Company : Automobili Lamborghini

Founder : Ferruccio Lamborghini - (in May 1963) - Italy

CEO : Stephan Winklemann - ( Worked for Mercedes – Benz and Fiat Auto (1994-2001), CEO
of Audi Quattro Gmbh , CEO of Lamborghini (2005-2016), CEO of Bugatti Automobiles(2018-
2022) & CEO of Lamborghini (2020-2024)

Owner Group – Volkswagen

Parent Organizations – Audi & Volkswagen

Vision : Being the Leader of the Unexpected

Mission : Turning Our Visionary ideas into Stunning Creations

Headquarters : Italy

Segmentation : Upper class of the society

Target Market : Rich and affluent from the urban.

Positioning: Power and speed performance , Elegance, Class ,Aggressive , Loud ,Exclusive

Board Management :

Chairman & CEO : Stephan Winkelmann

Chief Financial Officer : Paolo Poma
Chief Technical Officer : Rouven Mohr
Chief Manufacturing Officer : Ranieri Niccoli
Chief Marketing & Sales Officer: Federico Foschini
Chief People , Culture & Organisation Officer : Umberto Tossini
Chief Procurement Officer : Silvano Michieli

Ownership:

1963–1972 Ferruccio Lamborghini

1972–1977 Georges-Henri Rossetti and René Leimer
1977–1984 Receivership
1984–1987 Patrick Mimran
1987–1994 Chrysler Corporation
1994–1995 MegaTech
1995–1998 V'Power and Mycom Sedtco
1998–present Audi AG

History / ideology behind Lamborghini:

Ferrucio , a wealthy man , fascinated by cars travelled to Maranello to buy a Ferrari 250GT
and bought two more cars. He thought that the cars can be much better and he was
dissatisfied with Ferrari. He took his observations to Enzio Ferrari but he was insulted and
chased out which influenced him to make his own car Lamborghini 350GTV which had full
alloy V12 Engine ,2 coupe , 600HP and a top speed of 250kmph which gave him a great
success. In 1963, he created his own Automobile manufacturing unit called Automobili
Lamborghini in Italy.

Strengths :

1. World renowned name

2. Superior Handling & High speed performance
3. Sharing best technologies with parent companies
4. Small workforce of around 850 employees they design & produce one the best in class
products & satisfy the global demand as well, producing around 1800 vehicles a year
5. Mid-rear engine layout & rear wheel drive design for sports cars & super sports cars
6. Pickup time and speed are higher than other cars
7. Stylish looks and high power performance
8. Motorsport vehicle

Weakness:

1. High fuel consumption

2. Due to its premium nature & pricing the sales are easily affected by the macro-economic
events like the late 2000s crisis which lead to halving of its annual sales.

Opportunities:
1. Increase customer relations events & activities which will enhance the ownership
experience
2. Increase the global reach as currently it is present in very few regions
3. To do away with the regional quota system & sell on the basis of demand, it was seen
that when they launched their models in India the demand far exceeded the supply thus
they lost the customer to the competitors
4. Produce Hybrid cars and EV cars

Threats :

1. Niche regional players & custom modifiers who have the regional presence & ability to
make a car to exact taste of the buyer
2. Intense competition for Lamborghini in the niche segment from other premium brands
3. Govt policies against high fuel consuming super cars

Competitors:
Cars that compete with Lamborghini’s entry-level Exotic Sports cars:
⦁ Ferrari F8
⦁ Ferrari Portofino
⦁ Aston Martin DB11
⦁ Aston Martin Vantage
⦁ Maserati MC20

Cars that compete with Lamborghini’s supercars :

⦁ Ferrari 812
⦁ McLaren 765LT
⦁ Aston Martin DBS

Cars that compete with Lamborghini specialty hyper cars:

⦁ LaFerrari
⦁ McLaren P1
⦁ Buggati Chiron
⦁ Pagani Huayra
⦁ Porsche 918 Spyder
⦁ Koenigsegg Agera
⦁ Aston Martin Valkyrie

⦁ Cars that compete with Lamborghini’s exotic SUV model:

⦁ Aston Martin DBX
⦁ Bentley Bentayga
⦁ Maserati Levante Trofeo
⦁ Mercedes G-Class
⦁ Rolls-Royce Cullinan
⦁ Ferrari Purosangue

USP of Lamborghini:

1. A long history of being the “underdog” when compared to its biggest rival, Ferrari.
2. Vehicles that are considered way more extreme than rival offerings
3. Trademark ‘scissor’ doors that add to the drama
4. Legendary unreliability and difficulty to drive at the limit were considered matters of
pride in the past.
5. Four wheel power cars
6. Some of the rarest, most exclusive vehicles in the world.

