LIVE 24-SEVEN “ 104 THE HERITAGE OF THIS COMPANY IS ONE OF THE BIGGEST
ASSETS WE HAVE. WE ARE NOT THAT OLD, WE WERE BORN IN 1963, BUT IN JUST A LITTLE MORE THAN 55 YEARS WE HAVE BUILT SOME OF THE MOST ICONIC CARS EVER MADE
Lamborghini. There are several levels of interaction with the brand from the point of initial contact, so that you can enjoy the entire path. It can take more than one year to receive your car, as when you decide to buy a car it can take six to seven months to configure it and when you freeze the configuration it can take four to five months to get it delivered according to where you live. It can take even longer depending on customization or limited models like the SVJ planned for the next two years of production, which will be 2021 delivery. Whilst you’re waiting for your car you receive updates via an app and then you receive a lovely picture via your app when it’s on the finishing line. The Unica app is unique to customers who have purchased or are going to purchase a car, so they know the life of the car and they can knock the door of the dealer and say, “Hey, look it’s nearly ready, I’m going to pick it up from you next week!” [laughing].
You must get more and more interesting requests now, based on the cars I’ve seen around London; is there a line you draw where you think something might compromise your brand? We have more than you can imagine [laughing]. We’ve come to an offering which is extremely diversified and we can really accommodate most of them. In the past there have been conversations about some of the colours not fitting the image of the car, but this belongs to the past, every customer has the right to choose what he wants on the car. We have our range, which we think matches what will be appropriate, but if the customer wants me to put diamonds in the car, that is something we can accommodate in certain areas, not on the body for functional reasons, but inside we can discuss it!
In a box on the passenger seat will do me nicely! [laughing] [laughing] Exactly Katie!
A Lamborghini is a significant investment, but upon purchasing one the journey with the company takes on another life, the customer experience is an important part of ownership, isn’t it? Yes, to the point where we have a new department in our company called the Customer Journey. This doesn’t just look after the after sales, it’s all the activities before, right up to the point of possession of your
Last time I met with the CCO it was at a dealership that was the first to receive the new Corporate Identity. He explained that Lamborghini wanted to be more accessible to people in dealership, so be able to touch the leather etc. and also more accessible to those who may not be a customer now, but may be one one day – so open the brand up to people – how has that gone down? We needed to create more space in dealerships to do this and to accommodate the larger rang, which meets the taste of a more diversified audience. The Urus was coming so we had to go for a more diversified Corporate Identity (CI). If you look at this dealership, downstairs we went from a more solemn and should I say intimidating CI to a friendlier, more colourful Lamborghini consistent with our DNA CI. You can see more of the customisation we can do, which is a big part of our CI now, with a room dedicated to it and this is a big part of what we do after we agree to sell a car, this is where the customer really enjoys the process with big screens showing the configuration and what we can do and also the lovely events we organise. It shows them that they are going to be a part of a community with beautiful things that we do and organise… Beautiful – I must say that a Lamborghini has made many an unattractive man very beautiful too! [laughing] [laughing] You are so funny Katie.
For Lamborghini, the future and the past are equally important aren’t they? Absolutely. The heritage of this company is one of the biggest assets we have. We are not that old, we were born in 1963, but in just a little more than 55 years we have built some of the most iconic cars ever made. So today at this dealership, revealing another car, it gives us the chance to remind people how important we are in terms of super sports luxury cars and to understand what we are today, as well as knowing our heritage. The design of the car today shows there is a line we don’t cross, that there is heritage and DNA in the design and that when you look at it you immediately know
LIVE24-SEVEN.COM
INTERVI EW ANDREA BALDI OF LAMBORGHINI
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