Lamborghini Has Decided That They’re Forever Done With the Auto Show
At this point in the timeline, auto shows seem to have been completely written out of the schedule. With the uncertainty surrounding the world’s health crisis, people haven’t been too focused on putting together these massive shows. Instead, some manufacturers have been coordinating their own reveals to show the public what they’ve been working on.
It looks like Lamborghini has decided that they haven’t really missed the absence of these auto shows.
While some automakers likely have their eye on when the shows are going to come back together, apparently, Lamborghini is over it. The story seemed to originate with Auto Car India when the outlet spoke with Lamborghini’s chief marketing and communications officer, Katia Bassi. Bassi relayed that “[Lamborghini has] decided to abandon the motor shows because we increasingly believe that to have an intimate relationship with the customer is key and motor shows are no longer aligned with our philosophy.”
Like many, our initial response to the headline was that it had something to do with the spread of COVID-19. However, it seems like more of a marketing move as Lamborghini looks to create more of a brand experience. Furthermore, it would also appear as if they’re pushing toward more of a premium positioning.
In the world of six-figure cars, image is everything. While the term “Lifestyle brand” is thrown around way too much, that looks like exactly what Lamborghini is trying to accomplish here. Auto Car India relays that this move will entail a “constant program of exclusive customer events.” This will include things like tours and driving programs. The exact details have yet to be announced. We would be inclined to think that Lamborghini is going to come up with some pretty cool reveals, though.
From a marketing perspective, these premium products tend to be handled in a different way than common vehicles. Typical conventions don’t seem to necessarily fit brands that look to cater to this “Premium” clientele. When we really break it down, typical auto shows seem to be catered more toward selling regular commuter cars. If someone wants to go to Lamborghini shopping, we doubt that an auto show is where they’re doing it.
Beyond that, all that’s left is the magic of the presentation in front of a big crowd. We don’t think that Lamborghini will have an issue replicating this phenomenon, either.
After a brief closure, MUDETEC – the Automobili Lamborghini Museum of Technology – will be ready to welcome Lamborghini enthusiasts starting 10th July 2020. Pre-book your spot and witness firsthand what inspires us to strive for perfection every time.
https://youtu.be/QDG1bl7ucUA
