Automotive

ThomasM
[PuristS]
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Lamborghini - an image problem?

Sometimes, success has its downside...

Rolex is arguably the most powerful brand in the world of prestige timepieces. As such, images attached with the brand are vivid, and not necessary fair, but such is the nature of being in the image and perception game.  For every ten potential customers who covet a Rolex because of the "image" wearing a Rolex projects, there are a few who refuse to consider one for exactly those reasons, irregardless of the merits of the Rolex watch itself.  Many of those images, alas, including the secondary images of the stereotypical "Roller" wearer, don't seem to be the intent or even necessarily the desire of the Rolex guiding lights. Yet those images are no less powerful or effective in influencing potential buyers affected by such "images and perceptions."

Lamborghini has been on a roll since Audi acquired the company, with the great commercial and critical success of the new models introduced since the takeover. The Gallardo is the best selling Lamborghini model of all time, and the Aventador "big bull" has broken all sales records for the iconic top of the line scissor door and V-12 equipped model line.

Along the way, though, there is a growing disenchantment among the traditional Lamborghini supporters, owners who have loved and own(ed) Lamborghinis since before the Audi acquisition. Increasingly loud grumblings include a sense that the current management, especially in the United States and Italy, are more financial guys and "business suits" focused mainly on profit and revenue growth rather than "car guys" who are performance nuts and gear heads.

Roger Smith vs "Bob" Lutz...though the strange reign of Robert Stempel offers the interesting counter-point that even a car guy may not show results consistent with "car guy" sensitivities. 

Some argue that such corporate "sensitivities" are just a natural part of "growing up" and becoming "big business" - "let the products speak for themselves," they'd say. 

Others point out it is NOT just a natural development of Lamborghini "growing up" and becoming a healthy, strapping ongoing commercial concern. Those who hold this point of view point out that Porsche, arguably as passionately revered and commercially successful a performance car brand as any in the world, some might even say rivalling Ferrari as an iconic sports car brand, is many many times larger than Lamborghini, with a much more rigid, rigourous native business culture, yet most of its managers and executives still convey a sense of real love for motorsports and a deep abiding passion for performance automobiles. And most important of all for any enthusiast that appreciates and values the history, the patrimony, of a brand nearly as much as the latest, newest models rolling down the production line, there is an in-house respect, even reverence, for Porsche history and past models.  History and patrimony is not just carted out as a dog and pony show whenever convenient, and when the tents are folded and the showgirls and boys go home, the historical models and support and respect for those with older models are forgotten, even disdained.

For those that understand the point, there is a HUGE difference between playing history and heritage merely for public relations benefit, and when it is heartfelt and genuinely revered...it's a bit like "me luv you long time, so long as the money lasts..."

A dear friend of mine, a consummate aesthete and shrewd collector with impeccable timing, retired head of a globe spanning infrastructure company of such scale that heads of state and the twists and turns of national and regional politics directly influenced the activities of the company, so much so that he needed to be aware of national zeitgeist and the direction of the political winds, once told me, when speaking about the unstable governments and often venal, self serving politicos of an entire geo-political region, "People get the government they deserve."

Do brands get the customers and image they deserve?

Simon Kidston, a significant but low key player in the high end automotive world for decades, recently wrote in an editorial which made reference to the Grand Giro celebrating Lamborghini's 50th Anniversary -

 "Expect two distinct contingents; ironically, the wilder creations to bear the raging bull badge, from Ferruccio's era and beyond, seem to be driven by genteel types with impeccable manners, while those from the more modern day seem to attract an altogether more raucous crowd whom you wouldn't want to met your daughter and whose driving style concedes little to the laws of physics. The bodyshop owners along the route will be rubbing their hands in anticipation..."

Are these perceptions of the new Lamborghini and their owners justified? (both of the company, and of the cars...)

Does it even matter?

ps:

As PuristS, we usually try to focus on "the important things" whatever they may be - when discussing performance and "quality" or intrinsic merits, whether about watches or sportscars, we try to deconstruct and keep separate mostly confusing issues like brand image and perception.  Not that we dismiss the importance of brand image and perception; nor do we dismiss "intangibles" such as "driving feel" or "pride of ownership" which may or may not be reflected in measured performance...but we do usually try to keep the considerations separate.

We are rabidly committed to this ideal, so much so that we risk tolerating clearly trollish original posts opening a thread, in the hopes that, though the initial post may be deliberately, even manipulatively, inflammatory, even bellicose in content and tone, perhaps a calm and considered discussion of the salient points, such as they are, malicious intents notwithstanding, may yet yield meaningful glimmers of insight and wisdom.

pps:

Top Gear, in their review of the Pagani Zonda, even refers to this "growing up" of the Lamborghini company and models, Richard Hammond saying that (paraphrased, I don't remember the exact wording) "Pagani still retains what Lamborghini and Ferrari have lost..."