Many new Lamborghini customers come from used market: APAC Head

With order books stretching into years, it’s easier to buy a car that’s readily available.

Published On Aug 16, 2024 07:00:00 AM

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Many new Lamborghini customers come from used market: APAC Head

The pre-owned market is where Lamborghini finds many of its future new-car customers, according to Francesco Scardaoni, APAC region director, Lamborghini. “We have several programmes to support the used car business within our network,” says Scardaoni. “And [a] lot of new customers actually start from a used car because it’s the first car available, so they don’t have to wait.”

Waiting period for new cars often extends into years
Lamborghini’s pre-owned cars are certified by the manufacturer

With the demand for supercars and even super SUVs far outstripping supply these days, waiting periods for the Italian carmaker’s models are not measured in months but in years. In fact, the order book for the Lamborghini Urus SE, which has only just officially gone on sale in India, is full until 2025, while for the flagship Revuelto supercar, it goes into 2026. The last of the Lamborghini Huracan orders are finally being delivered in India, as its replacement is due to make its global debut later this week.

The good news for the brand is that even in India, a network of loyalist customers is growing, who are happy enough with their Lamborghini to place an order for the next one, which, in turn, ultimately feeds the pre-owned inventory. “Our dealers are able to trade in the car that a customer currently owns for the new car that the customer ordered,” says Scardaoni. “And then our network is also able to certify the used car with the warranty extension, which basically brings new life into the car.” The turnover for these is typically pretty rapid, with cars accruing minimal mileage.

Scardaoni is also quick to reassure would-be buyers that Lamborghini’s Certified Pre-owned cars are certified by the manufacturer and not a third party, ensuring authenticity. “The car has to go through many checks in order to be certified, but this gives a guarantee to the customer buying a used Lamborghini that the car is like brand new.”

However, the next step is buyers of these pre-owned cars becoming loyalists themselves and ordering their next Lamborghini brand new. “This is an important pillar for Lamborghini to get new customers, starting with a car that’s already in the showroom,” says Scardaoni. “A lot of our new customers are coming from the used car business.”

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