Lamborghini experienced 1400% growth in South Korea over 5 years 

Lamborghini, Lamborghini in South Korea

1415 per cent increase It does not represent a bitcoin return. This is the rate of growth that Lamborghini has experienced in the domestic market during the last five years. In 2016, the number of new Lamborghini automobiles sold in Korea was just 20 units, while 303 units were sold last year. It had the best performance since its inception in the country. This year's record-breaking trend is set to continue. Annual sales in 2021 are estimated to be 350 units (expected). It is likely to break the record for the third time. Korea has risen to become the world's eighth largest market as a result of its expansion. It is closely followed by the Middle East (7th rank), which is considered the holy country of luxury automobiles. Lamborghini outsold Canada (9th) and Russia (10th), both of which have land areas that are more than 100 times greater.

This might also be seen as one of the reasons Lamborghini is paying attention to the Korean market. Francesco Scardaoni, head of Lamborghini's Asia-Pacific area, who has only been in office for a year, stated that he really encouraged a trip to Korea as part of the slow recovery of everyday life. His trip to Korea was canceled owing to the resurgence of COVID-19 and social estrangement, but he shown a strong interest in the Korean market through video interviews and New Year's messages. On the 14th, a video interview with Scardaoni took place at the Lamborghini Seoul Exhibition Center in Gangnam-gu, Seoul. In an interview, we questioned Lamborghini about the significance of the Korean market, the brand's future orientation in the electrification era, and comprehensive product strategies.

Lamborghini previously declared the brand's future vision, dubbed 'Direzione Cor Tauri (Towards the Heart of Taurus).' The overarching objective is to electrify all vehicles by 2024. Electrification will be emphasized, with a focus on the plug-in hybrid (PHEV) powertrain. In 2026, a pure electric vehicle (BEV) model is expected to be released.

In particular, Lamborghini Asia Pacific General Manager Scardaoni stated in this interview that the business would continue to market the V12 gasoline naturally aspirated engine type (PHEV), which epitomizes the brand, even in the age of electrification. This is a one-to-one response.

The meaning of the Korean market and future strategy for Lamborghini…

"The Korean market is highly significant not just in the Asia-Pacific area, but also globally." Sales have climbed by a factor of 15 in the last five years. It's a stunning accomplishment. It was able to garner a lot of love from Korean super sports car aficionados thanks to the diversification of the lineup, such as the release of the brand's first SUV, the Urus, and the introduction of all models marketed globally, such as the V10 and V12, to the Korean market. This year, too, with the most powerful and broad product portfolio at the forefront, 'best-in-class' performance is robust, and due to the contract signed this year, next year's performance is likely to increase further. The expansion is anticipated to continue until 2023. The 'Aventador S Roadster Korean Special Edition' was exclusively available in Korea to honour and remember the Korean market's successes. More different unique models for Korea are planned to be introduced. Lamborghini will continue to produce new items that can satisfy high-level Korean consumers while also providing distinctive services and brand experiences in collaboration with Lamborghini Seoul."

—Many automakers are experiencing difficulties in supplying semiconductor chips for vehicles. What is the situation with Lamborghini?

"We are keenly following the global scarcity of chips for autos." Lamborghini, on the other hand, is not currently hampered by a semiconductor supply shortfall. This is due to the fact that they disclose long-term product manufacturing plans with linked strategic partners for at least five years. Despite the fact that there are no semiconductor issues, the production line is fully operational because of its popularity. The two new V12 models offered this year, the 'Countach' and 'Aventador Ultima,' are sold out (totally sold), while the Urus and Huracan will have to wait 11 and 15 months, respectively, until they are released. Some companies ship'minus option' automobiles that lack certain amenities, but Lamborghini does not. Instead, we run 'Add Personum,' a customized option program, so that customers may define their own criteria."

—The most recent V12 models, the Aventador LP780-4 Ultima and Countach LPI800-4, are both sold out, however they were the final naturally aspirated V12 models available at the time of introduction. Is the Lamborghini V12 gasoline naturally aspirated model a thing of the past?

"The V12 engine isn't going away." The V12 engine has become so synonymous with Lamborghini that the firm might be referred to as a V12 corporation. Lamborghini will set the trend in the electrification process, just as it did in the super sports car market with the V12. Electrification will bring back the V12 gasoline naturally aspirated engine. Following the internal combustion engine, the second step might be considered as the introduction of a hybrid powertrain by 2023. The Aventador's successor will be presented as a plug-in hybrid vehicle in early 2023, and it will retain the distinctive V12 attributes. As a result, the Aventador LP780-4 Ultima may be viewed as both a model that decorates the conclusion of the V12 naturally aspirated engine and a car that inspires expectation for the next-generation V12 model. While promoting the electrification of the complete portfolio by 2024, the emphasis is on preserving and developing distinctively strong performance and driving experiences. Ultimately, we want to cut product carbon dioxide emissions by half by 2025, and we'll invest 1.5 billion euros (approximately 2.2 trillion won) over four years to get there."

