Lamborghini Doubles Down to Keep up with the Jones’
The execs over at Lambo are patting themselves on the back for this oneby Robert Moore, on
It’s 18 months in the works, but Lamborghini has finally completed the expansion to its production facility in Sant’ Agata Bolognese, Italy. In short, the facility has, quite literally, doubled in size from more than 861,000 square feet to more than 1.7 million square feet (80,000 square meters to 160,000 square meters). Its primary purpose was to provide a home for the assembly line that will move the Urus through its various stages of production, from start to finish. It also includes a new office building (with LEED Platinum certification) that is said to carry the highest standards for energy, building design, and production. There’s also a new warehouse, second trigeneration power plant, and a new energy hub. As equally important as the new production line, however, is the completed installation of a new test track that has 13 different surfaces. It was built specifically for testing SUVs (or so the execs can go out and get in some off-road play, right?)
All told, the completion of this massive expansion will allow Lamborghini to up its production capacity by 100 percent, to 7,000 units annually. Sure, that’s next to nothing compared to companies like GM, Ford, Mercedes, Porsche, Volkswagen, Mazda, Toyota and Honda, but this is Lamborghini we’re talking about, and it pushes them to a whole new level of production heaven – or hell, depending on what happens. According to Lamborghini, a total of 600 different enterprises helped to complete the expansion, and as many as 3,600 workers from outside companies took part in the massive project. Cue the back patting. All told, it’s a pretty big deal because it not only brings the Urus closer to customer hands but opens the door for new and exciting models in the future. If you’re into cars, my friend, this really is a really good time to be alive.
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There is Strength in Numbers...Low Numbers
The facility has, quite literally, doubled in size from more than 861,000 square feet to more than 1.7 million square feet (80,000 square meters to 160,000 square meters)
Lamborghini is a very limited company. Not in the sense that it can’t do much or has limited funds or revenue, but in the sense that it maintains a very low production rate to maintain a certain status amongst its customers. None of its current models, like the Huracan and the Aventador, would be anywhere near as valuable or special if everyone and their brothers had one, and there’s a reason you don’t see them filling the parking lots of every majorly successful law firm: Exclusivity. Not everybody can drive a Lambo, and maintaining low production numbers is a sheer guarantee because we all know, there’s plenty of folks out there with deep pockets.
On the other hand, if Lambo wants to expand its lineup, this is the start of a very good thing. Imagine a future where the company can produce 12,000 models per year, with some 5 or 6 model names, and 50+ model variations in its stable. Not only will profits go through the roof, but the company will be gracing the world with healthy doses of beautiful cars. Meanwhile, by keeping things for each model to such a limited production rate, everything will maintain its exclusivity. Ala – the purists can maintain their deep-pocketed happiness for another few years. Well, until Lambo decides to build a daily driver for the masses hahaha
Read our full speculative review on the 2018 Lamborghini Urus.
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