Lamborghini, signified by the bull, a recognisable symbol roaring on the streets of Dubai is a brand nearly six decades old with a growing significance and impact until today.
In an exclusive interview with Arabian Business, Rakan Turki, Chief Executive Officer for Lamborghini Abu Dhabi and Dubai said he believes that “a brand’s continued success depends on personalisation, premium customer service, and strong brand representation online.”
It is undeniable that the product only caters to a select section of society, with the ‘cheapest’ car priced at a staggering AED840,000, one can say that the vehicle is not entirely made for all. However, if you do want to buy one, it’s useful to know that you can pick from 348 colours in the comfort of an exclusive customisation lounge.
Complementing the culture of opulence in Dubai, “Through bespoke marketing strategies and exceptional customer services, we strategically align our brand with the aspirations and needs of our Middle Eastern customers in Abu Dhabi and Dubai,” Turki said.
Automobili Lamborghini has the world’s largest dedicated Lamborghini dealer facility in Dubai. “Personalisation goes hand in hand with Lamborghini and most customers seek to design a car that is tailor made to their tastes,” Turki explained.
Situated within the showrooms in Dubai and Abu Dhabi is the Ad Personam lounge which is a special zone for customers who seek personalisation for their luxury vehicle, the space even holds a record for the variety of colour shades and palettes available, 348, to be precise.
The space also houses a saddlery department, allowing customers to customise not only the exterior colour of the car but also the embroidery on the inside.
“Nothing less than a work of art can be created inside a Lamborghini, from the embroidery of peach tree branches and blossoms and the self-portraits of the customer or a favourite pet, to the street art style drawings with raging bull and splashes of colour, not to mention skyline images of a favourite city,” Turki proudly exclaimed.
For those who prefer to place what could be a million-dollar order from the comfort of their home, Turki confirmed that the brand will soon launch a newly developed website that aims to “promote a more immersive journey for customising and ordering Lamborghini vehicles.”
As far as demand goes, “there will always be a demand for supercars,” according to Turki, this serves the client’s expectations “for performance and being part of an exclusive class of drivers.”
Part of the brand’s mission is to “establish a community that actively supports and engages young racers and auto enthusiasts.”
Last year, Arabian Business reported that Lamborghini’s are sold out until 2024 with other brands also facing a shortage of high-priced luxury goods during periods of inflation and the cost of living surge. Wealthy investors are still looking to purchase high-value luxury items, some considering it as an investment due to the sheer gap between demand and supply.
“The UAE has emerged as a key market for us,” Turki said placing emphasis on Dubai, he believes that the city “strives to build a vibrant community and connect like-minded individuals who share a profound respect for the brand’s heritage and performance.”
“Lamborghini’s sharp lines, roaring engines, and an authoritative presence on the road have helped the brand develop into an embodiment of the highest level of automotive excellence. Similar sentiments can be experienced in the UAE, where luxury cars are a passion and enthusiasts from all over the world cherish the brand,” Turki concluded.
Lamborghini Club UAE
Lamborghini owners in Dubai even have their own exclusive club, which is a common unofficial grouping effort in the UAE for car owners of multiple brands allowing them to network and be part of a community.
The Lamborghini Club UAE provides “a common ground for the owners to share their passionate stories of owning and driving a Lamborghini,” the Dubizzle listing said.
Being a part of the car club provides members benefits including free access to platforms and facilities, entry to events, networking and exclusive discounts.
Events are held on a monthly and yearly basis which include meet and greets, track days and rallies.
To become a member of the club, there is one condition “You must own a Lamborghini in the UAE.” Whether the car is customised, standardised or second-hand is of no matter. Lamborghinis continue to dominate the streets of Dubai, so much so that a car that garners admiration in other parts of the world is just another commonplace sight in this city.
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