Lamborghini is poised to diversify into the sedan segment to appeal to a broader customer base. Its main competitors like Ferrari are already diversifying their product portfolio to retain their dominance in the car market. Even though it has been acquired by Audi, Lamborghini enjoys unprecedented brand popularity and it is a household name for many. The company has earned reputation for building premium sports cars and there isn’t a single sports car enthusiast who is not familiar with Lamborghini. The company is due to launch Urus, its SUV, in 2019 and the car is touted to be a tough competitor for new SUV’s that will be launched by Ferrari, Aston Martin and Rolls Royce.
Lamborghini had launched the Urus concept at the Beijing Auto Show in 2012 and now the classy SUV is poised to change the market landscape. The car is equipped with a turbocharged 4.0-liter V8 engine that delivers 650 hp to the car. The Urus is one of the fastest SUV in the market as it speeds from 0-60 mph in just 4 seconds. Moreover, the SUV has the capability of achieving a top speed of 200 mph. Lamborghini executives believe that Urus will broaden the car maker’s customer base. The car maker has almost doubled its production facility in Italy to meet the predicted customer demands.
It appears that Lamborghini’s diversification strategy does not end with Urus because the company is also planning to launch a four-door sedan along the lines of the Estoque concept car that was showcased in the 2008 Paris show. However, the car’s production never took off even though the car was conceptualized. Now, media reports reveal that the sedan project is back on track and Lamborghini wants to establish itself as a car maker who delivers more than just super cars. The upcoming sedan will be tentatively launched in2021. Lamborghini’s diversification strategy is further strengthened by its vast dealer network that was built when Chrysler owned Lamborghini.