BusMan
Follow the product 2 – Lamborghini
Product
The Lamborghini Lp700-4 is unique in his market because you
will never find a car that will look alike. Lamborghinis made sure that their
cars do not look similar to other cars. They made exclusive so when people see
the car on the seet they will know it can only be a Lamborghini. Most cars now
a day look very similar and this is where Lamborghini performs strong. In the
well know movie BATMAN the director chose to present the Lamborghini LP700-4
because they needed something that looks futuristic, unique and expensive and
this is what Lamborghini does well
.
This is due to its comprised carbon fiber engine cover, its adjustable spoiler
that changes due to the speed of the car and its superior design with side air
inlets that allows the car to reach the top speed of 350km/h
. Most
cars have changed its engine to a V8 because it is a lot cheaper but
Lamborghini has been truthful to the V12 engine, which makes Lamborghini one of
the last cars with a V12 engine. Lamborghini chose to have a V12 engine because
it makes a superior sound, which is typical for Lamborghini and it also allows
the car to accelerate faster. The A-7 speed ISR gear box help the Aventador to
reach 100km/h in only 2.9 seconds
,
all of this adds to the unique and astonishing experience of driving a one only
Lamborghini. If you buy a Lamborghini you will be always recognized under all
the usual other Luxury sport cars. “Lamborghini creates sports cars that are unparalleled
in terms of PERFORMANCE and EXTREME DESIGN with a touch of PROVOCATION for the
DISCERNING CUSTOMER who wishes to STAND OUT where ever he goes” which fits
perfectly to Lamborghinis slogan Always different, always Lamborghini
.
Pricing Strategy
The RRP (Recommended Retail Price) for a new Lamborghini
Aventador LP700-4 should be between
357,398.14€ and just over $394,031.45€
($400,000 $441,000). The
pricing strategy used by Lamborghini for the Aventador is Skimming because when
they bring out new product, customers know they will only produce a limited
number of cars and therefore they buy the car as soon as it comes out.
Lamborghini uses this to it advantage and sets an initial high price and when
customer stop buying their product they slowly reduce the price. Only 5,000
Aventadors were produced and the first Aventador ever sold was sold for $500,000
compared to $441,000 today.
Like many other car companies
Lamborghini also uses the Optional pricing strategy that allows customers to
choose editions and extras along with their car. For example there are two
special limited editions of the Aventador (Aventador LP 700-4 Pirelli edition, Aventador
LP 720-4 50’ Anniversario) and there are 2 normal editions (Aventador and
Aventador Roadster). The customer is allowed to choose different accessories
and between different packages such as the sport package. This is where
everyone can create his or her own personal and unique Lamborghini.
Place
Lamborghini sells it cars through a no intermediary channel
so they can maximize their profit and remind their customer that this product
is unique and you are not able to buy it everywhere. Lamborghini is also in
complete control of the product, there are no price changes or design changes
since it has no intermediaries, and this shows customers again that Lamborghini
stays truthful to its product and in not influenced by anyone else.
Customer have to drive to the factory in order to buy a car
and talk with the employees in direct contact which gives a sort of personal
touch and it feels more like buying a car from a friends. Having no
intermediaries is useful for future market research, which help the company to
grow and to improve their cars.
Lamborghini has chosen this distribution channel because
they want to keep it personal and special which lets the car standout.
Promotion
Lamborghini does not advertise a lot because they do not
want their advertisements to attract the customers, the customers must be
attracted to the products. Lamborghini only want customer who have known
Lamborghini for a long time and trust and love the car and they do not want
customers who do not respect their product. Lamborghini treat their cars as a
family member and only want to give it to those who share the same feelings.
This makes Lamborghini unique and superior compared to all the other super
cars.
Every time Lamborghini brings out a new product they make a
breath taking advertisement to remind people what Lamborghini does. When the
Lamborghini Aventador came out in 2012 they released 3 videos that I had to
watch a million times because it was just so astonishing.
Of course Lamborghini advertises in magazines and in car
shows but not as often as other car companies does. When they present their car
at a car show they either stand on a podium or they have a lot more space then
the other cars to show how special it is. Lamborghini is advertised in car
magazines and upper class magazines such as CQ.
