Lambo to Limit Annual Volume at 8,000 Cars

January 25, 2019 at 11:05 AM

Volkswagen AG’s Lamborghini unit expects its recent sales spike will continue, but the company will cap production at 8,000 units in 2020 to help maintain the ultra-luxury brand’s exclusivity.

Lamborghini sold a record 5,750 vehicles last year. This compares with about 3,800 cars in 2017 and just 1,300 in 2010.

Half of the 2020 volume will go toward Lamborghini’s new Urus SUV/crossover, CEO Stefano Domenicali tells Australia’s CarAdvice. The other 4,000 units in 2020 will be split between the Huracan (two-thirds) and top-end Aventador.

The Urus has netted nearly 1,800 sales since it was launched last summer. Domenicali notes the model is attracting younger buyers to the brand, 70% of whom previously hadn’t owned a Lamborghini.

As a result, he says, the carmaker is developing marketing strategies that target impulsive buying. One example: a new app-based tool that allows customers to track the production process after a vehicle has been ordered.