Lamborghini is off to a shaky start with today’s announcement that it wants to build future cars specifically for women and families. The only issue is that the raging bull’s new boss, Stefano Domenicali, used some eyebrow-raising analogies to get this message across.
Domenicali told Bloomberg‘s Hannah Elliott, “Lamborghini wants to show you a softer side of Italian supercars. A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle.”
The issue here isn’t so much the Lamborghini boss’ intentions to expand the brand’s demographics but more so the assumption that to appeal to the female market, an iconic supercar maker which built its reputation on fast cars needs to soften up.
This will no doubt have people asking the obvious: Women can’t drive uncompromising race cars for the road now?
Speaking further about the upcoming 2018 Urus SUV, Domenicali gave a spin on what a future Lamborghini would be to a new buyer.
“A bull can recognise people with a glimpse of the eye and be smart,” he said.
“He is not always aggressive in a negative way. He’s aggressive because he is very strong animal, but the Lamborghini of the future is an animal that can recognise the beauty of people, can recognise the fact that we are going to a family-oriented business with an SUV.”
In laymen terms we get what Domenicali is trying to say. The Lamborghini SUV will appeal to well-heeled families with diverse backgrounds. Adding the softly approach to their car making portfolio probably wasn’t a necessary in trying to attract the modern woman who is likely a seasoned professional with a solid income. Still, there’s no denying that the Italian car maker has its eyes on the right target.
Porsche managed to achieve this with their SUV range without the need to proclaim their allegiance to any specific gender. If the raging bull can stay within this modest approach to car marketing it should see sales in the segment they’re after – that is “a young (30-45) target audience whose members view themselves as the protagonists of their own lives.”
Right then. They want a younger market with a penchant for style and fun.