Automobili Lamborghini closes 2020 with 7,430 cars delivered and six new product launches
Sant’Agata Bolognese, 12 January 2021 – Automobili Lamborghini responded to a year marked by the great challenges of the global pandemic, with enormous energy and determination. The company delivered 7,430 cars worldwide in 2020, a decrease of only 9% compared to the previous year. The slight drop is clearly attributable to the 70-day production shutdown in the spring, in compliance with Italian government directives and to protect the health of workers during the first emergency phase. In contrast, the second six months saw record sales figures, resulting in the best second half-year for deliveries-to-customers in the company’s history.
The United States was confirmed as the top market with 2,224 cars, followed by Germany (607), mainland China, Hong Kong and Macau (604), Japan (600), the United Kingdom (517) and Italy (347). The Urus SUV, which just last year set a production record of 10,000 units, was the most successful model with 4,391 cars delivered. Both the super sports car lines made a significant contribution to global volumes: the V10 Huracán recorded growing numbers with 2,193 cars sold (+3%), alongside 846 V12 Aventador units delivered worldwide.
2020 in brief: from the launch of six new products to a leadership change
In May, Lamborghini was the first automotive brand to make use of augmented reality for the debut of the Huracán EVO RWD Spyder, the open-air version of its rear-wheel-drive V10 model. Next came the Essenza SCV12, a track-only hypercar in a limited edition of 40, engineered by Lamborghini Squadra Corse and designed by Lamborghini Centro Stile; and the Huracán STO - Super Trofeo Omologata - inspired by the Huracán Super Trofeo EVO and GT3 EVO racing cars and homologated for road use. Finally, at the end of the year, the SC20 was unveiled: a unique specimen of open-top track car type-approved for road use, the first open-top one-off developed by Lamborghini’s motorsport department and designed by the Centro Stile following the wishes of the customer, who was involved in the project right from the first drawings by the Lamborghini designers. Lamborghini Squadra Corse
A year of Social Responsibility initiatives
Lamborghini reacted promptly to the first phase of the pandemic and carried out important social responsibility initiatives throughout 2020. In September, Lamborghini launched an important cultural and artistic project named “With Italy, for Italy”, conceived as an act of love by a company for its country, to support it in a time of great challenges. Initially launched with a social media campaign, the project was then translated into a photographic book published by Skira.
Record growth on social media
Instagram is the company’s most successful social network: in just one year, the number of followers has grown from 23 to 29 million, a figure that places it at the top of the most popular super sports car brands’ ranking on Instagram. On Facebook Lamborghini has 12.9 million fans, and on YouTube the numbers have grown from 1.1 million to the current 1.6 million subscribers. In addition, in November Lamborghini was the first company in the luxury super sports car sector to establish its own official profile, @lamborghiniofficial, on TikTok, the platform for creating and sharing short videos from mobile devices, a favorite of Generation Z and Millennials.
Lamborghini brand extension
2020 was also a year of major partnerships for Lamborghini, forming bonds with leading partners offering access to superior quality products in new fields, and as a result creating extremely exclusive and unique co-branded products.
In the field of fashion, Lamborghini has partnered with the world-renowned fashion designer Yohji Yamamoto and with Supreme, the iconic street wear brand from New York, leading to the launch of a capsule collection that sold out in just 48 hours. The year closed with the collaboration between Lamborghini and Ducati and the launch of the Ducati Diavel 1260 Lamborghini, a limited-edition motorcycle inspired by the Lamborghini Sián with just 630 models available for sale, to the joy of motorcycling enthusiasts and collectors all around the world.
2020: a year of three historic anniversaries
Two celebrated their 50th anniversary: Urraco, a model that stands out for having introduced technical solutions that were very innovative for the time, and the Jarama GT, the latest evolution of the company’s 2+2 grand touring sedan concept. The Diablo, one of the most iconic cars in Lamborghini’s super sports history and launched in January 1990, celebrated its 30th anniversary.
Excellent results were also achieved by Squadra Corse, Automobili Lamborghini’s motorsport department. In 2020, Squadra Corse marked 490 race cars produced since 2009 . In addition, it unveiled the Essenza SCV12, a limited-edition track-only supercar, and the SC20, the second one-off signed by Squadra Corse, both equipped with the naturally-aspirated V12 engine.
Jan 12, 2021 at 13:52