Lamborghini's share of young women in China has increased China is firmly positioned in its second largest single market

Economic Observation Network reporter Zhou Ju "The average age of customers in the Chinese market is lower, and the proportion of female car owners is increasing, which is a very positive signal, and we are also actively launching customized projects to meet the different needs of customers." A few days ago, the ultra-luxury brand Lamborghini mentioned in the summary of sales in the Chinese market in 2021 that the number of young female car owners in China is increasing, especially the SUV model Urus, and the proportion of female car owners has increased significantly, with an average age of about 37 years old.

Meanwhile, Stephan Winkelmann, chairman and CEO of Automobili Lamborghini, said that China will continue to maintain its position as Lamborghini's second largest single market in 2021.

Lamborghini's latest global sales data released at the meeting shows that although the epidemic continues, Lamborghini's sales have not been affected, on the contrary, its deliveries in the first three quarters of this year have reached a new high: a total of 6,902 units were delivered worldwide from January to September, an increase of 23% compared with the same period in 2020, and an increase of nearly 6% compared with the same period in 2019 (before the new crown epidemic).

Regionally, Lamborghini delivered 2,407 units in the Americas in the first three quarters, an increase of 25% compared with the same period in 2020; Deliveries in the European market were 2,622 units, up 17% year-on-year; and the total deliveries in the Middle East, Africa and Asia-Pacific markets were 1,873 units, an increase of 28% over the same period last year. In terms of products, the SUV Urus became the best-selling model with 4,085 units delivered and a growth rate of 25%.

In 2021, the impact of the epidemic at home and abroad continues, in this case, Lamborghini attributed its growth to several aspects. One of them is that after the outbreak of the epidemic, people want to enjoy life and give themselves certain rewards, so they are more concerned about supercars. Stephan Winkelmann believes that this also reflects the good market feedback from Lamborghini's going concern.

Stephan Winkelmann stressed that the Chinese market is undoubtedly one of the most important markets for Lamborghini, noting that China will once again become lamborghini's second largest single market by the end of 2021.

For customer portraits in the Chinese market, Stephan Winkelmann pointed out that in China, Lamborghini Urus owners are relatively young, with an average age of about 37 years old. "The Urus is a family-oriented super SUV with an increasingly high percentage of female owners in its customer base, which is a very positive sign." "The Urus is a family-oriented super SUV with an increasingly high percentage of female owners in its customer base, which is a very positive sign." Stephan Winkelmann said.

Under the trend of "new four modernizations" of automobiles, Lamborghini is also actively transforming to electrification. Lamborghini disclosed in an interview that by the end of 2024, all Lamborghini product lines will be hybridized. According to reports, Lamborghini's first hybrid supercar will be a new generation of Aventador, after which all models including Urus and Huracán will be hybridized.

However, as an ultra-luxury brand, Lamborghini values its mechanical power and brand value, which are highly valued by customers, and how to maintain its own brand and performance genes in the process of transforming to intelligent electrification is very critical. Stephan Winkelmann said that this is indeed something that Lamborghini is thinking about. As a result, in the process of transitioning to hybridization, its products will still retain Lamborghini's unique genes, design, performance and driving performance.

"Customers of ultra-luxury sports cars are more focused on enjoying the experience and fun of driving, and we need to meet the emotional and driving experience requirements of lamborghini customer groups, such as we will still retain the V12 engine on the new Aventador model. In the process of achieving a pure electric transformation, we still have to maintain the characteristics of Lamborghini. According to the electrification plan, Lamborghini will launch a fourth product line from 2025 to 2030, namely pure electric models. Stephan Winkelmann said.

Another view of Lamborghini that is somewhat different from the mainstream market is that in the current situation where the pace of OTA upgrades of smart electric models is very fast, Lamborghini said that it will maintain its own update rhythm, because it believes that if the update is too frequent, it will make consumers lose confidence in the brand.

"Lamborghini belongs to the ultra-luxury sports car segment, our models are different from other models that are used every day, and if they are updated too frequently, consumers will lose confidence in the entire brand. Many consumers buy Lamborghini to buy a dream car, and if the entire product life cycle is very short, it may affect their perception and confidence in the brand. Therefore, despite the emergence and iteration of new technologies, Lamborghini will still design a suitable product life cycle according to the development plan of its own brand and the trend of the new era, and should be longer than other brand models. Stephan Winkelmann pointed out.

Under the transition to hybridization, Lamborghini has also set clear carbon reduction targets. According to reports, it is expected that by the beginning of 2025, the carbon dioxide emissions of Lamborghini products will be reduced by 50%. Stephan Winkelmann introduced that at present, Lamborghini has three important product lines and will launch a fourth product line from 2025 to 2030, that is, pure electric vehicles. The carbon reduction target will be progressively advanced in the transformation of Lamborghini's hybrid and electrified transformation.