Can Batman help move Lamborghini cars? The luxury auto company thinks so - reports Brandweek. 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.

The Murciélago LP640 Roadster drew a lot of attention from observers at the North American International Auto Show last month in Detroit, but placement in the next Batman movie should get the LP640, with a US$350,000 price range, national attention. Stephan Winkelmann, CEO at Automobili Lamborghini, spoke with Brandweek senior reporter Steve Miller about the automaker's U.S. strategies.

Brandweek: What are your plans to increase awareness in the U.S.?

Stephan Winkelmann: More Lamborghini dealerships in the U.S. and even some strategic alliances that most would not have thought of. There is also some placement . . . the [640] will be in the next Batman movie [working title, The Dark Knight, scheduled for 2008 release], although we are not paying anything. [We want to] boost sales by up to 10% in the U.S. this year, thanks to a little more ambition in the marketing department.

Brandweek: Why the alliance with Batman?

Stephan Winkelmann: We do not pay for product placement. And we do not allow our cars to be placed just anywhere. It has to be perfect. 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.

Brandweek: How important is the U.S. to Lamborghini's overall marketing plan?
 

Stephan Winkelmann: In 2006, 40% of our sales were in the U.S. Our biggest market within the U.S. is the West Coast, where there are more people with money who like to spend their money on cars. We are now seeking, though, to broaden that base to more of the "smile states," from California to Texas to Florida, where you can drive our car year-round. Our dealerships will increase from 100 to 120 in the next two or three years. This year, we will open five, [one each in] in St. Louis; Chicago; Calabasas, Calif.; Greenwich, Conn.; and [West] Palm Beach, Fla. Demand is driving that growth. But we still have to produce fewer cars than we can sell. We have a fixed limit for production every year, and I'm willing to grow between 5-10% this year and then see what we want to do.

Brandweek: Lamborghini has a reputation for performance, but does no corporate advertising. What's the current marketing strategy?

Stephan Winkelmann: One of our biggest goals is to get interested people into the car—then it sells itself. Motor shows are the best way to get pr. We also have customers hit racetracks with our dealers, who live the life of our customers in that they are wealthy people and have access to the circles of our customers. The driving experience of the Lamborghini is one of the biggest drivers to buy a car like this.

Brandweek: Will there be a change in Lamborghini car prices?

Stephan Winkelmann: Price is an important part of our brand but it is not crucial. We start at US$160,000 and go up to US$500,000 for a limited edition. If we changed the price downward, we would have to build more in terms of volume. Even in the luxury business, there is a price comparison. But you will never see a US$100,000 Lamborghini. That just doesn't make sense.

Article by Steve Miller courtesy of Brandweek