Lamborghini Remains Unshaken with the decline in U.S. Sales

According to Lamborghini president Stephan Winkelmann, the company sales in the United States plummeted in 2008 but with made a global record year with balanced sales in China, Southeast Asia, and the Middle East. In the United States, Lamborghini sold around 741 cars, a 20.3 percent decrease compared with the sales in 2007. Around the world, they sold 2,430 cars in 2008, an increased rate compared to last year’s 2,406 sales.

Due to economic crisis in the United States, Lamborghini customers, who are capable of purchasing cars that start at $200,000, are reduced in number. Yet the company remains unaffected by the economic crunch and activities that rock the United States today, as Winkelmann stressed that the company will stick to their guns and stratgegy in producing at least one new Lamborghini model a year, as it maintains its identity as a luxury brand in the automobile industry.

“There is no brand that is immune to financial crisis, but we always produce less than demand. We are conservative in our forecast,” said Winkelmann as he refused to speculate the 2009 sales but stressed that they will be facing a reduction of sales worldwide.

Lamborghini will make no marketing cutes this year but will continue with their “below the line” advertising strategies. One example is to take possible buyers to the racetrack to see luxurious Lamborghini cars perform. Winkelmann stressed that the luxury car company does not make use of “above the line” advertising like TV and print ads.

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