By Alex Lauer / July 9, 2019

Lamborghini Considers Limiting Production to Preserve Exclusivity

Thanks to the Urus SUV, they’ve already sold more vehicles this year than all of 2017

Lamborghini Considers Limiting Car and SUV Production
Lamborghini's Urus SUV is selling so well, the Italian marque is wondering: should they limit production?
Automobili Lamborghini S.p.A.

If the first six months are any indication, 2019 is going to be a bad year for car sales. Bloomberg’s look at the numbers shows automakers just experienced the worst retail sales for new vehicles in the first half of the year since 2013. 

There are some outliers. Lamborghini not only set a half-year sales record — with 4,553 cars delivered from January to June — they’ve already sold more cars in 2019 than they did in all of 2017 (when they delivered 3,815 vehicles).

You’d think executives at the Italian marque would be thrilled. But as it turns out, they had the opposite reaction: they want to put a cap on production. 

“We must not go on growing forever. We now have to consolidate these results and preserve exclusivity,” said Lamborghini CEO Stefano Domenicali, according to Automotive News Europe. In other words? He’s worried about the luxury brand being diluted if too many of their cars hit the market.

The marque is on track to sell over 8,000 vehicles this year, but Domenicali said any increase over that — to a potential 10,000 units — would require a fourth production model beyond the Huracán and Aventador sports cars and the new Urus SUV.

That said, Lamborghini could potentially reach that 10K line if the growth continues for the Urus. It seems the SUV boom has reached as far as Sant’Agata Bolognese, with the Urus making up almost 60% of the brand’s sales in 2019, despite only being in its first full year of production. 

In fact, Domenicali’s worries were voiced at the opening event for a new Urus paint shop at the brand’s headquarters. Now that the SUV’s investment phase is complete, and all production lines are a go, the marque has a hard decision ahead: more growth and money, or stay exclusive?

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