LAMBHORGHINI

LAMBHORGHINI

CONTENTS

INTRODUCTION TIMELINE OF OWNERSHIP HISTORY PRODUCTS MARKETING STRATERGIES SALES FIGURES COMPETITORS ANNUAL SALES CONCLUSION

INTRODUCTION TYPE subsidiary FOUNDED Sant’Aganta bolognese, italy

(30 October 1963) as Automobili ferruccio lamborghini S.p.A FOUNDER FERRUCCIO LAMBORGHINI HEADQUARTERS Sant’Agata bolognese,italy AREA SERVED Worldwide KEY PEOPLE Stephan winkelmann, CEO Wolfgang head of design INDUSTRY automotive OWNER Volkswagen group PARENT Audi AG WEBSITE www.lamborghini.com

BRAND IDENTITY• The world of bullfighting is a key part of Lamborghini's identity.

• In 1962, Ferruccio Lamborghini visited the Seville ranch of Don Eduardo Maura.

• Lamborghini was so impressed by the majestic Miura animals and he decided to adopt a raging bulls the emblem for the automaker he would open shortly.

HISTORY Automobili Lamborghini SpA was founded in early 1963

Ferruccio bought a green-field site of 90,000 square metres near Bologna, in SantAgata Bologna which costs him around 500,000,000 lire(335206.22 USD)

He recruit Giotto bizzarrini(former engine designer in Ferrari) to build an v12 engine for Lamborghini.

The Lamborghini 350 GTV prototype was shown to the public on the Turin Auto Show of 1963

In 1964 Bob Wallace became chief test driver for Lamborghini

The first problems came in 1974,a massive orders of tractors was cancelled and due to a big loss he decided to sell the factory to fiat

In 1970, The Automobili Lamborghini Spa had built 400 cars(miura)

Ferruccio lost interest in the company after his tractor factory got into trouble.

Ferruccio sold Rossetti 51% of the company for US$600,000 sold his remaining 49% of the shares to Rene Leimer in 1972

Due to 1973 oil crisis the sale of high performance cars plagued

In 1974, contach came and mark the debut of sessior dorors in lamborghini.

Automobili Lamborghini SpA was officially declared bankrupt by the Italian court during 1978 and Italian court took control over it

In 1978 the company was run by Dr Alessandro Artese, appointed by the courts

In 1980, the Swiss brothers Jean-Claude and Patrick Mimran were appointed to administer the company during its receivership

In 1984 Patrick Mimran was finally allowed to buy the factory for 3,850,000,000 Lire, about 3 million US dollars

On 24 April 1987, Lee Iacocca, president of Chrysler Corporation, took control of Nuova Automobili Ferruccio Lamborghini S.p.A., paying US$25.2 million to the Mimrans.

By February 1994, after $40 million had changed hands, Lamborghini had left Italian ownership, and MegaTech took over the automaker

Megatech, the biggest of the three received 28243 shares, while Sedtco and VPower both got only 3530 shares each but soon Megatech sold all its shares to the other two, Mycom Sedtco got 22760 shares while V'Power received 34140 shares due to some problems in sant'agata

In april 1994 Michael J. Kimberly, former top manager for Lotus and Jaguar was appointednew president to the company

in November 1996 Lamborghini hired Vittorio di Capua as President and CEO The 1996 Balance Sheet showed a 17 Billion Lire loss

On 27 july the new chairman of Volkswagen AG, Ferdinand Piëch acquired Lamborghini in September 1998 for around US$110 million.

The first car produced under audi’s ownership is murcielago.

The entire Board of Director was replaced by managers from Audi AG on November 4, 1998

Lamborghini achieved its highest ever yearly sales figure in 2008, selling 2,430 vehicles.

Due to world financial crisis in 2007 Lamborghini's sales drops almost 50% below their 2008 peak, selling 1,515 vehicles in 2009 and 1,302 vehicles in 2010.

TIMELINE• 1963: The Automobili Lamborghini S.p.A. car factory begins operations.

• 1964: The first Lamborghini sports car, the 350 GT, is delivered.

• 1966: The 400 GT and the Miura P400 are introduced.

• 1968: The Islero 400 GT and the Espada make their debut.

• 1972: The Urraco P250 and the Jarama 400GTS (the last front-engined Lamborghini) are introduced.

• 1974: The Countach LP400 goes into production; Ferruccio Lamborghini sells his remaining 49 percent stake in the company and retires to his estate; the company he founded soon falls into bankruptcy.

• 1976: The Silhouette is introduced.

• 1980: The Bologna Court sells the firm to the Mimram brothers.

• 1982: The Countach LP500S and the Jalpa make their debuts.

• 1987: Chrysler Corporation purchases Automobili Lamborghini

• 1988: The Countach is taken out of production, after 25 years of manufacturing.

• 1990: The Diablo, the world's fastest production car, is first produced.

• 1994: Chrysler sells Lamborghini to MegaTech, which is controlled by Indonesian conglomerate SEDTCO.

• 1995: Ownership of Lamborghini is restructured: Indonesia company V'Power Corp. holds 60 percent interest, MyCom Bhd., a Malaysian company, owns 40 percent.

