In a recent conversation with Outlook Business, Francesco Scardaoni, Regional Director of Automobili Lamborghini, shed light on Lamborghini’s unique approach to customer engagement and brand loyalty in the luxury car market. Emphasizing that every Lamborghini owner is viewed as a brand ambassador, Scardaoni highlighted how the iconic brand fosters a community beyond traditional sales, creating a sense of connection and pride among its customers.
Lamborghini tailors its offerings to meet customers’ needs worldwide, and India is no exception. Through Lamborghini’s Ad Personam customisation program, Indian clients can access an extensive range of customisation options, from bespoke colors to personalized logos, stitching, and even signature engravings on their cars. “Many of our customers consider the car configuration process one of the most emotional aspects of their experience,” said Scardaoni. To enhance this personalized journey, some customers even visit Lamborghini’s flagship Ad Personam studio in Italy, exploring customisation options with in-house experts.
Lamborghini’s strategy to maintain its position at the top of India’s growing luxury supercar market is built on three pillars: exceptional products, immersive events, and lifestyle integration. Lamborghini is the only manufacturer offering a full hybrid lineup, featuring models like the Revuelto, Temerario, and Urus SE. “Each of these models encapsulates our core values of emotion, performance, and sustainability,” Scardaoni noted.
Lamborghini also brings customers together through events like the Lamborghini Giro India, where owners tour picturesque landscapes, blending automotive elegance with local culture. These experiences and localized events like the Bull Run allow Lamborghini enthusiasts to connect, fostering a close-knit community. Beyond driving, cross-brand collaborations, such as those with luxury watchmaker Roger Dubuis, allow customers to experience Lamborghini as part of a lifestyle.
Lamborghini has proactively integrated sustainability into its vehicles as the automotive industry shifts towards eco-friendly technologies. This commitment is embodied in the company’s Direzione Cor Tauri’ plan, which focuses on the electrification of its lineup. Launched with the introduction of the Revuelto hybrid model last year, Lamborghini followed up with the Urus SE in April 2024 and the Temerario in August 2024. By the end of the decade, the automaker plans to introduce a fully electric model, a significant step for a brand known for high-performance combustion engines.
With a legacy rooted in innovative design and performance, Lamborghini has played a transformative role in shaping the high-end automotive culture in India. “From the Miura, the first super sports car, to the Countach, which redefined automotive design, Lamborghini has consistently set new standards,” explained Scardaoni. This influence extends beyond India, as Lamborghini’s design and technology are benchmarks across global markets.
Balancing Exclusivity with Growing Demand
One of Lamborghini’s core principles is to maintain exclusivity while catering to a growing market. By carefully managing the number of cars allocated to each country, Lamborghini keeps demand high, which helps maintain the brand’s exclusivity. Scardaoni mentioned that as interest in India grows, the brand is able to fulfill more orders while still preserving this sense of rarity.
Building an Engaging Clientele Community
Lamborghini’s success lies in cultivating a client relationship that extends beyond sales. Events like the Bull Run and Giro enable Lamborghini owners to bond over shared experiences, creating a close-knit community of enthusiasts. Scardaoni also emphasized that each Lamborghini owner embodies the spirit of the brand, eliminating the need for a celebrity ambassador in India. “In India, we see each of our customers as a brand ambassador. Their connection with Lamborghini represents the brand as organically as possible,” he said.
Through personalized services, exclusive experiences, and a strong commitment to sustainability, Lamborghini has successfully carved a unique space in India’s luxury car market. The brand’s approach underscores its dedication to quality and performance and reinforces its position as a symbol of luxury and innovation.