What is the best-selling Lamborghini?

Lamborghini has never sold as many cars as in 2023. Exceptional figures driven by a model that is just as remarkable.

In 2023, Lamborghini sold a total of 10,112 cars worldwide, marking a 10% increase compared to the previous year. These are extraordinary figures for a brand that has managed to reinvent itself, and above all, take a risky path… that of SUVs! The very powerful and elevated Lamborghini Urus alone accounts for nearly two-thirds of sales with 6,087 units sold. The Huracan range follows with 3,962 units sold.

Launched in 2018, the Urus was not exactly the model one would expect from a manufacturer like Lamborghini. Weighing 2.5 tons and measuring 5.11 meters long, it naturally stands out in the Sant-Agata Bolognese brand’s lineup, but ultimately for the best. Its success is due to an exceptional design that captures and conveys the brand’s codes. In terms of chassis and engine, it benefits greatly from the expertise of the parent company Audi.

Engine Exception

But the biggest strength of luxury brands lies in the extremely high margins they can generate on limited-edition and/or ultra-personalized models. Even if official figures are difficult to obtain, it can be estimated that Lamborghini sold around 60 limited-edition cars… 60 mechanical jewels for which the profit margin can reach six zeros…

The North American continent remains the best market with over 3,000 Lamborghinis sold, followed by Germany and China with 961 and 845 units respectively. Next are the United Kingdom with 801 and Japan with 660 cars sold.

Now, Lamborghini must negotiate the shift to electrification without losing its soul.

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