For Lamborghini, the past year of 2015 is a special year. By the November of last year, Lamborghini has entered China for a whole ten years.
In the Chinese culture, the number of “ten ” means completeness, But in the last year, the world-famous luxury brand was in a period of shackle. Athough it has released its new car Huracan at the second largest single market in the world, the competition of luxury cars becomes more and moreacutely, It just sell only 236 cars at the Chinese market which has failed 11.6% compared to 2013.
Francesco Scardaoni(being called as Scardaoni below)come into people’s views, he accepted the appointment from the headquarter and become the new general manager for Lamborghini in China. After less than one year, Lamborghini turned things around. By November 2015, the number of sales was more than the total number of 2014.
Lamborghini stopped falling down and started to rise, people knew about his ability by the event. But for Scardaoni , it is just at the beginning of Lamborghini’s change.
During June to November in 2015, the owners of Lamborghini supercars organized a car team. They finished a large scale of cruise in which they have traveled nearly all parts of China. The tour of supercars which named China Giro is a main part of the activity of Lamborghini’s tenth anniversary.
There are many landscapes and interesting things during the journey, but the impressive things for Scardaoni are not just these things.”I always watched people pointing to our cars and shouting loudly ‘Lamborghini!’ when we moved through the crowd. Maybe they didn’t know the names of those cars’ styles, but they could recognize our brand.”
It’s good to design a shape which can be recognized easily, but with the affect of Lamborghini’s unique design and the high price, more and more people contact Lamborghini with “Tyrant”, ”Rich Second Generation” and some other words.
"In China, the average age of the group of customers who drive Lamborghini is under 25.”Scardaoni offers some data which directly confirm the market effect of the brand. However, most researches show that the consumption view of this group is immature. Those customers still think the cars which they drive are the symbol of they social status.
In fact, the users of super luxury cars become younger is not a unique phenomenon just in China. At the mature markets, such as America and Europe, they have experienced the familiar stage and the market become reasonable after a few years.
"As we can see, the group of customers of Lamborghini is transferring from young drivers into mature persons, such as business persons and entrepreneurs, they pay more attention to the daily driveability of cars, not just make them as a tool for flaunting.”Apparently, the brand which has been set up nearly 50 years didn’t want to make a showy impression on people’s mind. [
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