While the Ferrari movie currently out in cinemas is certainly a much better way to spend two hours of your life than the equivalent Lamborghini movie that went straight to streaming last year, the German-owned supercar maker did have one victory to tout.

    Lamborghini beat its ‘pure blooded’ (or purosangue, as you’d say in Maranello) Italian rival in the 2023 sales race in Australia.

    With the 2023 sales record of 241 for Lamborghini and 215 for Ferrari, we believe it marks the very first time (at least, as far as our records go back) that Lamborghini has outsold Ferrari in Australia in a single calendar year.

    While it may appear as though it wasn’t a fair contest, with Ferrari suffering heavily from supply issues with its popular 296 GTB/GTS and its Purosangue SUV only just starting to arrive, Lamborghini had supply ills of its own.

    Its popular Urus was supply-constrained, with Lamborghini delivering only 82 examples. The brand managed to sell more sports cars, with 159 Huracans (and a few Aventador Ultimates) delivered.

    The sales record for Lamborghini sees an increase of 37 per cent over 2022 while Ferrari saw a more modest six per cent growth in the same period. The Volkswagen Group-owned brand relied heavily on Huracan STO deliveries in 2023 to set its sales record.

    Given you can no longer order a Huracan – last production of the Tecnica is expected by middle of this year – and the replacement model (twin-turbo V8 hybrid, by all accounts) is set for unveiling around the same time, Lamborghini would have to rely heavily on Urus and Urus Performante sales in 2024 if it seeks to maintain the lead.

    Deliveries of the new Revuelto will also grow the tally incrementally, while the Huracan replacement won’t arrive locally until late 2025.

    On the other hand, the exceptionally high number of orders for pretty much all Ferrari models (bar, perhaps the Roma) and fewer supply constraints should see the Italian brand step back on the top podium spot in 2024. We also hope the sales record can be reflected in the team’s Formula 1 success for this season.

    Alborz Fallah

    Alborz is the founder of CarAdvice (sold to Nine and now Drive) and co-founder of CarExpert. He is an honourary adjunct professor & entrepreneur in residence at the University of QLD. He loves naturally-aspirated V8s, V10s and V12s and is in denial about the impending death of the internal combustion engine.

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