Lamborghini Admits Competition with Chinese Brands Getting Fiercer

KatadataOTO – Lamborghini, the Italian automotive brand, acknowledges that competition with Chinese brands is becoming increasingly fierce, especially in the era of electrification.

Currently, various Chinese brands are starting to enter the premium and luxury segments. For example, BYD through Denza and Yangwang, then Xiaomi offers a high-performance electric sports car.

Therefore, in an effort to adapt to the era of electrification, Lamborghini has begun to embed hybrid technology in its vehicle lineup.

“China is a country where electrification has reached the next level. Of course, there are certain brands that become the main reference,” said Francesco Scardaoni, Regional Director of Automobili Lamborghini Asia Pacific, when met in Jakarta recently.

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Not only electrification technology, but connectivity and supporting ecosystems such as charging stations and so on are also considered very complete in China.

According to Francesco, this allows Chinese brands to create new trends and become a benchmark for many other automotive manufacturers.

However, he revealed that Lamborghini remains in a different segment from the majority of Chinese brands, especially in the premium class.

There is a unique challenge in persuading Lamborghini consumers to use electrified vehicles. Many customers still prefer high-performance cars with conventional engines.

“They prefer to use a combustion engine, ensuring the emotional level from the sound (of the car) and the driving perspective,” said Francesco.

Francesco said Lamborghini strives to present a driving sensation similar to its conventional version. This is one of their assets in competing with manufacturers from China.

“Of course, we are carefully watching Chinese technology and its new trends. Because they are interesting,” Francesco affirmed.

Lamborghini is still confident it can continue to compete amidst the flood of new products from China that offer lower-priced alternatives.

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For your information, in Indonesia, Lamborghini has just launched its first Plug-in Hybrid Electric Vehicle (PHEV), namely the Urus SE PHEV.

Consumers can already order and see the unit in person at the Lamborghini showroom located in the Kuningan area, South Jakarta.

Every prospective Lamborghini customer who comes to the showroom will be assisted by a certified salesperson and can enjoy a special room for the official Lamborghini merchandise collection.