During Monterey Car Week last month, I visited the stylish Lamborghini Lounge in Pebble Beach, California to chat with Lamborghini Chief Marketing Officer Federico Foschini, get a preview of the all-new Lamborghini Temerario, find out more about how Sonus faber is turning up the dial on the cars’ premium sound system, and learn about the Roger Dubuis Excalibur Spider Flyback Chronograph timepiece (which was created in partnership with Lamborghini).

Over the past few years, I’ve become more acquainted with the brand and its executive team, interviewing Lamborghini Head Designer Mitja Borkert and speaking with CEO Stephan Winkelmann (pictured below) and Director of Communications Tim Bravo on multiple occasions.

Aside from its lineup of outstanding supercars (ranging from the popular Urus SUV to the renowned Huracán and Revuelto super sports cars), the company can’t simply contribute its stellar sales to just its cars.

While some other competitors in the luxury auto industry have been struggling with sales over the past year, Lamborghini is lapping them when it comes to gross sales and profitability.

As Federico Foschini shared in a LinkedIn post, “It was a great first half of 2024! The very positive financial results are underlying the great job of the Lamborghini team in headquarters and around the world. We have a very strong product line-up, a well-balanced sales distribution among the 3 regions (and the 54 markets), a strong order bank across all the models, and the highest personalization offer to satisfy our customers’ demand.”

He also shared a graphic stating that the company’s first half of 2024 results include €1.62B in sales (a record), €458M in operation profit (+0.5% vs 2023), 5.5k units delivered to customers (+4.1% compared to 2023), and a strong order bank (well into 2026 on some models). As evidenced by this impressive data, the company is proving that it’s on the fast track to achieving record performance in 2024.

Having observed the company’s rapidly accelerated growth (especially in recent years), I’ve noticed that they are exceptionally skilled at creating a sense of FOMO (fear of missing out) in supercar enthusiasts and collectors, by driving sales through a series of strategic plays including creating unparalleled social media content that incorporates exciting cinematic style videography (that entertains millions of followers while igniting a feeling of passion amongst its targeted consumers), via top-tier event and experiential marketing (which heightens the emotional impact on both potential customers as well as existing customers), and by also aligning with best-in-class brands on lifestyle partnerships and integral vendors.

Lamborghini Partners with Sonus faber for its Premium-Quality Sound System

Relative to the company’s supply chain, most recently they announced their new partnership with Sonus faber to provide a premium sound system for its models. During Car Week, Fiore Cappelleto (Vice President & GM at McIntosh Group, the producers of the Sonus faber audio system) explained to me the following:

“The collaboration between Sonus faber and Lamborghini signifies a powerful alliance of two iconic brands, each celebrated for their unwavering dedication to the rich traditions of Italian excellence, craftsmanship, innovation, performance, and luxury. For Sonus faber, this partnership is a pivotal milestone, marketing a significant expansion into the high-performance automotive sector and further bringing our signature natural sound to the world of supercars. For Lamborghini, integrating Sonus faber’s expertise elevates the driving experience, merging unparalleled auditory excellence with the thrill of their legendary engines.

The philosophy behind this collaboration is rooted in a shared commitment to pushing boundaries and creating an immersive sensory experience where sound and speed unite in perfect harmony. Through the remarkable synergy between our teams in Sant’Agata and Vicenza, we have crafted an audio experience that resonates with the passion and craftsmanship central to Sonus faber. We are proud to have engineered and tuned the systems for both the Revuelto and the Temerario, ensuring that every Lamborghini owner enjoys the world-renowned, natural Sonus faber sounds. We are deeply honored and grateful for the trust Lamborghini has placed in us and look forward to continuing this journey together.”

Roger Dubuis Debuts The New Excalibur Spider Flyback Chronograph at Lamborghini Lounge

To expand upon this sentiment, I also met with the team behind Roger Dubuis (a luxury watchmaker harnessing the power of advanced engineering combined with sleek, sophisticated designs), which has had a long-standing partnership with Lamborghini Squadra Corse. During this year’s Car Week, the brand showcased its new Excalibur Spider Flyback Chronograph (shown above at the Lamborghini Lounge), which is a limited-edition timepiece inspired by the Lamborghini SC63 racecar (pictured below).

The team explained that this particular timepiece encompasses the dynamic beauty of this high-performance sports car by capturing the aerodynamic and charismatic spirit of the car, while also infusing signature detailing and intelligent components that put it ahead of its time. For example, the iconic Verde Mantis color was used to honor the vibrant hue of the SC63.

In addition to which, highlights of the watch include a flyback function that “enables the instantaneous restarting of the timer function while the chronograph is running”, a “vertical clutch, which provides better accuracy and is shaped like the gear system of a supercar”, and 72-hours of power reserve.

These are just a couple of notable partnerships that Lamborghini has forged with other world-renowned brands.

Not only have these aligned partnerships resulted in superior performance vehicles, but they have also extended far beyond the cars themselves by incorporating other lifestyle-enhancing products into the mix of offerings to their loyal customer base.

To further discuss their supercharged secrets to success, here’s a glimpse of what Lamborghini CMO Federico Foschini and I spoke about.

