Lamborghini Sales Data & Trends for the European Automotive Market
Lamborghini used to build only two models, which means its sales fluctuated depending on the freshness of these models. The introduction of the Aventador in late 2011, replacing the Murcielago which had been around since 2001, boosted the brand in 2012. Sales of the flagship model more than tripled that year and the Aventador was the best selling Lambo in 2013 and 2014, when the smaller and more affordable Gallardo was replaced by the Huracan in 2014 after a ten year tenure as the smallest and cheapest Lamborghini, and its most successful model in history.
The Huracan helped increase total brand sales in 2014 and continued to do so with the Spider version in 2015, becoming the brand’s best selling model, until the launch of the brand’s first SUV, the Urus in 2018.
The Audi-owned Italian supercar brand has a product cadence of around 10 years, but keeps its products fresh and into potential buyers’ picture by launching a roadster version a few years after the coupe and introducing special editions with ever increasing horsepower and lower body weight. Examples of these are the Reventon, which was derived from the Murcielago with a special design that in retrospect was a preview of the Aventador, the Gallardo Valentino Balboni edition and Superleggera (superlight) versions of both models. Besides the two-car line-up, Lamborghini is also well-known for its extravagant concept cars and limited production supercars like the Sesto Elemento, Veneno and Centenario.
Lamborghini sales in Europe have increased in the new millennium thanks to the addition of a second, entry-level model. Sales peaked at just over 1.000 units in 2017 and have been below 400 annual units only once in the last 10 years. The addition of the Urus SUV should easily more than double the brand’s volume.
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