The year 2020 may have been marked by the global coronavirus pandemic. Yet for Automobili Lamborghini, this year was not only about surviving the crisis but making great strides.echo adrotate_group(19);
Sure, sales were slightly down by around 9 percent. It still, however, managed to sell a good number of vehicles at 7,430 units. Sales were led by the Urus in markets like the USA (its biggest market for 2020), followed by Germany and China.
The strong sales were also attributed to the introduction of no less than 6 new models in 2020. First was the coupe version of the Huracan EVO Rear-Wheel Drive (RWD), followed by its open top sibling, the Huracan EVO Spyder. This was followed by the Sian Roadster, the first open top hybrid V12 with a limited run of just 19 units. After these came the Essenza SCV12, a 40-unit track car tuned by Squadra Corse, the Huracan STO or Super Trofeo Omologata, and the SC20—a track car approved for the road.echo adrotate_group(2);
Beyond the model launches and sales figures, Lamborghini also reached out to more folks via different tie-ups and utilizing social media. Collaborations included touching base with LEGO fans via the Sian FKP 37 LEGO Technic, as well as with fashion icon Yohji Yamamoto and his line of Lamborghini co-branded products. And yes, the Ducati Diavel 1260 Lamborghini is for those that love both motorbikes and hypercars. All these were brought to a younger market via TikTok, where Lamborghini is the first luxury brand that utilizes the social media platform.
Of course, 2020 was not all about cars for Automobili Lamborghini. It was a time of caring for others, especially in light of the pandemic. The Italian Super Sports Car maker was one of the first to implement a suspension of production and operations at its Sant’Agata Bolognese headquarters to help protect its workforce. It later shifted production from cars to face masks and visors for frontliners at Sant Orsola Medical Center and other hospitals, as well as re-engineering its plants to produce lung simulators to help patients breathe better and cope with the dreaded effects of the virus.
Yes, 2020 was a tough time for everyone. Yet Lamborghini pulled through and even came out stronger. Now, it looks forward to a better and brighter 2021 along with the rest of the world.