• 1996: Vittorio Di Capua becomes president and CEO and initiates a major cost-cutting and restructuring program.

• 1998: Volkswagen, through its AUDI AG subsidiary, acquires Lamborghini.

• 1999: Company is restructured into a holding company, Automobili Lamborghini Holding S.p.A., with Automobili Lamborghini S.p.A. an auto making subsidiary; Di Capua resigns as head of the company and is replaced by Giuseppe Greco.

• 2001: The murcielago was introduced

• 2003: Lamborghini made another great car, Gallardo

• 2007: The jet inspires reventon was made,costs half a million,and only 12 were made.

• 2008: Made a record with production of 2430 vehicles

• 2011: The Aventador was introduced and is very expensive.

ENGINE• LAMBORGHINI produce V8 V10 and V12 engine.

• But the most commonly engine used is a V12 engine

• The new V12 6.5L engine produce around 692bhp@8000rpm.

• The first LAMBO was 3.5L.

• LAMBO had a first ever internal combustion engine produced in the firm.

PRODUCTS

Name Duration produced Engine Top speed350GT 1964–1966 135 V12 3.464-litre

(211.4 cid)254 km/h (158 mph)

ESPADA 1968–1978 1217 V12 3.929-litre (239.8 cid)

245 km/h (152 mph)

CONTACH 1974–1990 2041 V12 4.0/5.0/5.2-litre (240 cid)

292 km/h-309 km/h

DIABLO 1990–2001 2884 V12 5.7-litre (350 cid),V12 6.0-litre (370 cid

325 km/h (202 mph)

MURCIELAGO 2001–2010 4099 V12 6.2-litre (380 cid),V12 6.5-litre (400 cid)

330 km/h -343 km/h

GALLARDO 2003–present In production V10 5.0-litre (303 cid),V10 5.2-litre (317 cid)

309 km/h-325 km/h

REVENTON 2008-2010 29 V12 6.5-litre (400 cid) 355.98 km/h (221.20 mph)

AVENTADOR 2011-present In production V12 6.5-litre (New L539)

349 km/h (217 mph)

SESTO ELEMENTO 2012 20 V10 352 km/h (219 mph)

350 GT

ESPADA

COUNTACH

DIABLO

MURCIELAGO

GALLARDO

REVENTON

AVENTADOR

SESTO ELEMENTO

QUALITY POLICY• We design and develop Italian, extreme, uncompromising cars whose purpose is to be a

constant motive of pride for our customers.

• The name Lamborghini means quality, reliability and technical excellence

• We from Lamborghini measure our success in terms of:

• Customer satisfaction

• Staff satisfaction

• Quality of products

• Quality of processes

• On-time delivery

• Productivity

• Effective integration into the Group

CORPORATE RESPONSIBILITY

• To this aim, Automobili Lamborghini S.p.A has adopted a model of corporate governance which complies with all relevant national and international rules.

• Automobili Lamborghini S.p.A. acts in compliance with all conditions of legality, fairness and transparency, in the management of its business and activities

Annual sales• By sales, the most important markets in 2004 for Lamborghini's

sports cars are the U.S. (41%), Germany (13%), Great Britain (9%) and Japan (8%). Prior to the launch of the gallardo in 2003, Lamborghini produced approximately 400 vehicles per year; in 2011 Lamborghini produced 1,711 vehicles

SALES FIGURES

2010: 1302 units (Production: 1064 Gallardo, 163 Murcielago)2009: 1417 units (Production: 922 Gallardo, 331 Murcielago)2008: 2430 units2007: 2420 units (Production: 1951 Gallardo, 629 Murcielago)2006: 2087 units (Production: 1651 Gallardo, 444 Murcielago)2005: 1493 units (Production: 972 Gallardo and 464 Murcielago)2004: 1592 units (1215 Gallardo and 377 Murcielago)2003: 1305 units (890 Gallardo and 415 Murcielago)2002: 442 units (all Murcielago)2001: 297 units (Diablo plus a few Murcielago)

COMPETITORS• FERRARI• BUGATTI• PAGANI• ASTON MARTIN• MCLAREN• PORSCHE• JAGUAR

SWOT ANALYSIS

STRENGTH• Known for superior handling & high speed i.e. performance

• Technology sharing with the sister & parent companies i.e. Audi & Volkswagen

• Small workforce of around 850 employees they design& produce one the best in class products & satisfy the global demand as well, producing around 1800 vehicles a year

• Top of the mind brand recall owing to its stylish looks and power performance

WEAKNESS• Being a super car, it is allegedly under the scanner of

environmentalists who feel fuel consumption is a lot

• Due to its premium nature & pricing the sales are easily affected by the macro-economic events like the late 2000s crisis which lead to halving of its annual sales

OPPORTUNITY• To go increase customer relations events & activities which will

enhance the ownership experience

• To increase the global reach as currently it is present in very few regions

• To do away with the regional quota system & sell on the basis of demand, it was seen that when they launched their models in India the demand far exceeded the supply thus they lost the customer to the competitors

THREATS• The threat is the niche regional players & custom modifiers who

have the regional presence & ability to make a car to exact taste of the buyer

• Intense competition in the niche segment from other premium brands

• Govt policies against high fuel consuming super cars