LAMBORGHINI v2:june09 25/06/2009 09:34 Page 96
Charging Forwar
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Luxury is a relative concept. What items can we fully attribute
to this category? Today luxury lifestyle implies more than mere
possession of expensive and rare items. Always the best and in
everything – this is the definition of contemporary luxury
lifestyle. And when it comes to cars, Lamborghini is the direct
embodiment of this style. 100Thousand Club met
Lamborghini’s Brand Director and Head of Design Manfred
Fitzgerald and asked him about all the secrets.
Both you and Chief Executive Stefan Winkleman reenergized and to an extent have
reinvented the Lamborghini brand under the VW Group stewardship. What were the
challenges when you first took over?
Manfred Fitzgerald. Well, this is going back about almost ten years now. In 1999 as I assumed
the position of marketing manager, a market scene was non-existent here at Lamborghini. It was
a name there, Lamborghini, but it was not filled with any kind of content, so the biggest challenge
was giving this company a very unique image, something that everybody could understand, some-
thing that was not ambiguous. So to create a distinct image of this brand was the first challenge
which I encountered.
What is the long-term vision for the company and what has your overall strategy been?
MF. Back then there was nothing there, so what I did was define the brand values, first and fore-
most. These brand values, in total there are seven and reduced to three –aggressive, uncompro-
mising and Italian – is what we’re always focusing about. That is our guideline for anything that
we do, communication-wise, for product, all that what we’re about is basically transmitted by these
seven brand values.
So nine years was a pretty difficult task back then because you didn’t have a clear idea of
what Lamborghini stood for. If you went through the dealerships, everybody had a sort of island
solution; everybody interpreted the brand in a different way. So I went out to create, starting from
the brand values, also a regular CICD — corporate identity, corporate design. It’s so important for
a luxury brand like ours to have such a clear idea and a clear vision of where you want to bring
the brand and where you want to go, so that was sort of the first milestones that we achieved. You
have to be very, very consistent in your approach, so I had a clear vision where I wanted to see this
brand out in the future, and we went about doing that.
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