Dealerships, Free Access Articles ,

LAMBORGHINI Australia has expanded its national network of showrooms to five with the opening of Lamborghini Adelaide this week, joining locations in Melbourne, Sydney, Brisbane and Perth.

Located south-east of the city centre at 269-275 Glen Osmond Rd, Frewville, the new Lamborghini dealership encompasses sales, service and spare parts (3S), and also serves as a dealership for fellow performance luxury marques McLaren and Bentley.

Measuring 343 square metres, the dealership is a partnership between Lamborghini and Zagame Automotive Group, and allows South Australian Lamborghini customers a local point of reference for servicing their vehicles and purchasing new ones.

While Adelaide-based Lamborghini customers have previously had access to vehicles through Zagame’s Melbourne dealership, it is the first time they will have a dedicated service and parts operation.

The dealership also features a client lounge that includes a car configurator. There is also an area for the company’s Ad Personam customisation program that lets customers touch and experiment with different colour and material combinations, given the high level of personalisation seen on Australian Lamborghini vehicles.

There is additionally an area dedicated to displaying aftersales enhancements a well as a range of Lamborghini-branded clothes and accessories.

Speaking to GoAutoNews Premium, Lamborghini Asia Pacific CEO Matteo Ortenzi said that the new dealership could potentially add 15 to 20 sales for the brand, after achieving a sales record in 2018 of 134 units.

“Adelaide’s market was already partially covered by Melbourne so they were already working in this area,” he said.

Andrea Ruggiero, Matteo Ortenzi, Bobby Zagame & Scott Carse

“Now with the proper location, with this very beautiful showroom, we were able to grow a little bit in terms of the market potential itself, and I think this is a showroom that can easily target 15-20 cars per year.”

Lamborghini Oceania area manager Andrea Ruggiero added that the brand expects the new showroom to make up about 10 per cent of overall volume for the brand locally.

“It is representing 10 per cent of the overall volume in Australia, and definitely everything must be based on the potential of the market here in South Australia,” he said.

“Adelaide is not a city that is comparable to Melbourne or Sydney so you will never see the numbers you can do in Sydney.”

He added that the time was right to open a dealership in Adelaide now that the Urus large SUV is on sale, the added volume of which justifies a dedicated showroom for the brand.

The Urus is expected to make up around 50 per cent of overall Lamborghini volume in Australia, and the brand tipped that, without it, the Adelaide dealership would only achieve around seven to nine sales a year – not enough for its own showroom.

With the Lamborghini network now up to five dealerships, Mr Ortenzi said there were no plans to further expand the Raging Bull’s footprint in Australia.

“Not in the short term,” he said. “If you see our footprint here in Australia, I think the proper one is also similar to our competitors.

“We’re covering the main cities. I was quite keen to have the right location to ensure that we are able to have the right services for our customers and now with this opening, we are in a good condition.

“So also because we always have to look at the profitability of our dealers, they are our partners, so we cannot grow catching all the small potentials in the small cities because maybe you are selling one or two cars on top, but then you are not having a good business for our dealers. So it doesn’t make sense at all. So I think that at the moment this is the right network for Australia.”

Zagame Automotive Group managing director Bobby Zagame said the location for the new dealership was chosen for its size, its location on a main road and its proximity to Adelaide’s wealthier suburbs.

Zagame first began retailing for Lamborghini in Melbourne in 1999, however its foray with the brand lasted only 11 months.

It re-established its partnership in 2012, and has been Lamborghini’s Melbourne-based dealer ever since.

By Robbie Wallis

Manheim
Manheim
Gumtree
Manheim
PitcherPartners
AdTorque Edge
MotorOne
DealerCell
Gumtree
Schmick