In the era of electric vehicles, differentiating the performance of supercars, including numerical values ​​such as output and torque, is emerging as a challenge. What differentiates the supercar brand Lamborghini?

"Lamborghini never follows fashion." lead the way Lamborghini will set a new standard in the electrification age. Electrification also aspires to be the best, rather than the first. Lamborghini consumers currently enjoy unrivaled performance, handling, and driving enjoyment as a package. Even in the electrification period, this bundle will be available to users in its current form. It won't even start if you don't supply it. At the same time, the brand DNA that identifies it as a Lamborghini is what distinguishes it from other Lamborghinis. Lamborghini's 'Sian' with a mild hybrid system is a model that has demonstrated its ability to adapt to the new technology while retaining the brand's distinct DNA. It also serves as a model for the direction and possibilities of Lamborghini's electrification. Lamborghini hopes to reimagine the supercar in the electrification age in the future by obtaining optimal solutions such as ultra-light technology while remaining true to the supercar brand tradition. In terms of electrification in general, Lamborghini prefers to be "just in time" rather than "first."

Porsche's profitability are being bolstered by pure electric cars and naturally aspirated variants. The two-track plan is paying off, with normally aspirated cars and electric vehicles gaining popularity at the same time, although Lamborghini is still confined to hybrids until 2024.

"As previously said, we do not schedule with other brands." According to the company plan, Lamborghini electrification will begin in 2023 with the introduction of a new plug-in hybrid car (the Aventador's replacement). The electrification program is proceeding as planned. As electrification continues, so will the development of electric cars, with the company planning to deliver its fourth model, the first all electric vehicle, in 2026. We are investigating brand electrification in a variety of ways, including electric cars as well as synthetic fuels. There has been no suggestion of a 100 percent electric car conversion at the brand level, and the aim is to raise the degree of excellence without rushing to electrification."

We established the objective of electrifying cars by 2024, but Lamborghini purchasers appear to favor internal combustion engine models. Is brand electrification pushed because customers desire it, or because it is required by environmental regulations?

"It may be viewed as a technique that incorporates both features." It is true that meeting rigorous environmental rules with solely naturally aspirated internal combustion engines becomes challenging. China's new rules, such as Euro 7, are becoming increasingly stringent. The most practical approach for providing Lamborghini's distinctive driving experience while satisfying standards is hybrid. Even if a hybrid system is used, the company intends to deliver a more powerful model than previously. It is anticipated to be able to adequately respond to consumer requests. Furthermore, Lamborghini buyers have a preference for environmentally efficient vehicles. This demand is projected to rise as environmental conservation becomes more popular."

Autonomous driving technology is an idea that is diametrically opposed to the driving enjoyment that Lamborghini seeks. Lamborghini will have to achieve a balance between autonomous driving technology and driving sensibility

"A Lamborghini is a car for 'feelings,' with an emphasis on driving enjoyment." Customers purchase a Lamborghini because of the dreams and emotions they have when they get behind the wheel. As a result, it is difficult to contemplate the arrival of self-driving technology that takes away the pleasure of driving. However, connectivity technology may be considered as a component of autonomous driving technology, and the development of technologies that do not reduce driving sensitivity or the introduction of services for boarding ease is viewed positively. Furthermore, elements that improve driving ease, like as lane keeping assist and traffic congestion assist, have been added to the SUV model Urus. Any new technology is introduced with the goal of improving driving enjoyment. The idea will not alter during the electrification process, and we intend to establish a technological approach that addresses market conditions, customer demands, and preferences."

"It's terrible that we won't be able to meet in person because to the spread of COVID-19, but I plan to visit Korea in the first quarter of next year as soon as the situation improves." I eagerly await the opportunity to converse in further depth. Korea, in particular, is one of the most significant markets, and we want to return there regularly in the future. Korean customers believe that expressing their uniqueness and fashion via automobiles is a distinguishing feature. He also possesses a burning passion, much like an Italian. These features, I believe, are consistent with the brand's goals. This is a component that may be expected to contribute to Lamborghini's continuing success in Korea. We will continue to do our best to deliver items fast and give a unique experience to Korean clients, a significant market."

Source: Donga

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