Regional director of Automobili Lamborghini, Francesco Scardaoni, talks to Outlook Business about the brand’s approach to fostering a sense of community among its vehicle owners. Edited excerpts
How does Lamborghini tailor its products to cater to the Indian market?
Our products are designed for a global market and we focus on catering to the specific needs of our customers. For instance, each Indian customer can create a personalised vehicle through our Ad Personam customisation programme.
This programme offers extensive customisation options, from body colours that reflect personal preferences to interior details such as stitching and logos. Customers can even add their signatures to their cars.
This level of personalisation is crucial, as it enhances the journey into the Lamborghini world. Many customers find the car configuration process to be one of the most emotional aspects of their experience.
Some even travel to Italy to visit our largest Ad Personam studio, where they can explore countless customisation options alongside our experts. The variety often leaves customers in awe, making the experience truly unique.
With India's luxury car market growing rapidly, how does Lamborghini plan to maintain its leadership?
To retain our leadership in the luxury supercar market, we base our strategy on three pillars. Firstly, we offer our customers the finest products—our supercars. Lamborghini is currently the only manufacturer providing a full hybrid lineup, which includes the Revuelto, the Temerario and the Urus SE. Each of these models upholds our core values of emotion, performance and sustainability.
Secondly, we create exceptional luxury events that enrich our customers' experiences with Lamborghini. For example, the Lamborghini Giro India brings together customers from across the country to tour India's beautiful landscapes while celebrating local culture.
We also encourage our dealers to host regular local events, such as the Bull Run, fostering a sense of community among Lamborghini enthusiasts.
Lastly, we strive to integrate our brand's lifestyle into our customers' everyday lives through cross-brand collaborations, such as with our partner Roger Dubuis, which allows customers to engage with the Lamborghini brand beyond just driving.
We create exceptional luxury events that enrich our customers' experiences with Lamborghini. We also encourage our dealers to host regular local events
With the increasing focus on sustainability, how is Lamborghini integrating eco-friendly technologies into its vehicles?
Sustainability and emission reduction have become integral to our strategy, known as ‘Direzione Cor Tauri’ [electrification of the model range]. This electrification plan commenced last year with the launch of our first hybrid model, the Revuelto, followed by the Urus SE in April 2024 and the Temerario in August 2024.
This plan focuses on hybridising our product line, making Lamborghini the first super sports car manufacturer to offer a complete hybrid lineup. By the end of this decade, we will introduce a fully electric model for the first time, reaffirming our commitment to creating eco-friendly products.
What role does Lamborghini play in the high-end automotive culture in India?
Lamborghini holds significant responsibility in shaping the automotive landscape. Our brand has consistently redefined the industry by creating iconic vehicles that set new standards. From the Miura, the first super sports car, to the Countach, which revolutionised design, Lamborghini has been at the forefront of innovation. Our responsibility is substantial, as each new model we introduce must remain true to our DNA while pushing boundaries. This influence extends beyond India, setting benchmarks for markets worldwide.
Luxury sports cars often come with a high price tag. How does Lamborghini maintain exclusivity while expanding its market presence in India?
Exclusivity is closely linked to the number of orders we receive from a country. We ensure that the volume of vehicles allocated to any market remains below demand, creating a sense of exclusivity. As India continues to grow, our order portfolio expands, allowing us to supply more cars while still maintaining this exclusivity.
How does Lamborghini engage with its Indian clientele beyond sales?
Our success is largely attributed to how we engage with customers, particularly through driving experiences. Events like the Bull Run and Giro foster a sense of belonging among Lamborghini owners, creating a special community. Additionally, we organise lifestyle-oriented events in collaboration with various partners, allowing customers to engage with the Lamborghini dream even when they are not behind the wheel.
Do you plan to appoint a brand ambassador for Lamborghini India?
In India, we view each of our customers as a brand ambassador. Our goal is to cultivate a close relationship with them through exclusive events that encourage their representation of the brand. We prefer this organic connection over linking Lamborghini to a specific celebrity ambassador. Our customers embody the essence of our brand.