iconic inspiration. We deliver a wealth of social media content aimed at younger audiences. For instance, our Instagram followers have grown from 2.6 million to 5.3 million in just one year."

"Furthermore, the event in Shibuya was a great success. We are holding similar events worldwide; the event at Pebble Beach in the US was also very popular because it was a cool location and a cool event. Seeing that gave us a lot of motivation. We listen to the younger generation and speak their language, using the same communication style. They are not interested in cars as mere tools. We believe we offer something more than just a car – something that allows them to express themselves."



—What are your thoughts on the "Collezione Automobili Lamborghini" apparel line?

"The Collezione is in a very good state. We want to grow it as something that further enhances our brand value. We aim to expand our apparel offerings so that our users can feel close to the brand on a daily basis, not just through our cars. We want to deepen that connection."

—Could you share a few words about the "Lamborghini Day Japan" event?

"We hold this event out of respect for the Japanese market and to respond to the passion of our users. Last year it was in Tokyo, this year in Yokohama, and preparations for next year have already begun; it might even be held in Osaka. Through this, we want our Japanese customers to feel like they are part of the Lamborghini community. Today, I am looking forward to seeing over 150 Lamborghinis and more than 300 guests. I expect the venue to be filled with passion, energy, and excitement. We want to be a brand that, true to Lamborghini's spirit, offers not only driving pleasure but also an exhilarating atmosphere. Thank you! Thank you very much (in Japanese)."