In 2021, Automobili Lamborghini set a record global delivery of 8,405 units, making last year the best sales year in the company's history. In Lamborghini's global market performance, Chinese mainland, Hong Kong and Macau jumped to second place with 935 units delivered, an increase of 55% compared with 2020, a record high. Among them, the super SUV Urus and the V10 engine Huracán performed impressively, with 578 and 343 units delivered, respectively.
Mr. Francesco Scardaoni, Head of Asia Pacific at Automobili Lamborghini, said: "2021 is a significant year for Lamborghini in China: despite the challenges of the COVID-19 pandemic, we are once again the second largest single market in the world for Lamborghini. With the strong support of dealer partners, both the commercial launch of the Lamborghini Essenza SCV12 and Huracán STO models were a great success. Various online and offline brand activities centered on customer experience have also been further enriched and strengthened. In the future, we will continue to follow Lamborghini's global development plan and launch a series of exciting models to bring an unparalleled driving and lifestyle experience to Lamborghini customers and fans. ”
A rich product lineup is the cornerstone of business growth
Thanks to the strong drive of the Huracán STO, the Huracán model with the V10 engine has sold well. Derived from lamborghini's Huracán Super Trofeo EVO and GT3 EVO cars, huracán STO is a pure embodiment of lamborghini Squadra Corse's strong strength and heritage in sport. In April 2021, the new Huracán STO made its Chinese debut, and in November, the road-compliant supercar showcased its unique lightweight solution and excellent aerodynamic performance at the dynamic debut of the Zhuhai International Circuit.
The Lamborghini Super SUV Urus celebrated its fourth anniversary in 2021 and continues to be the brand's most successful model. By the end of 2021, Urus's cumulative deliveries in Chinese mainland, Hong Kong and Macau exceeded 1,800 units. Urus pioneered a new segment of luxury models, the Super SUV, combining the extraordinary performance of a supercar with the comfort of an SUV with everyday practicality.
At the 2021 Shanghai Auto Show, the Essenza SCV12, a top-of-the-line track-specific sports car limited to just 40 units, made its worldwide public debut. This one-of-a-kind top-of-the-line sports car features an innovative solution and a futuristic design that perfectly follows the brand's signature elements.
Set up a new event category to promote the culture of the event
In 2021, the GT Short Course Gentlemen's Cup (GTSSC) offers a new exclusive category for drivers driving the Huracán Super Trofeo EVO, with official support from Lamborghini's Squadra Corse Racing Department. In the finale of the Shanghai International Circuit in November, Climax Racing 777 driver Lu Wei won the first annual championship, and the Climax Racing Pole racing, supported by Lamborghini's Squadra Corse racing division, also won the team championship.
Experience pure driving passion with the customer at its core
As a supercar manufacturer, Lamborghini has always been committed to bringing customers an unparalleled driving experience and a full range of supporting services on the track and on the road. In June 2021, lamborghini Esperienza Circuit Experience Day was held at Zhuhai International Circuit. As one of the most exciting driving events on the market, esperienza Circuit Experience Days offer Lamborghini customers and enthusiasts a professional track driving experience with the Huracán EVO, Huracán EVO rear-drive and Urus models, as well as an exclusive opportunity to explore the world of Lamborghini. Another of the brand's signature driving events, Giro China, has been held for seven consecutive years since 2015, exploring China's splendid mountains and splendid civilizations while creating extraordinary driving and lifestyle experiences for its customers. In June last year, Lamborghini customized a magnificent and majestic journey to the northwest for car owners, traveling through more than 800 kilometers of vast land in Ningxia and Gansu, driving through vast mountains and deep into the vast desert, while feeling the new development of western China, enjoying Lamborghini's unique brand passion.
Expand your dealer network to maintain close communication with your customers
In 2021, two new showrooms in Xi'an and Qingdao opened in January and May respectively, and the new showroom in the relocated Shanghai Tower officially opened in May. At present, Lamborghini has a total of 20 authorized distributors in Chinese mainland, Hong Kong and Macau.
Through the joint efforts of the brand and dealers, Lamborghini launched nearly 300 dealer events in 2021, with a total of more than 8,000 customers participating. From golf tournaments to Lamborghini nights, from parent-child activities to women-themed events, Lamborghini continues to provide customers with a richer brand experience.
Social media record growth continues to create diverse interactive content
In 2021, Lamborghini strengthened its social media strategy for the Chinese market and achieved steady growth. In May, its official social media platform created the "Rambo Event" column and topics, which were read by more than 2 million people. In June, in order to cooperate with offline events, Lamborghini launched the "Lamborghini Extraordinary Team Gathering" online campaign on the official social media platform, which attracted a large number of sports and supercar culture enthusiasts to participate and discuss. In October, Lamborghini's official Weibo followers reached the milestone of 500,000, ranking first among all ultra-luxury car brands.
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