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Sales roaring for Lamborghini in the Middle East

Only nine will ever be sold – and more than half had already gone to buyers in the Middle East before Lamborghini held the world premiere of the Veneno Roadster in Abu Dhabi on Sunday night, writes Simon Pluckrose

At 3.3 million euros before tax (Dhs16.5 million), the 750bhp two-seater has been dubbed the world’s most expensive car.

  1. Lamborghini Veneno Roadster launch in Abu Dhabi 246 copy

    Christian Mastro at the Lamborghini Veneno Roadster launch in Abu Dhabi

  2. Lamborghini Veneno Roadster launch in Abu Dhabi

    Lamborghini Veneno Roadster launch in Abu Dhabi

And given it has flown off the shelves in the region even before they were put up, it’s clear why the Italian motoring icon chose the UAE capital for the Veneno’s first outing.

Christian Mastro, the head of Europe, Middle East and Africa, described Abu Dhabi as a perfect fit for such a “special and unique car”.

The glitzy event was held on the flightdeck of Italian aircraft carrier Cavour, which is visiting the UAE on a five-month tour of the region. Mastro said it was the ideal oppor­tunity to show off the car, which goes from 0-100kph in just 2.9 seconds and has a top speed of 355kph.

He added: “We have been selling cars in this region for many, many years, since the beginning of Lamborghini. And here in Abu Dhabi we have been present since 2005, with an official dealer and showroom. In a few weeks we will have a completely new show­room in Abu Dhabi to prove the commit­ment of our brand towards the region.”

The Middle East is Lamborghini’s third biggest market and is proving very fruitful.

“Lamborghini has been very successful in the Middle East in the past few years. In 2012, we sold and delivered almost 150 units, an 82 per cent increase, and this year we will see another two-digit growth,” Mastro said.

“The customer here has really proved their passion for the Lamborghini brand.”

He added that part of the firm’s success is that it attracts a younger buyer than the likes of Bentley, Ferrari and Aston Martin.

“I think the design of Lamborghinis really suits this market,” he said. “They are more extreme, more fun. And certainly a Lamborghini driver is younger in spirit.

“I think Lamborghini is in people’s blood here, it’s in their DNA.”


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