Even the ultra-rich are showing hesitation when it comes to buying Lamborghini supercars, as uncertainty over U.S. tariffs casts a shadow on the luxury automotive market.
The revelation came from Stephan Winkelmann, Lamborghini’s CEO, during an interview with CNBC.
Tariffs Shaking the Market
- Currently, Lamborghini cars imported into the U.S. face a 27.5% tariff, making the already sky-high price tag climb even further.
- Since most models start at $400,000, the extra cost adds tens of thousands of dollars to each purchase.
- Although the White House recently announced a 15% tariff agreement on European cars, it hasn’t yet gone into effect.
“Some customers are waiting because they want to be sure this will be the final fare,” Winkelmann explained. “Others are more relaxed, or we negotiate on a case-by-case basis.”
Lamborghini Pricing Outlook (2024)
| Model | 2024 Price Increase | Key Feature |
|---|---|---|
| Temerario (V8) | +7% | Hybrid performance engine |
| Urus (SUV) | +7% | Luxury SUV appeal, strong with women |
| Revuelto (V12) | +10% | Hybrid supercar with cutting-edge tech |
Despite these challenges, Lamborghini remains well-positioned. Current deliveries are based on orders placed one to two years ago, ensuring short-term stability.
Record-Breaking Sales
- In 2024, Lamborghini achieved €3 billion in revenue and delivered 10,867 cars worldwide.
- New hybrid models like the Temerario, Revuelto, and Urus SE boosted the brand’s eco-performance lineup.
- A new electric grand tourer is planned for 2028, though it may pivot to a hybrid due to the global slowdown in EV demand.
Lamborghini’s Vision for the Future
During Monterey Car Week, Lamborghini unveiled the Fenomeno, its most powerful supercar ever:
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- 0–100 km/h in just 2.4 seconds
- Limited to 29 units worldwide
This “few-offs” strategy emphasizes exclusivity, catering to the highest tier of customers.
Shifting Customer Base
The average age of Lamborghini buyers is evolving:
- Under 45 globally
- Under 30 in Asia
- Rising interest among women buyers, largely driven by the Urus SUV
Initiatives like “She Drives a Lambo” are helping expand the brand’s reach to a broader audience.
Despite increasing wealth worldwide, Lamborghini remains committed to limited production to preserve its mystique.
“We will never saturate a single market. Our vision will always be global,” Winkelmann affirmed.
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