CEO Stephen Vinkelman told CNBC that uncertainty around the tariff has stopped the most rich buyers of Lamborghini Supercar on their shopping.
While the White House recently announced Agreement with Europe at 15% tariff rate, This rate has not yet become effective for cars. Vinkalman said that Lamborghini and other European vehicle manufacturers are still paying a tariff rate of 27.5% on exports to the US, starting the price of Lamborghini at $ 400,000, many are choosing to wait for more stable tariff rates before purchasing.
“Some are waiting because they want to make sure that this is the last number that is going to be in place,” said Vinkelmann. “Other people are fine with it, or we will have a conversation.”
Wherever the final tariff rates reside, however, Vinkelmann said the levies will have some impact on the company’s business. He said that Lamborghin cannot be produced in the US, as the promise of “Made in Italy” is the core for the brand. And he said that rich are also sensitive to the price increase.
“They are millionaires or billionaires for a reason, so they know what they are doing and why they are doing,” they said. “For us, free trade is the right approach. We all know what we want. Then there is reality, and we have to deal with complexity, because we are in business. … We are ready to face what we come.”
For now, the company is quite untouched by any immediate drop-off in demand, as it has a large back order. The cars being given today were ordered one or two years ago. Lamborghini announced dealers in this summer that prices would increase by 7% for Temero and Uras models and 10% for Revulto.
Company, owned VoxwagenThe Audi group is also riding a high ride than a wave of new models. It reported record revenue and 10,867 cars delivered in more than 3 billion euros ($ 3.5 billion). It has been launched three new models since 2023, all plug-in hybrids: 8-cylinder Tamerio, which replaces Hurakan; 12-cylinder Revuelto, which replaces Entador; And Uras SE, a hybrid SUV.
For the upcoming fourth model, Lamborghini announced an all-electric grand touring car in 2028 for some time. But Vinkelmann said at a slow pace of EV demand, the company is considering releasing it as a hybrid instead and will decide by the end of the year.
He said, “There is a flat in the acceptance of electric cars, not only the high end and exclusive supercar, but also in the general market,” he said. “So the trend is going to be normally delayed, and we have to decide. For a car like Lamborghini, it is not important to have a new technique to show a new technique, but when it is accepted and is the best technique at that time.”
Last week, at the Montere Car Week, Lamborghini unveiled a new limited-production supercar called Fenomano. It is the fastest and most powerful Lambo ever claimed 1,080 horsepower and 0 to 60 in 2.4 seconds.
Lamborghini will make only 29 phenomeno, which is part of the “some-off-off” strategy of the super-durious, hyper-demonstration versions of its current lineup for top customers.
Also helping the company: Increase in wealth around the world which is becoming more diverse. Lamborghini owners have an average of five cars in their garages, and average 10 cars of high -priced Lambos owners. He said that the average age of Lamborghini buyer is now less than 45, and in Asia it is less than 30.
“There are many countries where we have many young customers,” he said. “We have the second generation of money. But we also have a very young customer base of entrepreneurs who have made their own money.”
Relative to the increase in global wealth, however, the production of Lamborghini has been small. When America is still its largest market, Lamborghini carefully manages supply to every country to ensure that the brand remains exclusive and special.
“We will always see to make sure that we do not crowd in a market, and always have a global approach where we are selling cars,” he said.
He said that women will also be a prominent driver. URUS has welcomed more female buyers for the brand, and Lamborghini has organized more female-centric events, such as “she drives a Lambo” driving ceremonies.
“We have always been a very male-powered brand, which is very attractive to men with design and performance,” said Vinkelmann. “But on the other hand, we are seeing that with Uras, we have a lot of women who step into the brand and are confident with the brand.”
