Wealthy young buyers driving record Lamborghini sales

A growing number of millennials with money to spend are attributed to record sales of Lamborghini supercars and SUVs, which have increased by 400 per cent in a decade.

However the global boss of Lamborghini says the company is still actively limiting production – and not matching demand – to ensure the exclusivity of its cars, and the values of used examples.

Lamborghini reported 10,112 cars as sold globally in 2023 – the first time it has crossed the 10,000 vehicle marker – up 10 per cent on its previous record of 9233 sales in 2022.

Five years ago (2018) – as production of the Urus SUV, which accounts of 60 per cent of sales today – Lamborghini reported 5750 deliveries. A decade ago it sold just 2121 vehicles, a fifth of its 2023 result.

In a briefing with Australian media including Drive, Lamborghini global CEO Stephan Winkelmann attributed the sales boom to – among other factors – a growing pool of younger buyers that can afford a new Lamborghini.

«There are more and more people – in comparison with a decade ago – which in young age are already able to have so much money at their disposal that they can easily buy our type of cars,» the executive said.

Lamborghinis are priced from about $400,000 plus on-road costs for an Urus or entry-level Huracan – and can touch $1 million for a well-optioned Revuelto.

While Lamborghini is posting sales records, Mr Winkelmann said the company is limiting production to ensure it does not fully meet demand – in turn to preserve the exclusivity and allure of its cars.

«The brand is rising in terms of value every year. We are following up this very closely. We always sell less than demand and we are controlling almost on a daily level, the inquiries, the value of the used cars, the solidity of the order bank,» he said.

«We are always very carefully looking into the lengths of the order bank, not to put too many cars into the market.»

The Lamborghini executive said the company has been largely immune from parts shortages – as it has been given priority within the VW Group due to its high profit margins – and economic slowdowns in the wake of the pandemic.

«All the rules were, let's say, washed away because the wars [in Ukraine], the