In 2020, global Lamborghini sales of 7,430 cars worldwide were 9% lower. The USA and Germany were the top markets and Urus the top-selling model.
In full-year 2020, Automobili Lamborghini delivered 7,430 cars worldwide, a decrease of only 9% compared to the sales record set in 2019. The slight drop was mostly attributable to the 70-day production shutdown in the spring, in compliance with Italian government directives and to protect the health of workers during the first emergency phase. In contrast, the second six months saw record sales figures, resulting in the best second half-year for deliveries-to-customers in the company’s history.
Lamborghini Sales by Major Market in 2020
The United States was confirmed as the top market for Lamborghin with 2,224 cars, followed by Germany (607), mainland China, Hong Kong and Macau (604), Japan (600), the United Kingdom (517) and Italy (347).
The two countries with the highest sales growth were South Korea (303 units, + 75%) and Germany (607 units, +8%).
Lamborghini Sales by Model in 2020
The Urus SUV, which in 2019 set a production record of 10,000 units, was again the most successful Lamborghini model with 4,391 cars delivered in 2020.
Both the super sports car lines made a significant contribution to global volumes: the V10 Huracán recorded growing numbers with 2,193 cars sold (+3%), alongside 846 V12 Aventador units delivered worldwide.
The new 2021 year gets off to a positive start with a robust order portfolio: so much so that more than half of 2021’s planned production has already been assigned.
Lamborghini Highlights in 2020
Despite the Covid-19 emergency period that led Lamborghini to a 70-day production shutdown from March to May, Lamborghini realized a continuing program of new product launches: six in twelve months.
- In January the coupé version of the new Huracán EVO Rear-Wheel Drive (RWD) was presented.
- In May, Lamborghini was the first automotive brand to make use of augmented reality for the debut of the Huracán EVO RWD Spyder, the open-air version of its rear-wheel-drive V10 model.
- July brought another open-air car, but in a very limited series of only 19 units: the Sián Roadster, the first open-air Lamborghini featuring ground-breaking hybrid technology based on the company’s iconic V12 engine.
- Next came the Essenza SCV12, a track-only hypercar in a limited edition of 40, engineered by Lamborghini Squadra Corse and designed by Lamborghini Centro Stile;
- and the Huracán STO – Super Trofeo Omologata – inspired by the Huracán Super Trofeo EVO and GT3 EVO racing cars and homologated for road use.
- Finally, at the end of the year, the SC20 was unveiled: a unique specimen of open-top track car type-approved for road use, the first open-top one-off developed by Lamborghini’s motorsport department and designed by the Centro Stile following the wishes of the customer, who was involved in the project right from the first drawings by the Lamborghini designers.
Other important events included significant production milestones (10,000 Urus and 10,000 Aventador units); the offer of new customization options with the introduction of further Ad Personam colors for Urus and Huracán; and the presentation of a special Aventador S designed by Japanese designer Yohji Yamamoto at the inauguration of the new Lamborghini Lounge in Tokyo.
Lamborghini Record Growth on Social Media in 2020
With the pandemic prompting the acceleration of digital channels, Lamborghini reinforced its social media strategy and recorded steady growth throughout 2020.
Instagram is the company’s most successful social network: in just one year, the number of followers has grown from 23 to 29 million, a figure that places it at the top of the most popular super sports car brands’ ranking on Instagram.
On Facebook Lamborghini has 12.9 million fans, and on YouTube the numbers have grown from 1.1 million to the current 1.6 million subscribers.
In addition, in November Lamborghini was the first company in the luxury super sports car sector to establish its own official profile, @lamborghiniofficial, on TikTok, the platform for creating and sharing short videos from mobile devices, a favorite of Generation Z and Millennials. In just under two months, the profile has reached over 131,000 followers.
Lamborghini Squadra Corse
Excellent results were also achieved by Squadra Corse, Automobili Lamborghini’s motorsport department. In 2020, Squadra Corse marked 490 race cars produced since 2009.
In addition, it unveiled the Essenza SCV12, a limited-edition track-only supercar, and the SC20, the second one-off signed by Squadra Corse, both equipped with the naturally-aspirated V12 engine.
Among the various track successes, in January for the third consecutive year, Lamborghini won the 24 Hours of Daytona, the most famous endurance race in America that kicks off the IMSA championship, consolidating the company’s record of successes in the GTD class.
Global Worldwide Car Sales by Brand in 2020 (Full Year)
- BMW (including Mini & Rolls Royce)
- Mercedes-Benz (including Smart)
- PSA Group (Peugeot, Citroen, DS, Opel / Vauxhall)
- Renault Group (including Dacia)
- Volkswagen (VW Car Brand)
- Volkswagen Commercial Vehicles (VWCV)
- Volkswagen Group
“Sales” as reported by brands generally refer to deliveries and not necessarily sales to the customer and final registration. Terms and definitions may vary.