Lambo to Limit Annual Volume at 8,000 Cars

Volkswagen AG’s Lamborghini unit expects its recent sales spike will continue, but the company will cap production at 8,000 units in 2020 to help maintain the ultra-luxury brand’s exclusivity.

Lamborghini sold a record 5,750 vehicles last year. This compares with about 3,800 cars in 2017 and just 1,300 in 2010.

Half of the 2020 volume will go toward Lamborghini’s new Urus SUV/crossover, CEO Stefano Domenicali tells Australia’s CarAdvice. The other 4,000 units in 2020 will be split between the Huracan (two-thirds) and top-end Aventador.

The Urus has netted nearly 1,800 sales since it was launched last summer. Domenicali notes the model is attracting younger buyers to the brand, 70% of whom previously hadn’t owned a Lamborghini.

As a result, he says, the carmaker is developing marketing strategies that target impulsive buying. One example: a new app-based tool that allows customers to track the production process after a vehicle has been ordered.