Automotive News Canada - November 2017 - 14
* NOVEMBER 2017
Lamborghini's new showroom
look features sharp forms,
raw surfaces and a diffusion
of light and colour. There are
areas dedicated to accessories
and a digital experience where
users can enjoy the sound of
Lamborghini's engine note.
At the grand opening of Lamborghini Uptown Toronto's new location, left to
right: Stefano Domenicali, Lamborghini CEO; customer Rob Boyko, who took
possession of the first Huracan Performante sold in Canada; Paul Cummings,
CEO of Grand Touring Automobile; and Heather Aucoin, super luxury brand specialist at the dealership. ( P H O T O : G R A N D T O U R I N G A U T O M O B I L E S )
Company expects rapid
growth in Canada once
Urus utility vehicle arrives
By MICHAEL GOETZ
LAMBORGHINI CEO STEFANO
Domenicali says that Canada and
Lamborghini are lined up for a beautiful future together.
"We are a growing brand, and
Canada is growing," he said during
an Oct. 5 visit to Toronto to support a
He said that the Canadian economy
is on track to produce more young,
affluent buyers, which is the key to
"The new generation is getting
stronger and more powerful, and this
new generation has the right attitude
for our brand."
Domenicali said that Lamborghini
attracts a younger demographic than
its main competitor, Ferrari. He added
that Lamborghini's new Urus utility vehicle, due in showrooms in 2018,
"will be perfect for this market." With
the Urus, he expects annual Canadian
sales to hit "400 by the end of 2019."
That's double what the brand has
been doing over the last three years,
with the two-nameplate lineup of
Aventador and Huracan, with base
prices of $463,775 and $223,500, respectively, excluding shipping.
When it opened the Uptown
Toronto store in October in suburban
Vaughn, it became first Lamborghini
dealership point in North America to
adopt a new image program that calls
for additional showroom space for
the Urus. Lamborghini's new shield
design is prominent, inside and out,
and is now distinguished by a black
background. The theme of modern,
casual luxury is evoked by clean,
sharp surfaces and angles and lighting that is diffused and colorful.
GTA also sells Land Rover, Jaguar,
Rolls Royce, Bugatti and Bentley at its
Toronto store, soon to be moved to a
new building in the east end.
There is also more emphasis on
heritage, with screens that tell the
story of Lamborghini. There's an
emphasis on customization via a client lounge that displays samples of
finishes and bespoke options.
The Urus is slated to arrive in North America showrooms
in 2018. It will be the brand's entry model, slotting below
the Huracan, which currently retails in Canada starting at
$223,500, excluding destination charges.
"It was great to see Paul's company invest in our brand," Domenicali
said. "We met last year, and I said, 'If
you do it, I will come back.' We delivered together."
DEALERS KNOW MARKETS
Domenicali said that Lamborghini
is a small automaker, but one with
customers spread all over the globe.
As such, it needs the commitment
and participation of local retailers.
"They know the needs of the customers in each region."
Cummings is well aware of the
"new wealth" in Canada.
"Canada is a growth marketplace
right now, a safe haven for a lot of
wealth coming into the country, but
also the customers who enjoy these
cars have experienced good times
over the last little while," he said.
"The economy has been strong,
Lamborghini Uptown Toronto
is the first such dealership in
Canada to feature the brand's
new image program.
Most prominent on the
exterior is the new
DEALER DOUBLES DOWN
Paul Cummings is the CEO of
Grand Touring Automobiles (GTA),
which sells Lamborghini, Aston
Martin and Karma at Uptown Toronto
- Grand Touring Automobiles.
(PHOTO: GRAND TOURING AUTOMOBILES)
the cost of money is decent, the stock
market has done well, and they have
equity in their homes. Canada is a
wonderful place to do business, and
these people are rewarding themselves with these fantastic products."
Cummings said it's critical to
"invest in parallel" with the manufacturer, to "maximize the opportunity they are providing us."
The Urus will require a new marketing effort that targets family
members of a prospective customer,
including the children. Cummings is
also planning to host driving events
to demonstrate that the Urus will
meet lifestyle expectations..
"Our job will be to reach outside
the dealership and educate [buyers] on what this vehicle will be
able to do," he said. "A brand like
Lamborghini has to be experienced."
While sales forecasts are bullish,
Domenicali said that Lamborghini,
which trades on exclusivity, has to be
"We don't want to push for volume.
That would be the biggest mistake,"
he said. "We want to make sure the
growth is stable and consistent, with
the pull we see from the market."
Before Lamborghini's planned
fourth nameplate is introduced sometime around 2020, Domenicali wants
the company to be running like a
He said the Urus leads
Lamborghini into uncharted daily-driver territory, so the company
needs to evolve processes and dealership culture to match customer expectations, particularly for service turnaround. - ANC