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Australians can’t get enough of Lamborghini

Standing tall: Local demand for the all-new Urus SUV is certain to outstrip supply as Lamborghini predicts that “with the price and performance that we will offer, the car will clearly stand alone”.

Aussie demand for Lamborghini outstrips every other market in the world

27 Mar 2017

AUTOMOBILI Lamborghini head of Asia-Pacific Andrea Baldi has revealed that Australia has a higher order bank than any other market in which the Italian supercar marque operates.

While the forthcoming all-new 2018 Urus SUV will fuel further demand from Australian customers, total sales will only grow in accordance with strictly limited global supply – to be capped at 7000 units per annum across the entire range once the Urus comes on line at Lamborghini’s Sant’Agata Bolognese factory.

“Australia is the market with the highest order bank of any country,” Mr Baldi told GoAuto at the launch of the Aventador S in Victoria this week.

“It’s not a territory where we are pushing to make deliveries – it’s the opposite, we don’t have enough cars to satisfy the demand.

“The real job here is to keep telling people the story of Lamborghini and why it is so different from our competitors.

“For Australia, we haven’t really yet seen the potential of the market.”

As GoAuto has reported, Lamborghini achieved a new record of 127 sales in Australia last year – made up of its V10 Huracan and V12 Aventador – which marked a 51 per cent increase over 2015.

Globally, the House of the Raging Bull delivered 3457 vehicles last year, up 7.0 per cent for its sixth consecutive year of growth.

Mr Baldi described automotive retailing in Australia as “extremely mature” and said there was no pressure to maintain the current level of sales growth.

However, more sales records are anticipated as Lamborghini’s third model comes on stream.

“We want to build the right ground for the Urus launch, because it is coming, by the end of this year we will present the car in static form,” he said.

“We haven’t really seen yet what the potential of the market is with this model with its higher ground clearance, and the different usage (opportunities) you have here is fantastic.”

The Urus is not expected to be a volume player for Lamborghini. Rather, it will likely sit between the rear-wheel-drive and all-wheel-drive Huracan models in price, putting it in the same bracket as Bentley’s more luxurious Bentayga SUV.

Mr Baldi believes that the model – dubbed an SSUV, or super sports utility vehicle – will have no rivals when it launches early next year.

“This SSUV segment really didn’t exist when we brought the concept to Beijing in 2012, and there is really no competitor for the Urus in the market,” he said.

“We have done all the clinics as you can imagine, and we came to the conclusion that there is a potential. With the price and performance that we will offer, the car will clearly stand alone.”

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