Interview with Lamborghini CMO Federico Foschini

CLP: Congratulations on the sales for the first half of 2024. What are the key marketing strategies and sales tactics that have contributed to this impressive growth, especially given the state of the economy and the fact that even other supercar brands aren’t keeping up with that level?

FF: “To start, the base was the product lineup that we offer. The big game changer, starting in 2018, was the presentation of the Urus, which was a big driver in terms of volume growth and also adding new customers to the brand. Our main strategy is to have smooth, controlled growth. We are always balancing demand and offers. This is easy to understand knowing that we have an average of 1-2 years of waiting time, depending on the model and the launch of this model. So it’s an overall balance that is typical of the luxury automotive market because, at the end of the day, the secret is to create exclusivity and to keep the residual value of the used car, and that is one of the engines that are moving the world of the automotive luxury business.”

CLP: One of the things I want to talk about is the event marketing component. Cultivating a community of enthusiasts is vital for any luxury brand. Can you discuss the unique experiences Lamborghini offers, such as the Lamborghini Lounge at Monterey Car Week, and explain how these initiatives strengthen brand loyalty while exuding the essence of what the brand is all about?

FF: “I think that, especially in the automotive luxury business, the marketing tools are changing. We are no longer just doing traditional auto shows, we are now more focused on the media and digital communications. When it comes to customers, the physical experience and engagement of the customer are essential. For example, we are offering driving opportunities both on the track, on the road, and off-road, by doing lifestyle driving events around the USA and in other areas. Events that focus on lifestyle and socialization are important for us to get in touch with them, and to make them feel like they’re a part of our community and family.”

CLP: Last year I spoke with Head Designer Mitja Borkert. During our interview, he said “We now have brand extensions, such as collaborations with Ducati motorcycles, with watches, and even in Dubai (and elsewhere) we have launched villas too. Lamborghini, as a brand experience, starts with the first touch point – the car. But now it’s much more. It’s fashion, it’s furniture, it’s even the Tecnomar yacht.“

Lamborghini’s collaborations with luxury fashion and accessory brands, like Roger Dubuis (whose renowned timepieces are on display here today), have been noteworthy, as it bring together luxury enthusiasts while cross-marketing to each other’s customer base. How do these aligned partnerships enhance Lamborghini’s brand positioning, and what criteria do you use to select these strategic partners?

FF: “The selection of our partners is based on the affinity for and positioning of each brand. If we can increase the perimeter of opportunity that Lamborghini can offer, like for example, with yachts, houses, or watches, this is useful for both Lamborghini and the brand that is partnering with us. While our brand is incredibly strong, to have additional touch points like these is also helpful. The important aspect is consistency and to ensure we don’t dilute the Lamborghini brand. So, we need to protect the brand, which is the core.”.

CLP: How would you say that social media marketing has played a role in positioning the brand in such a strong way by captivating your audience, creating a sense of exclusivity, and inviting people into the world of Lamborghini?

FF: “Lamborghini is the dream of many, while very few people can buy the car. It’s aspirational. The fact that it’s one of the trendiest brands among the younger generations, gives us the responsibility to communicate in a way that is accessible for them. Social media is the best way to communicate, especially when it comes to the fan base. The videos are something that I’m really proud of because we are not launching cars with videos that are just the description of the car and its technical components, but rather, we want to have a story behind it. We want to create a visually stimulating video that heightens sensorial engagement, and I think the video is the way to communicate that.”

CLP: The all-new Lamborghini Temerario, which made its global debut this week at the Quail, showcases innovative design and cutting-edge technology. What aspects of the car, whether it’s the performance, technology, or design, are you personally most excited about and why?

FF: “Temerario is a step forward compared to the predecessor, the Huracán. While that car was really successful, I think the big highlight behind the design of the Temerario is the engine, which can rev up to 10,000 RPM. The other point is the combination of the engine with the three electric motors that create durability and incredible performance.”

CLP: The name Temerario, which translates to ‘reckless’ in English, suggests a daring and brave spirit, which also reflects the brand’s ethos. Could you elaborate on how this name serves as a metaphor for the car’s fast powerful nature and how it encapsulates the essence of Lamborghini’s approach to pushing the boundaries of automotive innovation?

FF: “I think that it fits perfectly with the brand. We have three values, which are: brave, unexpected, and authentic. The Temerario reflects that.” 

CLP: As the Chief Marketing and Sales Officer, what leadership principles do you prioritize to inspire your team and drive Lamborghini’s marketing and sales success?

FF: “I think that passion is what drives us every day. And the fact that we have to be in contact as much as possible with the customers to understand what they feel, what they want, and what they would like to have from us, is important. We are creating dreams, and if you are not passionate enough and brave, you will not succeed in this job.”

As evidenced by their continued sales growth and successful partnerships with aligned brands, Lamborghini continues to take the bull by the horns when it comes to their ability to race ahead of the competition by launching innovative new supercars and complementary lifestyle product offerings that shift them into higher gears.

If you enjoy discovering the tales of Monterey Car Week, follow along on MSN and Instagram, as I’ll be sharing more Car Week stories featuring in-depth interviews with industry leaders, C-level executives, and head designers from notable brands soon.

[Photography assistance by Brooke Damnavits]