Lamborghini just had its best sales year ever — and the reason why is exactly what you’d expect.
If you take a cross-section of the entire car market, you wouldn’t expect a supercar brand like Lamborghini to sit up there with the high-volume sellers like Toyota. And indeed, the Italian marque didn’t sell anywhere near that many cars, but it sold way more than you might think. For the first time in its 60-year history, Lamborghini broke the 10,000-unit delivery milestone in 2023.
In fact, the company just beat that threshold, shifting 10,112 cars globally throughout the last calendar year. And yes, because I know it’s kicking around in some folks’ heads out there: Those sales figures are largely down to the Urus. Unsurprisingly, that’s one thread Lambo’s $230,000-plus family hauler has in common with the $20,000 Hyundai Venue…people just love SUVs.
On the whole, 2023 was something of a return to normalcy in the industry, as several automakers rebounded their sales volumes from a tempestuous couple years. Wealthy buyers are all the more willing to shell out six figures on the Urus, as Lamborghini sold exactly 3,000 examples just in the U.S. Germany came in second place with 957 units, followed by Chins (845) and the UK (801). Considering Lamborghini’s ties to parent company Audi, it’s not terribly surprising that Germans seem to love the Urus, though what is a little surprising is how few Italians few the flag and bought one of the brand’s latest and greatest. Just 409 cars were delivered to Italy, putting it in eighth place among the car maker’s hottest markets. Mind you, Italians have to pay heavy taxes on high-power supercars, so that probably plays into the cooler domestic demand.
Of that 10,112 total figure, the Urus comprised 6,087 units — or just over 60% of total Lamborghini sales. The Huracan nearly made up the remainder, with 3,962 cars sold (39% of the total). That last 1% included the last Aventadors, as Lamborghini replaced cars lost in a 2022 transporter ship fire, as well as some extremely limited-run models like the Aventador-based Countach LPI 800-4.
As for the Revuelto, Lamborghini’s replacement for the Aventador, we’ll have to wait and see how that contributes to the sales volumes in 2024. The company did already say there’s already a three-year waiting list for its flagship model, though the Urus will undoubtedly continue to effectively line the company’s coffers, especially since a facelifted model is right around the corner.
However much some people value the “e” word (exclusivity), all the renowned exotic car makers are now also in the SUV game, including Ferrari and Aston Martin. Bugatti remains one of the few holdouts…but at this point, I’d say just give it time. Like Bentley and Lamborghini, Bugatti is also under the Volkswagen Group umbrella, so anything’s possible.
