Lamborghini will introduce new cars during private events instead of auto shows

Italian supercar manufacturer Lamborghini says it will no longer unveil new cars at mainstream auto shows. The company claims that its customers want a more intimate relationship with the brand, something they can’t have through major auto shows, which are usually packed with visitors. Instead, Lambo wants to focus on smaller, private events where customers will feel that they can develop a closer connection to the brand.

Social media is changing the way customers see auto shows

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Lamborghini is among the first companies to have come to accent that the internet and social media are changing the way auto shows work.

Back in the day, it was an automaker’s only way to get to the public. With the entire industry now relying on the internet for marketing, auto shows are more about social gatherings and seeing a car in person before it arrives in dealerships.

And that’s something Lamborghini is no longer interested in, according to the company’s Chief Marketing and Communications Officer, Katia Bassi. Speaking to Autocar India, she said that "we decided to abandon the motor shows because we increasingly believe that to have an intimate relationship with the customer is key and motor shows are no longer aligned with our philosophy."

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This doesn’t mean that Lamborghini will no longer participate at major auto shows. Although they will unveil new cars in more private events with potential customers, the Italians will probably continue to set up booths at big auto shows in Europe and North America. Car shows still provide hype among enthusiasts that don’t necessarily afford a Lamborghini and I’m pretty sure the brand doesn’t want to throw that away.

What’s next for Lamborghini?

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With both the Aventador and the Huracan having been updated to mid-cycle facelift specs, will Lambo release any new products soon? The answer is yes.

First up, the Squadra Corse division is working on a new track-only supercar based on the Aventador.

Details are short right now, but it should arrive with a beefed-up V-12 engine rated at 830 horsepower and an extreme race-spec body. Word has it this supercar will be pretty exclusive with fewer than 50 units scheduled for production.

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We’ve also seen spy shots of a new Huracan model. With the Huracan Evo already available, Lambo is working on a successor to the Performante model. Some reports also claim that Lambo will introduce a model named the Super Trofeo Omologato, powered by the same engine as the Huracan Evo but more than 300 pounds lighter.

Source: Autocar

Ciprian Florea
Senior Editor and Supercar Expert - ciprian@topspeed.com
Ciprian's passion for everything with four wheels (and more) started back when he was just a little boy, and the Lamborghini Countach was still the coolest car poster you could hang on your wall. Ciprian's career as a journalist began long before earning a Bachelor's degree, but it was only after graduating that his love for cars became a profession.  Read More
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