Lamborghini unveils "more approachable" look at new dealership in Bristol
22 September 2016

Lamborghini Urus launch preparations for 2018 have stepped up with a revamp of the brand’s corporate image, with the first showroom to be overhauled in Bristol in the UK.

The new look and values - designed to convey Lamborghini as a pure, cutting edge and visionary brand - will be rolled out across all Lamborghini outlets, from its headquarters in Sant ’Agata Bolognese and the adjacent museum, the corporate website and all showrooms.

The shift is a result of a perceived need to make Lamborghini more approachable ahead of the launch of the Urus 4x4, which the firm hopes will double sales from around 3250 cars a year to more than 6500. Crucial to this will be winning more family and female buyers.

“While the Urus will retain the DNA of Lamborghini - we describe it as a super-sport SUV - it’s arrival will mean we can speak to additional customers and fans, and we want to use this new look to welcome them in,” said Federico Foschini, Lamborghini commercial director.

“We expect there will be many customers who will own supercars from other brands at the moment and want the ultimate SUV to compliment them - and in the Urus, we will have the fastest, most powerful SUV on the market.”

Highlights of the Bristol showroom revamp include a totum pole outside the dealership with an illuminated Lamborghini shield on a black background that glows at night, plus a bright, airy showroom environment with all decoration in the form of polygons or characterised by sharp lines. 

“When Audi took over Lamborghini we wanted stability and a brand that had consistent values built around the premise of being Italian, uncompromising and extreme,” said Foschini. “That has been really effective, but with the arrival of the Urus we can be more open and less intimidating.

“We want people to approach the brand more. It’s an evolution not a change, and it encapsulates our former values while broadening our appeal in new ones."

John LaMarca

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Comments
3

23 September 2016
I'm relieved Apple is looking elsewhere for a company to plunder.

23 September 2016
Commercially I understand and the pressure from Audi to increase revenue. But Lamborghini was special because it was crazy - In the Countach you couldn't see out the rear and had to reverse whilst sitting on the door sill leaning out and trying to press the heavy clutch. Diablo was about looks and speed.

 

 

 

23 September 2016
Deputy wrote:

Commercially I understand and the pressure from Audi to increase revenue. But Lamborghini was special because it was crazy - In the Countach you couldn't see out the rear and had to reverse whilst sitting on the door sill leaning out and trying to press the heavy clutch. Diablo was about looks and speed.

Why is it selling out to make your brand more successful. Better that than they go under.

 

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