2021 our best year yet, but the Indian market is nowhere near its potential: Lamborghini India

2021 our best year yet, but the Indian market is nowhere near its potential: Lamborghini India
The Lamborghini Urus made its global debut in December 2017, followed by its Indian debut the following year. The Urus proved to be the game changer for Lamborghini, becoming the best-selling model not only in India, but worldwide.
Lamborghini has now revealed that it has delivered 200 units of the Urus SUV to the Indian market, with 2021 being the car’s best year to date. In fact, the Urus now accounts for nearly half of total sales by Lamborghini India until date. The Italian sports car maker aims to continue this momentum into 2022, driving consistent growth and surpassing its 2021 numbers.
On the occasion of the Italian brand that delivered 200 units of the Urus to India, we have caught up with Sharad Agarwalhead, Lamborghinic India. He gave us insight into the brand’s vision in India, new products for the country and its focus on bringing new experiences to customers. Here are the excerpts from the interview:
In 2018, when we launched Urus, we said it would be a game changer for us because we knew we had tackled some of the challenges we were facing in terms of urban congestion, the infrastructure to go, and it’s a concept where you can drive and enjoy your Lamborghini with more than one person in the car. You ride with your family and friends. It was a unique concept because it offered the versatility of an SUV, but the driving dynamics and movements of a super sports car. 80% of buyers who have bought Urus are also first-time Lamborghini owners. Urus has expanded our reach to a new group of people in the country. ‘ says Agarwal.

Sharad Agarwal, Head, Lamborghini India

TOI Auto: What is the total time it took you to achieve 200 Urus sales in India?


: We launched the Lamborghini Urus in 2018 and delivered the first Urus in September 2018. What is exciting is that we have reached this milestone in the country in less than 4 years. This means we deliver at least 1 Urus every week which makes it very important and we all know that in these 4 years we also had the pandemic so that also disrupted the market for some time but despite those challenges I think it a huge achievement for us.
The Urus is different from other Lamborghinis in that where others are completely handmade, this one is made in the product line and has a shared platform. So do you see a big difference in the kind of customers you see for maybe the Huracan or the? aventador compared to this Urus?
There is still a lot of handiwork in Urus as we have the ‘Ad Personam’ personalization program which allows customers to personalize the Urus in terms of interior and exterior and various other accessories. As far as the customer profile is concerned, we have seen that with Urus we can bring in people in a higher age category. For example, for a typical sports car, the age range was between 25-45, but with Urus we have people up to 55 buying Lamborghini. Yes, the Urus is more of an everyday Lamborghini, so you can drive it with your family. Many people want to buy Urus as their everyday car and have a sports car for weekend rides.
Can you tell us what percentage of your buyers now in India are women?
Currently this is still a small segment for us, but over the years we have taken many initiatives to reach female buyers in the country. For example, in 2016 we did the women’s drive for the first time and in the same year we also sold the first Lamborghini to a female buyer in the country. Later on we did two more chapters of the women’s campaign in the country and we reach these buyers in different ways and we see a gradual increase of female buyers in our models but the percentage remains single digit and is a small part of our business in the country .
What is the total number of cars you have delivered in India so far?
At the beginning of the year we celebrated 400 Lamborghinis in the country. Obviously we have added more cars to the Indian roads in the last 6 months. So we’ve certainly delivered 400 plus cars at this stage.
Now if you’re talking about this year, I think this year has been a little better than 2020 and 2021, because luckily we haven’t had a hard lockdown from the authorities. So how has this year been for Lamborghini so far?
We all know that the super luxury segment in India has not grown to its potential. But if you look at the super luxury segment, in 2018 we saw that the segment included about 325 cars, again it hasn’t reached that peak in the last 3 years. We expect the segment to have a new peak this year and certainly grow above 325 cars. But the segment still doesn’t reflect the kind of potential we have in the market. One of the factors influencing growth is the presence of very high tax rates on super luxury cars. The devaluation of the rupee contributes to the rising procurement costs and also the catch-up infrastructure comes across as a limiting factor.
Despite these factors, we delivered 69 cars in 2021 with 86% growth and we are confident to continue this momentum in 2022 and into the coming years as we work on a clear path to achieve consistent growth. stimulate in the market.
You said you delivered 69 units last year, which translates to 86% growth. How do these numbers compare to 2019, I believe that was the best year?
Yes, in 2019 we delivered 52 cars and if we compare the growth with 2019, it is more than 30% growth last year. So you’re absolutely right that 2019 is the right basis to compare this growth and not 2020, because in 2020 we all know the segment and the market was largely impacted. But in our case yes, we have not only seen growth over 2020, but also in 2019.
You delivered your first car in Shillong and you expand into many of these newer regions where people used to not buy Lamborghini. So in the next five years, if you continue to tap into such new markets or open new markets, what percentage of revenue do you see coming from these first or new regions in India?
I can say that today these cities make up almost a quarter of our business in the country. We see similar trends in both sports cars and Urus. And we are also increasing our volumes every year. So what we’re seeing in these cities is if we can maintain that percentage ourselves, that’s good, because that percentage doesn’t yield the same absolute number. We let that absolute number grow every year. So I think that’s what I expect for the next two to three years and then we’ll have to see how the market develops in these cities.
Is there a specific model we can expect this year? Now which model can you tell us that you will be launching sometime this year?
Yes, there will be new launches this year. I’ll say let’s hang in there a little longer and you’ll hear from us.
Are the leaders in the super luxury segment in the country right now?
We are, but that’s not what drives us. That is not something we are looking for in the market. As I said, our focus is how we bring the right experiences to our customers, how we grow the market. Because we still believe very strongly that India has an incredible opportunity to grow while the segment is small. But this does not reflect the potential of the market. So the focus is very clear: how do we reach new customers, how do we reach new geographies, how do we create new experiences, bring exciting models to market and drive our growth, because we know that India has a huge growth potential.

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