The document describes the history and evolution of Lamborghini from its origins in tractor manufacturing to becoming a renowned luxury sports car brand, highlighting key models and technological advancements. It discusses Lamborghini's business model, market strategy, and significant sales growth driven by the introduction of SUVs. The document also details customer segments, marketing approaches, and exclusive events that enhance the brand's luxury appeal.

1. “You stick to tractors
And
let me build sports cars.”

2. Presented by, Suyash Rewale (s0565581)
Guided by, Prof. Gerhard Eisenacher

3. Tractor Manufacturing
1948
Agricultural Equipment
1963
Automobili Ferruccio Lamborghini S.p.A
350GT
Oil Heater Factory
Air Conditioning equipment's
Ferruccio Lamborghini
Founder
1973
Worldwide
financial
downturn
Oil Crisis1978
Bankrupt
Change
of ownership
Six times
Source: wikipedia.org

4. Since 1963, Lamborghini was noted
for their refinement, power and comfort in Luxury sport car manufacturing.
350 GT (1963)
Miura (1965)
400 GT (1965)
ISLERO (1967)
ESPADA (1967)
COUNTACH (1969)
URRACO (1972)
SILHOUETTE (1974)
JALPA (1981)
LM002 (1984)
DIABLO (1992)
MURCIÉLAGO ROADSTER (2004)
GALLARDO (2008)
SESTO (2008)
Source: lamborghini.com

5. Luxury Sports Cars and SUV
Source: lamborghini.com

6. Competitors
Source: mbaskool.com

7. Differentiation
Performance
4 wheel drive - 4 wheel staring
4 wheel active suspension - 4 driving modes
Carbon fiber cabin body
alloy for weight reduction
Technology sharing
Audi & Volkswagen
Small workforce
1600 employees - best in class products
1800 vehicles a year
Mid-rear engine layout & Rear wheel drive
sports cars & super sports cars
Stylish looks
Brand, looks and power performance
Source: mbaskool.com

8. Portfolio
Source: autotrader

9. Portfolio
Sports Utility vehicle
Urus
4.0-litre V8 twin-turbo engine
650bhp
850Nm of torque
0-62mph in 3.6 sec
Top speed : 189 mph.
Automatic eight-speed gearbox
Source: express.co.uk

10. Market regions and Sales channels
online customization http://configurator.lamborghini.com/configurator
Dealers and Services
135 dealers across 50 countries
Recognized by the company Sold and repurchased
Source: lamborghini.com
USA
largest market
1000 units
Japan, UK, Germany,
Canada, the Middle East
and China

11. Pricing Model
Feels Italian wherever you are; I’m two German sports cars. Source: mbaskool.com
• Marketing mix is extremely premium
• For the upper class of the society
‘We are not supercars. We are Lamborghini.’
Creative, freedom living style
Desired life style
• Premium Sports Car segment
• Desirable to the exotic-car lover
• Waiting time is 6 months
• Price between 300,000 to 4500,000 dollars
• Who do not hesitate to make a purchase
• Who want superior performance
• Sales services and individual sub-parts are extremely expensive

12. Revenue
2017, Lamborghini delivered 3,815 vehicles
Company sold 12 percent more
Huracans
6 percent more Aventadors
Company says introducing SUV in
market has certainly played a big part in
the growth
2016, sold 1,095 vehicles in the US,
well ahead of Japan (411),
the UK (353),
Germany (303),
Greater China (265)
Canada (211).
Use 4 P's of marketing.
1.117 billion Dollars (2017)
Source: carscoops.com

13. Lamborghini insist that the best marketing for them is no advertising.
Promotions
Merchandising Social Media
Instagram – 12.9 m
Facebook – 12.5 m
YouTube – 630k
Launch events Racing
Source: squadracorse

14. Business Model
Value proposition
Most desirable car in the world
Exclusive club
World class brand
Key Partners
Volkswagen group
Investor and shareholders
Distribution partners
Financial organizations
Customer Segments
Rich people
People addicted to
speed and strong
experiences
Cost structure
Manufacturing cost
Auto parts cost
Distribution cost
Fabrics
Employees pay
Taxes
Compensations
Economies of scale
R&D
Customer relationship
Exclusive club
Glamorous events
Luxury
Support and Service
Key activities
Design
Development
Production
Distribution
Manufacturing
Sales
R&D
Innovation
Key Resources
1600 employees
One production plant
R&D
Technology
Intellectual property
Channels
Website
Sales team
Auto shows
Dealers
Revenue Streams
Brand new cars
Spare parts
After sale Service
Source: www.vizologi.com

15. Rating
As employee
• Excellent workplace & advanced policies
• Lifestyle status
• Volkswagen Group
As Investor
• 7 year improvement in sale
• Volkswagen strategies
• Risk

16. Thank you

17. References
1. From Wikipedia, the free encyclopedia. 2018. Ferruccio Lamborghini. [ONLINE] Available
at: https://en.wikipedia.org/wiki/Ferruccio_Lamborghini. [Accessed 2 June 2018].
2. Lamborghini Company. 2018. Models. [ONLINE] Available at: https://www.lamborghini.com/en-en.
[Accessed 2 June 2018].
3. mbaskool. 2018. Lamborghini SWOT Analysis, USP & Competitors. [ONLINE] Available
at: https://www.mbaskool.com/brandguide/automobiles/4479-lamborghini.html. [Accessed 2 June 2018].
4. autotrader. 2018. 2018 Lamborghini Cars. [ONLINE] Available
at: https://www.autotrader.com/Lamborghini/2018. [Accessed 2 June 2018].
5. squadracorse.lamborghini.com/. 2018. super-trofeo. [ONLINE] Available
at: https://squadracorse.lamborghini.com/super-trofeo. [Accessed 2 June 2018].
6. MARKETING STRATEGY. 2018. BRAND ELEMENTS – LAMBORGHINI. [ONLINE] Available
at: https://4creativehds.wordpress.com/brand-elements-lamborghini/. [Accessed 2 June 2018].
7. mbaskool.com. 2017. Lamborghini Marketing Mix. [ONLINE] Available
at: https://www.mbaskool.com/marketing-mix/products/17400-lamborghini.html. [Accessed 2 June 2018].
8. The Drive. 2018. Lamborghini Achieves Record Sales for Seventh Consecutive Year. [ONLINE] Available
at: http://www.thedrive.com/sheetmetal/17691/lamborghini-achieves-record-sales-for-seventh-
consecutive-year. [Accessed 2 June 2018].
9. carscoops.com. 2018. Lamborghini’s 2017 Revenue Passes The Billion-Euro Mark, U.S. Still Its Largest
Market. [ONLINE] Available at: https://www.carscoops.com/2018/03/lamborghini-posts-billion-euro-
revenues-first-time/. [Accessed 2 June 2018].
10. Express.co.uk. 2018. New Lamborghini Urus 2018 price, specs and pictures REVEALED. [ONLINE] Available
at: https://www.express.co.uk/life-style/cars/887990/Lamborghini-Urus-SUV-2018-price-specs. [Accessed
2 June 2018].