Brand expansion could continue depending on Urus sales

It was only a few years ago when Lamborghini set benchmarks to sell 1,000 units per year. Times have changed since then and House Raging Bull has changed with it. Now, Lamborghini is ready to bring out the Urus SUV, it’s third current model and the ticket to carry sales to 7,000 units per year by 2018. But the Urus isn’t the end of the company’s aggressive expansion because a fourth model is on the horizon.

Lamborghini CEO Stefano Domenicali refused to dive into great detail about the fourth Lamborghini model, telling only Car Advice that the company won’t rush into expanding to a four-model family until its current three-model lineup is stabilized. That would require a few years to get the Urus up-to-speed with market forces while helping maintain relevance for its two supercars, the Huracán and Aventador. Domenicali foresees this stability to arrive after the first wave of production, possibly around 2022 or 2023. From there, discussions of a fourth Lamborghini model could start depending on what market trends are taking place at that time. The timetable is still at least five years away, so fans of the Raging Bull shouldn’t get too excited just yet. But, it’s possibly in the cards. That’s more than what anyone could expect a few years back when exclusivity was at the height of Lambo’s priorities.

Continue after the jump to read the full story.

Times sure have changed

It wasn’t that long ago when the thought of Lamborghini shunning its exclusive status was considered blasphemy. But the current landscape of the auto industry has made it so that the Italian automaker needed to open itself up to other segments if it wanted to improve its business profile. The growth of the SUV market, in particular, provided Lambo with that opportunity and let it be said, the company did the right thing by accepting that invitation and developing an SUV of its own.

2019 Lamborghini Urus Computer Renderings and Photoshop Exclusive Renderings Exterior
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That was a huge factor for Lamborghini, but another trend in the supercar world is also making it possible for Lamborghini to add another model to its lineup.

That was a huge factor for Lamborghini, but another trend in the supercar world is also making it possible for Lamborghini to add another model to its lineup. That trend is the entry-level supercar, something that companies like McLaren, Mercedes-AMG, and even Ferrari are getting on board with. The Prancing Horse, regarded as Lamborghini’s fiercest rival, is rumored to be resurrecting the Dino name for a model that would sit below the 488 GTB. Granted, Domenicali didn’t explicitly say that this fourth Lamborghini will be an entry-level model, but if you project what a four-model lineup could look like, a model that slots below the Huracán makes the most sense.

Note: Lamborghini Huracan Performante shown above

The Lamborghini CEO did say the company will look at all possible scenarios when the time comes for the fourth model to be discussed. “GT cars, four seaters, heritage gives us some ideas, but it’s up to us to think and move in some direction.” he said, before adding that the company is already “thinking to see what will be the technical needs.”

Note: Lamborghini Aventador S shown here.

By the time it starts talking about a fourth model, a lot of things can still happen between now and 2022.

While it does sound like Domenicali is confident that Lamborghini will reach its goals by the time it starts talking about a fourth model, a lot of things can still happen between now and 2022. On that end, it would be incumbent for the company to maintain its focus on what it already has on the table – the Huracán, Aventador, and Urus – before it starts imagining what life would be like with four models simultaneously wearing the raging bull badge.

Here’s to hoping then that all pieces fall into place so Lamborghini has the opportunity to make that happen. Let us know what you think in the comments below.

Source: Car Advice

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