Lamborghini boss Stefano Domenicali has revealed that Lamborghini will cap sales at 8,000 in 2020 to retain exclusivity despite Urus sales.
It’s only a couple of weeks since we reported that Lamborghini had record sales in 2018 as the Urus started to move out of showrooms, and it seems clear that, as more Urus are delivered, sales will continue to rise in 2019 – probably to over 7,000.
Beyond 2019 it seemed likely Lamborghini sales will continue to rise, but if they rise too much then Lamborghini plan to restrict production to maintain exclusivity of the brand.
Speaking to CarAdvice, Lamborghini boss Stefano Domenicali made it clear that Lamborghini won’t be pursuing sales regardless, but will restrict volumes to a maximum of 8,000 in 2020 to not only retain that exclusivity, but to maintain residual values too.
Clearly it’s going to be the Urus which takes the lion’s share of sales for Lamborghini, and it seems Lamborghini’s ball-park figure for the sales cap will see the Urus limited to 4,000 sales, the Huracan to around 2,666 and the Aventador around 1,333.
Figures at that level would see Urus sales growing to more than twice the level of 2018, but Aventador and Huracan sales not growing too much from their 2018 levels.
The message is that if you want a Lamborghini you’re going to have to be prepared to wait (Domenicali considers waiting for your new Lamborghini should be part of the experience), but will Lamborghini be able to stick to their plans if orders for the Urus get properly big? We’ll see.