Lamborghini Now Aiming Single Women Buyers

First Posted: Sep 01, 2016 07:56 AM EDT
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Since Lamborghini CEO Stefano Domenicali assumed the number one position in the company, he has been batting for a number of changes. Murcielago, Gallardo, and Aventador all had been bullish on pitching V12 and V10, but this time around; Domenicali stated the company will be offering something new to its would-be buyers in the near future.  

According to IOL, Domenicali is pinning its hope on its new-fangled Urus SUV to enhance the image of the company. Urus SUV is set to hit the market two years from now and it is aiming at women buyers.

He stated that the vehicle will increase yearly global output of the company by two-fold but will stick to limiting the production of Lamborghini at its Sant'Agata factory. Lamborghini just sold 3,245 units all across the globe one year ago. Domenicali said: "The SUV will be a game changer." He added, "It will make Lamborghini different."

The aim of the company is to make Urus at par best with Lamboghini in terms of features, appearance and driving experience and a perfect fit for folks who are in the 30 to 45 years old bracket. Urus is tipped to be beefed up with a powerful 600-hp, turbocharged V8 engine, while veering away from Lamborghini's trademark V12.

Domenicali is also hopeful that women will have a huge portion of its SUV's buyers. This is a huge turnaround considering that only 5% of the company's buyers were women one year ago. This figure is almost similar to the percentage it posted 10 years ago. It is also interesting to know that the majority of the women car buyers are from Europe and the United States. The first ever purchase of a Lamborghini made by an Indian woman took place just three months ago.  

The strategy to target women and families is indeed sensible. According to latest figures, 53% of buyers of small SUVs and 48% of buyers of high-end SUVs were women.

Single women are identified as the most likely buyers. MaritzCX reported that a customer-experience research company noted that between 2010 and 2015, the high-end small SUVs registered a hefty 177% increase in sales to single women.

The company's secret sauce in enticing women to become would-be-buyers is to come up with a product that are well-suited for them. The company is pouncing on comfort and functionality and at the same time keeping in mind the comfort and safety of children when traveling. 

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