Alexandre
Lamborghini continues to post a fine 2024with impressive growth that has enabled it to surpass Ferrari on the American market. While the major Italian luxury brands vie for global market dominance, Lamborghini's figures in the United States and other countries bear witness to its meteoric rise.
Growth close to 25 % in 2024
In 2024, Lamborghini has not only exceeded its own expectations, but also taken a step ahead of its main competitors. After announcing first half of 2024 and a record 3rd quarter 2024our analysis of the brand's sales figures on the first eleven months of the year shows an impressive 24.92 % increase in registrations in top countries worldwide compared with the previous year. In the United States, Lamborghini posted a particularly outstanding performance, with 3,176 registrationsan increase of 22,29 % compared with 2023. For the first time, this figure puts the brand ahead of Ferrariwith 3,097 registrations, grew by a more modest 7 %.
Lamborghini takes the lead in the U.S.
The United States, a crucial market for luxury brands, has played a key role in this success. Lamborghini has recorded continuous sales growth since 2015, and in 2024 it will overtake Ferrari, which is a real turning point. While Ferrari has seen its sales increase slowly over the years, with figures reaching 3 124 registrations in 2023, Lamborghini has really exploded in recent years. In 2024, Lamborghini will overtake Ferrari by 79 registrations in the United States, a symbolic figure in this battle between luxury giants. Lamborghini's strategy seems particularly well calibrated to conquer this market.
| Ferrari | Lamborghini | Maserati | |
|---|---|---|---|
| 2024 (11 months) | 3097 | 3176 | 4452 |
| 2023 | 3124 | 2862 | 7697 |
| 2022 | 2948 | 2275 | 6819 |
| 2021 | 2387 | 2412 | 7682 |
| 2020 | 2070 | 2263 | 5442 |
| 2019 | 2587 | 2716 | 8150 |
| 2018 | 2417 | 1599 | 11339 |
| 2017 | 2759 | 1095 | 14046 |
| 2016 | 2398 | 1041 | 12534 |
| 2015 | 2258 | 1009 | 11700 |
Strong growth worldwide
Far from limiting itself to a single market, Lamborghini is also enjoying exceptional growth in several other key countries. In Germany, the brand recorded a 21,47 %with a total of 1,092 registrations. In Italy, the brand's country of origin, Lamborghini has seen a surge in sales of 31,56 %reaching 471 registrations in 2024. Japan, a very important market for luxury cars, also saw Lamborghini increase sales by 43,19 %with 746 registrations.
Why this dynamic?
Lamborghini's soaring sales in 2024 can be attributed to a number of factors. Firstly, the brand has succeeded in capturing a younger clientele, keen on performance, bold design and an exclusive experience. What's more, the arrival of hybrid models and the gradual transition to more environmentally-friendly powertrains, such as the URUS SE, Revuelto and Temerario, enable Lamborghini to meet the growing demand for low-emission luxury cars. It's also worth noting that, still in the US, according to our survey, the URUS accounts for at least 50 % of sales. For example, in November 2024, 177 URUS out of 315 Lamborghinis.
The figures for December 2024 will be particularly interestingLamborghini should be announcing spectacular results in early 2025. If the trends observed so far are confirmed, 2024 could well be the year of consecration for Lamborghini, consolidating its position as one of the world's leading manufacturers. the leading Italian ultra-luxury brand on the American market.
For the above survey, data for France and the UK are missing (we are working on this). For Switzerland, Ferrari and Lamborghini registrations are not published.
Thank you Volkswagen and Audi...If MASERATI could be sold back to VW, I'm sure that in 2 years they would be profitable...