Digital presence:

Lamborghini's social media strategy relies on frequent updates. Instagram and Facebook
followers see new posts nearly every day and sometimes, multiple times within the same
day. On YouTube where several luxury manufacturers post just once per week , Lamborghini
can be counted on for near-daily posts

Marketing strategies of Lamborghini:

1. Increase their visibility and reach new customers is by leveraging the power of social
media
2. Develop a strong and recognizable logo
3. To reward existing customers and encourage repeat purchases, Lamborghini has created
several customer loyalty programs.
4. Invested in a range of marketing campaigns to create a buzz around the brand. From print
and outdoor advertising to online campaigns, they've used a variety of tactics to reach their
target audience and increase sales
5. Creating strategic partnerships

Models :
350 GT (1964-1966)
400 GT (1966-1968)
Miura (1966-1972)
Espada (1968-1978)
Islero (1968-1969)
Jarama (1970-1976)
Urraco (1973-1979)
Countach (1974-1990)
Silhouette (1976-1979)
Jalpa (1981-1988)
LM002 (1986-1993)
Diablo (1990-2001)
Murcielago (2001-2010)
Gallardo (2003-2013)
Aventador (2011-2022)
Revention (2008-2010)
Sesto Elemento (2012)
Veneno (2013-2014)
Centenairo (2016-2017)
SC18 Alston (2018)
Sian FKP 37 (2020)
Essenza SCV12 (2020)
SC20 (2021)
Countach (2022)

Present models:
1. Huracan (2014-present)
The V10-powered Huracán line currently includes the all-wheel-drive LP 610-4, the low cost
rear-wheel-drive LP 580-2 and the powerful track oriented LP 640-4 Performante, each in
coupé and Spyder (convertible) versions.

2. Urus (2018-present)
With the intention of doubling its sales volume by 2019, Lamborghini also added an SUV
named Urus in its line-up which is powered by a twin-turbo V8 engine and utilises a front
engine with all-wheel drive layout

3.Revuelto(2023-present)
The car will be powered by a 6.5L naturally aspirated V12 and three magnetic motors for a
combined power output of 1,001 hp (1,015 PS).

Lamborghini Motorcycle:

Lamborghini produced a limited-production run of a 1,000 cc sports motorcycle in mid

1980’s. it had Lamborghini alloy frame having adjustable steering head angle, Kawasaki
GPz1000RX engine/transmission unit, Ceriani front forks and Marvic wheels. The bodywork
was plastic and fully integrated with front fairing merged into fuel tank and seat cover
ending in a rear tail-fairing. The motorcycles were designed by Lamborghini stylists and
produced by French business Boxer Bikes

Brand extensions:

Tonino Lamborghini:
Founder: Antonio Tonino Lamborghini
Designs & Manufactures a line of clothing & accessories , food & beverages, fragrances ,
furnishings and Gadgets

Patrizia Lamborghini:
Founder: Patrizia Lamborghini
A winery

Centro Studi e Ricerche Ferruccio Lamborghini

Built by Antonio
It’s a museum that honours legacy of Ferrucciob Lamborghini which houses all the vehicles
developed by Lamborghini.

Future plans of Lamborghini:

Its first fully-electric model will come by 2028 and will be closer to a small SUV but heavily
inspired in design by the lower sports cars in size and shape, previewed by the stunning
Lanzador concept vehicle

Museums

Museo Lamborghini
This two-storey museum is attached to the headquarters, and covers the history of
Lamborghini cars and sport utility vehicles, showcasing a variety of modern and vintage
models. The museum uses displays of cars, engines and photos to provide a history and
review important milestones of Lamborghini.

Museo Ferruccio Lamborghini

A 9,000 square-foot museum about Ferruccio Lamborghini houses several cars, industrial
prototypes, sketches, personal objects and family photos from Ferruccio's early life.