The UK's 11 Lamborghini dealerships orchestrated customer 'bull run' drives to meet the Italian supercar brand's senior executives and see its latest launches at Farnborough's exhibition centre for Lamborghini Day UK last weekend.
More than 200 Lamborghini owners and their cars were welcomed at the second edition of the event by Lamborghini chief sales and marketing officer Federico Foschini, chief technical officer Rouven Mohr, design director Mitja Borkert and aftersales director Alessandro Farmeschi from its Sant'Agata HQ in Italy.
The executives held the UK unveil of the Urus SE, the new PHEV version of Lamborghini's 'super SUV'. Foschini said this is an important car for the brand in its move towards hybridisation.
“Our Lamborghini Super SUV has, since its market introduction in 2018, become the best-selling model for Lamborghini: the Urus S and Performante versions are sold out until the end of production and the Urus SE already has an exceptional order bank.
Foschini added: "The UK is one of our most important markets, currently fourth in the world, and again saw record deliveries to customers in 2023 of over 800 cars: the Lamborghini owners joining us here today are testament to the brand’s strength and the passion for our marque.”
Franchised dealerships from AM100 groups including Sytner, HR Owen, Cambria and Park's were engaged in the event.
A virtual reality area allowed guests to see ‘inside’ a Lamborghini Revuelto’s hybrid technologies, getting an experiential insight to the powertrain architecture of the first V12 high performance electrified vehicle (HPEV).
Design workshops by the Lamborghini Centro Stile team demonstrated the creative and technical process behind car concepts, while an Ad Personam studio allowed clients to experiment with the vast options for personalising a new Lamborghini with virtually limitless choices of colour and trim.
The department responsible for restoration, archives, certification and original spare parts, Lamborghini Polo Storico, displayed a Diablo SV from the 1990s and an example of the first LP 400 production model of the 1970s Countach, in recognition of its 50th anniversary this year, plus a LP 500 S and a Countach LPI 800-4.
Visitors could also view the lifestyle accessories the brand produces.
An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
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