The Lamborghini LP640 will be in the next Batman movie, The Dark Knight, scheduled for 2008 release. The decision has been made because Lamborghini thinks that Batman can help the luxury supercars. The placement in the next Batman movie should get the 640, with a $350,000 price range, national attention.

Despite the fact that Lamborghini had its best year in 2006 with 2,087 sales worldwide, the company is still the Avis among Italian carmakers in America. So it is trying harder to ramp up marketing and win over high-end consumers, though without a lead domestic ad agency and amidst reports that parent company Volkswagen has considered selling it off. Lamborghini’s U.S. sales last year (876) left it trailing fellow Italian luxury automakers Ferrari (5,658, U.S.) and Maserati (2,565, N.A.), per the companies.

"Something like the next Batman film is suitable for our image. We will not be in films that we don’t like. We also have partnerships, most recently with Nokia for a limited-edition phone. We really cannot have strategic alliances like in the normal car business where they sell 100,000 cars. We are working right now on some alliances that can give our car some visibility in other places, even in luxury department stores. We would like to see the brand in places outside the motor business."

Source: Brandweek

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