Lamborghini’s Largest UK Dealership Opens in Hatfield

Lamborghini’s largest UK dealership recently opened in Hatfield, Hertfordshire. The new HR Owen franchise is the 11th dealership in the UK and the largest. The opening event was attended by over 200 UK customers. Stephan Winkelmann, the frontman for Lamborghini, believes that dealerships are critical to the brand’s success. While Lamborghini continues to invest in its digital platforms, Winkelmann believes that dealerships are still important touchpoints for luxury brands.

Dealerships as Brand Ambassadors

Winkelmann believes that dealerships are the ambassadors of the brand. While selling cars is still the main activity, dealerships also entertain and make buyers feel part of the club. In the luxury world, such touchpoints remain hugely important, and their role goes beyond that of selling cars. There is a huge trend of offering things money can’t buy, and Lamborghini needs to create a fuss.

Digital Platforms and Human Interaction

Lamborghini is continuing to invest in its digital platforms, building software to help dealers help customers to configure and explain their cars. However, Winkelmann believes that it has to be humanized and hands-on, with Lamborghini itself never interfering in the sales process.

Wait Time for New Cars

Lamborghini’s wait time for a new car is two years, which Winkelmann thinks is too long. He would prefer it to be no more than 18 months. Residuals are sky-high, so if you sell used, you still get the price of the new car.

Audi Ownership

Winkelmann speaks warmly of Lamborghini’s role in the Volkswagen Group under Audi ownership. Recent reports that Lamborghini doesn’t need Audi support any more because it is so profitable in its own right are “bulls***”. In the electrification era, that relationship is more important than ever. Winkelmann notes three things it simply couldn’t do without: the platforms for its “daily drivers” (the Urus and upcoming 2028 electric GT), software, and batteries.

Brand for Everyone

While the cars are expensive, the brand is one for everyone. Lamborghini invests heavily in its museum, which had 120,000 people visit last year, largely a mix of tourists and school children. It’s at the limit of capacity, but Winkelmann says the market for Asian visitors remains untapped and provides future growth potential, as most visitors now come from Europe and America.

Licensing Deals

Winkelmann is seeking more licensing deals as they are almost pure profit, above 90%. Licensing helps to strengthen the brand. Lego makes the brand friendly, touchable, and accessible. These extra-curricular activities might only be around 1-2% of Lamborghini revenues, but it’s around 5% of the brand’s profits and is “very good business compared to the headcount”.

Social Media Presence

Lamborghini’s presence is also vast on social media, something Winkelmann is keen to keep investing in as the long view is taken that the teenagers of today are the car buyers of tomorrow. Lamborghini focuses more on the brand than the cars or propulsion methods on social media. The company doesn’t want people to fall in love with the engine that powers the car.

Conclusion

Lamborghini’s largest UK dealership opened recently in Hatfield, Hertfordshire. Dealerships remain critical to the brand’s success, according to Stephan Winkelmann, the frontman for Lamborghini. While Lamborghini continues to invest in its digital platforms, dealerships are still important touchpoints for luxury brands. Lamborghini invests heavily in its museum and is seeking more licensing deals to strengthen the brand. The company’s social media presence is vast, and Lamborghini focuses more on the brand than the cars or propulsion methods.