Lamborghini is driving full speed ahead in Canada. The exotic Italian automaker is on track to set another sales record in Canada in 2017 to become the brand’s fifth largest market in the world.
But the key to Lamborghini’s success and growth isn’t only in dealerships and new products. Nowadays, the focus is on customers to keep the sales momentum growing.
“We believe we will be able to double the volume of sales here in less than two years — that’s incredible if you think of where we were a couple of years ago,” said Stefano Domenicali, CEO of Automobili Lamborghini, during a roundtable discussion at the grand opening of Lamborghini Uptown Toronto, the first Canadian store to don Lamborghini’s new corporate design and brand identity.
Lamborghini is banking on significant sales growth from its all-new 2018 Urus SUV, expected to hit Canadian dealerships in the third quarter of 2018. The SUV should be a game changer, attracting more customers, especially women, to the brand.
“We think more women will come to the brand because it’s an extension of the Lamborghini feelings and the Lamborghini world in a dimension that is more natural for women. It will be an exclusive SUV that is comfortable, dynamic, and in terms of position, you can use in a different way. Therefore, we are expecting more and more females,” said Domenicali.
Connecting with customers is key to success. “It’s vital to have a one-to-one relationship with the customer. Our dealerships should call all customers every day to say how are you? Just as a matter of respect. We are so small we need to create a unique link that will make a difference in the journey of being part of Lamborghini.”
He said that close relationship is vital because dealers need to stay aligned with the emerging and changing needs of customers. Facing such strong competition, the brand needs incredible products, technology and design, but success comes from putting their customers at the centre of their business.
It’s vital to have a one-to-one relationship with the customer. Our dealerships should call all customers every day to say how are you? Just as a matter of respect
“It’s our job to reach out to the customer not force them to come to us,” said Paul Cummings, Dealer Principal and CEO, Grand Touring Automobiles. “We have to take our efforts outside of the dealership to create that experience for the customer. These are wonderful works of art and beautiful machines, but you have to learn to enjoy them.”
With the capabilities of the vehicles, they are invested more in experiential marketing, whether it’s test tracks or winter driving programs. They teach the customers the capabilities of vehicles, but also teach them to enjoy it.
“Motorsports is a wonderful opportunity to enjoy that vehicle. We have to create that environment so the customer does enjoy the car and make it part of their life. A lot of people don’t have the luxury to enjoy it, it’s our job to help them get there,” said Cummings.
The redesigned showroom at Lamborghini Uptown Toronto is bright, clean and airy and includes an upscale client lounge, an area with samples of exterior and interior customization finishes, vibrant video walls, a digital experience with headphones, and a space to sell Lamborghini clothing and accessories.
Lamborghini’s sixth dealership will open in downtown Toronto next summer.
