Lamborghini, growth of 1,400% in Korea over 5 years… “Electrified gun gate with V12 plug-in” : Biz N

Francesco Scardaoni, Lamborghini Asia Pacific Regional Manager

1415% growth. It is not a cryptocurrency return. This is the growth rate Lamborghini recorded in the domestic market over the past five years. In 2016, the number of new Lamborghini cars sold in Korea was only at the level of 20 units, but as of last year, 303 units were sold. It achieved the highest performance ever since its entry into the country. The record-breaking streak is expected to continue this year as well. Annual sales in 2021 are at 350 units (expected). It is expected to break the record once again. Thanks to its growth, Korea has become the eighth largest market in the world. It is closely following the Middle East (7th place), the holy land for luxury cars. Lamborghini sold more than Canada (9th) and Russia (10th), which are more than 100 times larger in land area.

This can also be seen as a reason Lamborghini is paying attention to the Korean market. Francesco Scardaoni, head of Lamborghini’s Asia-Pacific region, who has just been in office for a year, said that he actually promoted a visit to Korea in line with the gradual recovery of daily life. His visit to Korea was canceled due to the re-spread of Corona 19 and social distancing, but he showed high interest in the Korean market through video interviews and New Year’s messages. The video interview with Scardaoni was held at the Lamborghini Seoul Exhibition Center in Gangnam-gu, Seoul on the 14th. Through an interview, we asked Lamborghini about the meaning of the Korean market, the future direction of the brand in the electrification era, and detailed product strategies.

Earlier, Lamborghini announced the brand future vision ‘Direzione Cor Tauri (Towards the Heart of Taurus)’. The core goal is to electrify all models by 2024. Electrification will be promoted centering on the plug-in hybrid (PHEV) powertrain. A pure electric vehicle (BEV) model is planned to be introduced in 2026.

In particular, in this interview, Lamborghini Asia Pacific General Manager Scardaoni announced that the company will continue to sell the V12 gasoline naturally aspirated engine model (PHEV), which symbolizes the brand, even in the era of electrification. The following is a one-to-one answer.

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

“The Korean market is a very important market not only in the Asia-Pacific region but also in the world. In the past five years, sales have increased by a whopping 15 times. It’s a dazzling achievement. Thanks to the diversification of the lineup, such as the introduction of the brand’s first sports utility vehicle (SUV), the Urus, and the introduction of all models sold worldwide, such as the V10 and V12, to the Korean market, it was able to receive great love from Korean super sports car enthusiasts. This year, too, with the strongest and most diverse product lineup at the fore, ‘best in history’ performance is strong, and thanks to the contract made this year, it is expected that next year’s performance will further expand. Growth is expected to continue through 2023. The ‘Aventador S Roadster Korean Special Edition’ was released only in Korea to celebrate and commemorate the achievements in the Korean market. It is expected that more diverse special models for Korea will be released. In cooperation with Lamborghini Seoul, Lamborghini will continue to introduce exciting products that can satisfy high-level Korean consumers and provide differentiated services and brand experiences.”

Lamborghini Aventador S Roadster Korean Special Series

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

“We are closely monitoring the shortage of semiconductors for vehicles around the world. However, Lamborghini is not currently affected by a semiconductor supply shortage. This is because they share long-term product production plans for at least five years with related strategic partners. Although not facing semiconductor problems, the production line is in full operation due to its high popularity. The two new V12 models, ‘Countach’ and ‘Aventador Ultima’, introduced this year, are sold out (completely sold), and the Urs and Huracan have to wait 11 months and 15 months, respectively, before they are released. Some brands are shipping ‘minus option’ cars without existing functions, but Lamborghini does not have such a case. Instead, we run ‘Add Personum’, a customized option program, so that consumers can configure various specifications themselves.”

―The latest V12 models, the Aventador LP780-4 Ultima and Countach LPI800-4, are sold out, but they said they were the last naturally aspirated V12 models at the time of release. Has the Lamborghini V12 gasoline naturally aspirated model completely disappeared into history?

“The V12 engine doesn’t go away. The V12 engine is a brand icon to the extent that Lamborghini can be called a V12 company. As it led the super sports car market with the V12, Lamborghini will lead the trend in the electrification process. The V12 gasoline naturally aspirated engine will be introduced again through electrification. After the internal combustion engine, the first stage, it can be seen as the stage of introducing a hybrid powertrain by 2023. The successor to the Aventador is planned to be introduced as a plug-in hybrid model in early 2023, and the new car also maintains the unique V12 characteristics. Therefore, the Aventador LP780-4 Ultima can be seen as a model that decorates the finale of the V12 naturally aspirated engine and a car that instills anticipation for the next-generation V12 model. While promoting the electrification of the entire lineup by 2024, the focus is on inheriting and developing unique powerful performance and driving experience. Ultimately, we aim to reduce product carbon dioxide emissions by 50% by 2025, and to this end, we will invest a total of 1.5 billion euros (about 2.2 trillion won) over four years.”

