Lamborghini says record sales don't diminish its cachet value

Iconic Italian performance car brand Lamborghini says it is not in danger of becoming too common despite five straight years of record sales, including more than 10,000 last year.

Speaking at the announcement of the Revuelto SV, the most powerful and fastest-accelerating Lamborghini production car in history, the company's sales and marketing boss Federico Foschini said its recent success has not diluted the brand’s exclusivity.

“Exclusivity has never been determined simply by production volume,” Mr Foschini told CarExpert.

“Our philosophy has always been to balance market demand with the exclusivity that defines Lamborghini, ensuring that neither comes at the expense of the other.

“The most meaningful benchmark is not the absolute production volume, but how each limited series relates to the size of the Lamborghini customer base at the time it is launched.”

Lamborghini sold a record 10,747 vehicles globally in 2025, marking its fifth consecutive year of record results and the third in a row that it has sold more than 10,000 cars.

This included 272 in Australia, one fewer than the number of Lamborghinis sold here in 2024, but more than both Maserati (263) and Ferrari (220).

Globally, Ferrari sold more cars than Lamborghini, with 13,640 vehicles delivered – nearly double the annual production cap the prancing horse brand's former boss Luca di Montezemolo announced in 2013.

Mr di Montezemolo told the Associated Press in 2013 the brand would limit Ferrari sales to 7000 vehicles annually, having sold 7318 the previous year.

“The exclusivity of Ferrari is fundamental for the value of our products. We made the decision to make fewer cars because otherwise we risk injecting too many cars on the market,” the former Ferrari boss said.

Mr Di Montezemolo was ousted in 2014, before the production cap was lifted to 9000 in 2019 and then effectively abandoned by Ferrari.

Lamborghini’s consistent 10,000-plus annual sales figures do not impact the brand’s cachet value, said Mr Foschini, especially given the expansion of its low-volume models.

These include vehicles such as the Revuelto-based Fenomeno, which was unveiled in 2025 and limited to 29 coupes, before a run of 15 roadsters was announced this year.

“Creating extraordinary and highly exclusive cars has always been part of Lamborghini's DNA,” Mr Foschini told CarExpert.

“Alongside our core product range, we continue to develop Few-Off and One-Off projects that celebrate innovation, design and craftsmanship, while offering our most loyal customers something truly unique.

“Few-Off projects are not simply exercises in rarity, but technological and design showcases that allow us to explore new ideas while rewarding our most loyal collectors.

“These projects complement our expanding Ad Personam program and our limited-series models.

“Regardless of production volume, every exclusive Lamborghini must deliver exceptional emotional and technological content while remaining authentic to our brand values,” he said.

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