By Park Jin-hai
Italian supercar maker Lamborghini will embark on an aggressive marketing campaign ahead of opening a Seoul office this year, sources said Monday.
In a statement released through its Japan office on Friday, Lamborghini said, “Since the company opened its first authorized dealership in Seoul in 2007, sales and brand awareness have grown quickly, achieving outstanding results. In order to meet this increasing demand, this year Lamborghini has made the decision to open a national sales company with Audi Volkswagen Korea.”
Tokyo-based Automobili Lamborghini Japan, Korea and Oceania said the decision represents a further step forward in the global commercial strategy of the Italian Brand, focusing on a stronger consolidation of its official representation in key countries like Korea.
“This new structure will allow Lamborghini to have better management of car supply and provide an even better service,” it said.
Chamzone Imports, which doubled as the importer and Korean office, will be given dealership status, while its authorization process for imports will be from Audi Volkswagen Korea.
Audi Volkswagen Korea has such automotive brands as Audi, Volkswagen, Bentley and Porches, as well as MAN Truck and Ducati, under its banner.
“Automobili Lamborghini started to recognize the importance of the Korean market. It is setting up an office in Seoul, aiming to facilitate communication between its head office in Italy and one in Korea,” said a Chamzone Imports official.
Lamborghini’s Seoul office is predicted to be completed this year. Details including staffing and the size of the office have yet to be announced.
“Already the import function within Audi Volkswagen Korea has been operating since February,” the official added.
Lamborghini’s sales here have been on a steady rise.
Despite the prohibitive price range for the car, which is between 300 and 700 million won, the company sold 20 vehicles here last year, up more than 20 percent from the previous year.
Lee Dong-hoon, Chamzone Imports general director, speaking at the July launch event for the Huracan, said he predicted more growth potential for supercars in Korea in the coming years. "Still our market revolves around four-door sedans. Until this market sees more two-doors and convertibles, we see growth potential. That will be around 2020."
The sale of supercars with price tags of more than 150 million won numbered 5,616 last year, nearly double the 2,923 a year earlier, according to the Korea Automobile Importers and Distributors Association. The "super luxury car" market accounted for 2.86 percent of total imports, with nearly 200,000 sold last year.