Lamborghini Aventador LP780-4 Ultima

Lamborghini Countach LPI800-4

―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 trends. lead the trend Lamborghini will lead a new trend in the era of electrification. Electrification also aims to become the best, not the first. Currently, Lamborghini customers enjoy unique performance, handling, and driving pleasure as a package. Even in the electrification era, this package will be provided to consumers as it is. If you can’t provide it, it won’t even start. At the same time, the brand DNA that anyone can tell that it is a Lamborghini is what differentiates it from Lamborghini. Lamborghini’s ‘Sian’ with a mild hybrid system is a model that has proven that it can adapt to the new system while maintaining the brand’s unique DNA. It is also a model that shows the direction and potential of Lamborghini’s electrification. In the future, Lamborghini expects to redefine the supercar in the electrification era by securing optimal solutions such as ultra-light technology while maintaining the supercar brand tradition. Regarding electrification in general, Lamborghini’s goal is to reach ‘just in time’ rather than ‘first’.”

Lamborghini V12 engine

―Porsche is strengthening its earnings with pure electric vehicles and naturally aspirated models. With naturally aspirated models and electric vehicles gaining popularity at the same time, the two-track strategy is working, but Lamborghini is still limited to hybrids until 2024.

“As mentioned earlier, we do not schedule with other brands. According to the brand roadmap, Lamborghini electrification will start in 2023 when a new plug-in hybrid car (successor to the Aventador) is released. The electrification schedule is cruising according to the plan. As the electrification progresses, the development of electric vehicles will also accelerate, and in 2026, the brand is aiming to launch the fourth model and the first pure electric vehicle. We are researching brand electrification in various ways, including not only electric vehicles but also synthetic fuels. At the brand level, there has been no mention of a 100% electric vehicle conversion, and the key is to improve the level of perfection without rushing to electrification.”

―We set the goal of electrification of models before 2024, but Lamborghini buyers seem to have a tendency to prefer internal combustion engine models. Is the brand electrification promoted because consumers want it or is it for the purpose of meeting environmental regulations? .

“It can be seen as a strategy that reflects both aspects. In fact, it is true that it becomes difficult to meet stringent environmental regulations with only naturally aspirated internal combustion engines. New regulations from China, such as Euro 7, are increasingly stricter regulations. Hybrid is the most realistic solution that can provide Lamborghini’s unique driving experience while meeting regulations. Even if a hybrid system is applied, it plans to introduce a more powerful model than before. It is expected that it will be able to sufficiently respond to consumer demands. In addition, Lamborghini customers also show a tendency to want eco-friendly cars. This demand is expected to increase as awareness of environmental conservation spreads.”

Lamborghini Urus

―Autonomous driving technology can be viewed as a concept opposite to the driving pleasure Lamborghini pursues. How will Lamborghini strike a balance between autonomous driving technology and driving sensibility?

“Lamborghini is a car for ‘feelings’ with a focus on driving pleasure. Customers buy a Lamborghini because of the dreams and emotions they experience when they take the wheel. Therefore, it is difficult to think about the introduction of autonomous driving technology that takes away the pleasure of driving. However, connectivity technology can also be viewed as a part of autonomous driving technology, and the introduction of technologies that do not eliminate driving sensibility or features for boarding convenience are viewed as positive. In addition, functions such as lane keeping assist and traffic jam assist that enhance driving convenience have been applied to the SUV model Urus. Any technology is introduced with a focus on driving pleasure. The principle will not change during the electrification process, and we plan to develop a technology strategy that meets the market environment, consumer needs, and preferences.”

―If there is one last thing you want to say… .

“It is unfortunate that we cannot meet in person due to the spread of COVID-19, but I hope to visit Korea in the first quarter of next year as soon as the situation develops. I look forward to an opportunity to communicate in more detail. In particular, Korea is one of the most important markets, and we plan to visit frequently in the future. Korean consumers think that expressing their individuality and fashion through cars is a characteristic. He also has a ferocious passion similar to that of an Italian. I think these characteristics are in line with the direction the brand is pursuing. This is a factor that can be expected for Lamborghini’s continued growth in Korea. We will continue to do our best to deliver products quickly and provide a differentiated experience to Korean customers, a major market.”

Lamborghini Urus

Lamborghini Huracan STO

Lamborghini Seoul Exhibition Center

Reporter Min-beom Kim at Donga.com [email protected]