Lamborghini, an Italian sportscar manufacturer, is aiming to utilise the Buddh International Circuit, which is a Formula One racing track situated in Delhi NCR by different means. The company is planning to encourage few potential car buyers by providing them an opportunity to test-drive their car.
This completely owned subsidiary of Volkswagen is aiming to arrange a 'Track Day' at this racing track in winters, from October to November, and provoke 10 to 15 buyers to experience the brilliant power of Lamborghini cars. This track has a length of 5.14 km, wherein the test drive will last from 45 minutes to an hour. With this global initiative, the company is able to convert 15 per cent of its 'Track-Day' participants into sales figures. Therefore, the company is also eyeing to repeat the same story of success in the Indian auto market by conducting this 'Track Day' here once in every year.
Lamborghini aims to register sales of around 18 to 20 cars in 2012, which will show a growth of 40-50 per cent, as compared to 2011. In addition, by the end of 2015, the company believes to sell 50 cars per year.
Stephen Winklemann, President and CEO, Automobili Lamborghini, said, “One of the key factors for improving sales is to bring the people on the circuit. When you see the car you have an idea, but I guarantee that when you drive the car, it is even better. So, there is this factor of freedom and enjoyment when you drive those cars. Driving Lamborghini is about emotion and it is about fun.”
Under the guidance of Pavan Shetty, Head of operations, National Sales Company, Lamborghini, the new initiatives of Lamborghini are considered for the Indian market. The biggest challenge witnessed by sportscar makers in India is road infrastructure, which opposes them to run their cars at decent speed. The list of exclusive sportscar manufacturers who offered their cars in India include Lamborghini, Ferrari, Porsche and Aston Martin; sales figures stood at just 100 vehicles during 2011. Among these 100 units, 14 were accounted for Lamborghini, whereas in China, the company registered sales of more than 342 vehicles out of its overall worldwide yearly sales of 2,000 units in 2011.
Shetty said, “We are planning to have exclusive car showcases at 5-star hotels in Pune and Ahmedabad over the next couple of months and invite some of the key prospective customers. Based on the feedback from these locations, we will go out to other markets too.” He further added, “Since most of our customers are very well educated about the cars they own, it always fascinates them to communicate with the designers and engineers behind the car to get to know more about our cars.”
