Product:

Lamborghini is actually a manufacturer of luxury supercars, sports cars and SUVs

 Lamborghini Aventador
 Lamborghini Huracan
 Lamborghini Urus

Price:

To offer the class and luxury associated with the product, the pricing strategy in its marketing mix is
extremely premium. Lamborghini ranges in price between 300,000 dollars for the most commonly
available to models like Huracan to 4500,000 dollars for exclusive vehicles like Lamborghini Veneno
Roadster.

Place:

Lamborghini has more than 135 dealers across 50 countries and worldwide deliveries of cars are as huge
as 3457 units as per the latest information available from dealers. Presently, USA is the largest market
with more than 1000 units sold per year followed closely by Japan, UK, Germany, Canada, the Middle
East and China. There are two types of dealerships commonly prevalent in the distribution of
Lamborghini cars across the world. The first type of dealership is the official Lamborghini dealership
which is recognized by the company. The second type is a one in which smaller and generally used
models of cars are sold and repurchased. The official dealership is present across the prominent
countries of the world and costs millions of dollars to setup.

Promotion:

Lamborghini manifests itself through its iconic logo that symbolizes the raging bull. The origins of the
logo come from the terms that the founder of Lamborghini was a Taurus himself. Lamborghini also sells
licenses to other brands to manufacture various Lamborghini centred consumer goods including
clothing, accessories, electronics items, bags and laptops. They are into selling and promotion through
the idea of concept cars. Throughout history, they invest significantly in developing concept cars
including the very first prototype called as the 350GTV. The stitching work in these cars through history,
has been done by women only, men are not allowed to be a part of this division. Lamborghini also has a
museum of two storeys dedicated to convey the evolution, growth and history of the Lamborghini cars
throughout the years. They also showcase a number of modern and vintage models. Important
milestone in the history of Lamborghini are also highlighted by means of the museum. The museum is
located right next to the headquarters in Italy. There is an academy dedicated to teaching enthusiasts
the art of driving on ice and snow. It is called the Lamborghini Winter Academy and is all about teaching
individuals how to have fun driving a Lamborghini model in the beautiful and scenic Alps Mountains.
Because of the immense popularity and loyal customer base that it has, the company does not engage in
promotions through television commercials or hoardings. This is not an everyday product and needs to
be promoted through events, print ads in class magazines and so on. Hence this completes the
Lamborghini marketing mix.
People:

I think the buying process for exotics varies greatly depending on where you buy it, just like buying any
car. My experience buying my LP550 at Lambo Las Vegas was less than pleasant. I was living out of state,
the email communication was terrible, and generally felt like the dealer could care less about me as a
customer. Very different experience at the Dallas dealer. I've seen the sales people come and talk to
everyone, even people who say they just want to come in and take photos. It's actually good practice,
actual customers see this as well as getting referrals.
As far as negotiations it depends on the model. Sometimes they run specials like with the outgoing
Gallardo, it would be hard to find any deals on a Huracan. But a quick google search for Gallardo or
Huracan lease will show what was offered atone time and some of the current deals for leases. I think
right now if you finance 4.5% is what lambo is offering for up to 72 months. Not sure if they go any
further than that. Some banks will extend it further. I would imagine most dealers accept anything for
trade.

Process:

Physical environment:
You can see the Lamborghini from every office in the showroom! The offices are outfitted with
Teknion’s Transit Desking and the glass offices are Teknion’s architectural product Transit. The
Chairs are Teknion's Sitara with clean graceful aerodynamic lines just like the cars.