Brand Audit Lamborghini
Table of Contents
Executive Summary 3
Reason to Choose Lamborghini 4
Brand History 5
1963-72……………………………………………………………………………………………………………………………………………6
1973-87 7
1987-93 8
1994-98 9
1998 and beyond 10
Brand Summary 11
Brand Values 12
Points of Parity 12
Unique Selling Point 13
Brand Distinctive Features 13
Brand Identity and Equity 14
Points of Difference 15
Brand Architecture 15
Marketing Environment 16
Target Market….…………………………………………………………………………………………………………………….………16
Competition………………………………………………….…………………………………………………………………………….…16
SWOT Analysis 20
Marketing Strategy 21
Product Line 22
Lamborghini Gallardo….………..………………………………………………………………………………………………….……23
Lamborghini Aventador….…………………………………….…………………………………………………………………….…24
Brand Extension 25
Years of Change 26
Vehicle Nomenclature 27
Corporate Structure 28
Core Business Strategy 28
Recommendation 31
References 33
Executive Summary
Lamborghini is one of those companies which values dreams, aspiration and ambition. Established in 1868, Lamborghini has maintained its true passion throughout the whole life span of almost one hundred and fifty years. Lamborghini has always remained true to its core competency as an automobile brand which will make people think about the future. Its futuristic design along with gorgeous elegance has ensured that it creates a brand image that’s unique and unparalleled in the automobile industry. Creating a brand image such high as Lamborghini is not a piece of cake. But maintaining such a complicated brand image for a long time with timely necessities and demand of the ever-changing market. Lamborghini has been insatiable in its innovation and continual improvement in terms of car design and engineering. What we see in the cars of this brand is exactly what people have in their dreams. Keeping up to the brand image in itself is such a tough ask and Lamborghini is going beyond that by going along with the people’s dreams. It’s miraculous that a brand as
Executive Summary 3
Reason to Choose Lamborghini 4
Brand History 5
1963-72……………………………………………………………………………………………………………………………………………6
1973-87 7
1987-93 8
1994-98 9
1998 and beyond 10
Brand Summary 11
Brand Values 12
Points of Parity 12
Unique Selling Point 13
Brand Distinctive Features 13
Brand Identity and Equity 14
Points of Difference 15
Brand Architecture 15
Marketing Environment 16
Target Market….…………………………………………………………………………………………………………………….………16
Competition………………………………………………….…………………………………………………………………………….…16
SWOT Analysis 20
Marketing Strategy 21
Product Line 22
Lamborghini Gallardo….………..………………………………………………………………………………………………….……23
Lamborghini Aventador….…………………………………….…………………………………………………………………….…24
Brand Extension 25
Years of Change 26
Vehicle Nomenclature 27
Corporate Structure 28
Core Business Strategy 28
Recommendation 31
References 33
Executive Summary
Lamborghini is one of those companies which values dreams, aspiration and ambition. Established in 1868, Lamborghini has maintained its true passion throughout the whole life span of almost one hundred and fifty years. Lamborghini has always remained true to its core competency as an automobile brand which will make people think about the future. Its futuristic design along with gorgeous elegance has ensured that it creates a brand image that’s unique and unparalleled in the automobile industry. Creating a brand image such high as Lamborghini is not a piece of cake. But maintaining such a complicated brand image for a long time with timely necessities and demand of the ever-changing market. Lamborghini has been insatiable in its innovation and continual improvement in terms of car design and engineering. What we see in the cars of this brand is exactly what people have in their dreams. Keeping up to the brand image in itself is such a tough ask and Lamborghini is going beyond that by going along with the people’s dreams. It’s miraculous that a brand as
References: Industry - Automobile Manufacturing Fate - Acquired by Audi (September 1998) Products - Sports Cars, Engines Production Output - 2,197 vehicles (2012) Revenue - 469 million Euro (2012) Total Equity - 837 million Euro (2011) Number of Employees - 832 (2011) Parent - Audi