Lamborghini brand analysis

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BRAND ANALYSIS

Transcript of Lamborghini brand analysis

Page 1: Lamborghini brand analysis

BRAND ANALYSIS

Page 2: Lamborghini brand analysis

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Automobili Lamborghini S.p.A. is an Italian manufacturer of luxury sports cars.

Owned by Volkswagen Group through its subsidiary Audi.

Lamborghini's production facility and headquarters are located in Sant'Agata Bolognese, Italy.

Founded by manufacturing magnate Ferruccio Lamborghini as Automobili Ferruccio Lamborghini S.p.A. in 1963.

The objective was to produce a refined grand touring car to compete with offerings from established marques such as Ferrari.

The company's first models were released in the mid-1960s and were noted for their refinement, power and comfort.

- LAMBORGHINI AND ITS SISTER BRANDS

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“Lamborghini creates sports cars that are unparalleled in terms of PERFORMANCE and EXTREME DESIGN with a TOUCH OF PROVOCATION for the DISCERNING CUSTOMER who wishes to STAND OUT wherever he goes.”

Always Different.

Always Lamborghini.- THE LAMBORGHINI MOTTO

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- THE POSITIONING STATEMENT

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“Extreme”

“Challenging”

“Exclusive”

“Aggressive”

“Sensual”

“Uncompromising”

“Italian”

Evocative styling and performance.

No expenses spared to meet high standards.

Engineered to inspire fear in its rivals.

Not for the faint hearted.

Designed to inspire fear in its rivals.

Pushing the limits in every aspect.

Only for the most deserving, select few.

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Flagship modelProduction limited to 4000 unitsExtensive personalisation optionsCarbon fibre monocoqueProduction from 2011 to present

Engine 6.5 L V12Power 690 bhpTop Speed 370 kmph0-60 mph 2.9 secondsWheelbase 2,700 mm Length 4,780 mm Width 2,030 mmHeight 1,136 mm Curb weight 1,575 kg

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OOver 10,000 units producedOne of the most successful modelsCarbon fibre panelsProduction from 2003 to present

Engine 5.0/5.2 L V10Power 520+ bhpTop Speed 325 kmph0-60 mph 3.7 secondsWheelbase 2,560 mm Length 4,300mm Width 1,900mmHeight 1,165mm Curb weight 1,430+ kg

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POINTS OF PARITY WITH COMPETITORS:Exotic cars with

– high performance

– high construction quality

– exotic materials and technologies employed inside and outside the vehicles

Service that offers– personalised customer care

– the sense of belonging to an exclusive club of owners

– little or no customisation for regional markets, maintaining uniformity

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UNIQUE SELLING POINTS OF LAMBORGHINI:– A long history of being the “underdog” when compared to its biggest rival, Ferrari

– Vehicles that are considered way more extreme than rival offerings

– Trademark “scissor” doors that add to the drama

– Legendary unreliability and difficulty to drive at the limit were considered matters of pride in the past

– Some of the rarest, most exclusive vehicles in the world (below 27,000 cars have been sold, ever)

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The rivalry between Ferrari and Lamborghini is decades old, and both lay claim to the throne of the ultimate Italian exotic. While Ferrari has had a historic association with motorsport, Lamborghini has kept its involvement in racing to a minimum. The typical Ferrari owner is an older, successful professional, who has earned the right to own one.

Unique sports cars destined to

represent the excellence of Italian

cars, whether on the road, or on

the racing circuit.

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Aston Martin is a British motoring icon, one of few performance marques from the isles that has managed to keep up with the times and stay competent in the face of rising competition from mainland Europe, America, and Japan. The involvement in motorsport as well as the James Bond connection have only helped the brand grow.

A strong, independent British

brand which is combines the three

elements of power, beauty, and

soul.

The first Porsches evolved from the Volkswagen Beetle, and this has given the brand a sense of accessibility that many other high-end sports car manufacturers lack. The brand is famed for pushing the limits of engineering excellence , and its active involvement in motorsport. In many ways, the thinking man’s exotic.

High performance vehicles with

exceptional driving dynamics, that

also possess outstanding everyday

practicality.

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)FERRARI HAS NOT INVOLVED ITSELF IN TRADITIONAL ADVERTISING PRACTISES TO SHOWCASE ITS BRAND.

THE COMMUNICATION IS DONE PRIMARILY THROUGH ITS INVOLVEMENT IN MOTORSPORT, AS SCUDERIA FERRARI.(“SCUDERIA” IS ITALIAN FOR A STABLE RESERVED FOR RACING HORSES)

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Ferrari uses its racing heritage as a platform for selling its sports cars.Their considerable success in GT Racing and Formula One in particular, havecreated an aura of invincibility around their vehicles.The passion and ability to compete at the highest levels of motorsport lend a senseof credibility to the company’s products, which makes up for the temperamentalnature of the cars.This is further reinforced by car models that are custom made for select customers,like royaltyIt is not uncommon for the company to choose deserving (in most cases, loyal)customers for certain halo models, like the Ferrari FXX, which does not ever truly“belong” to its owner.Their presence in social media is mostly restricted to the accounts for the Scuderia,as well as those for regional associations as well as dealerships.Ferrari allows its brand name and likenesses to be licensed by worthy agencies,allowing them to cash in on the popularity of the brand.As with Lamborghini, some of these decisions have not gone down well with puristsand brand analysts, owing to poor market research, sub-standard quality of theproducts, and inordinately high prices, resulting in poor customer experiences andbrand value erosion.

Select Ferrari branded merchandise

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ASTON MARTIN HAS PERHAPS CONTROVERSIALLY CHOSEN TO EMBRACE DIGITAL MEDIA TO CONNECTWITH THE PUBLIC, WHICH IS NOT IN KEEPING WITH THE STRATEGY FOLLOWED BY MOST LUXURY BRANDS.

BY CHOOSING TO GIVE THE GENERAL PUBLIC ACCESS TO INFORMATION THAT WAS HITHERTO RESERVEDFOR A SELECT FEW, ASTON MARTIN HOPES TO DRAW A NEW DEMOGRAPHIC OF ASPIRING CUSTOMERS.

Aston Martin maintains a steady presence on social networks, updating the world aboutnew products, “experience” programmes, and messages from the management.“Aston Martin Live” is a website that aggregates the posts of the company on varioussocial networks. (http://www.astonmartin.com/live)The company chooses to be on social media, even while conceding that very few of itstarget customers are active on it.The motorsport association that has become a pre-requisite in the exotic car market,comes from the involvement of the company in GT Racing as well as the prestigious 24Heures du Mans.The company also treats its tie up with the James Bond franchise as an importantmarketing tool.

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)PORSCHE TREADS THE FINE LINE BETWEEN EXCLUSIVITY AND ACCESSIBILITY, WITH CARS THAT

ARE FAR MORE AFFORDABLE THAN ITS COMPETITION, BUT WITH PERFORMANCE THAT IS AT LEAST AT PAR. THE COMPANY SPARES NO EXPENSE IN RESEARCH AND DEVELOPMENT, AND ENSURES

THAT THIS IS UNFAILINGLY COMMUNICATED TO THE CUSTOMER.

Porsche is the most active of all the four brands mentioned here, on social networks.The company maintains a presence on all major networks, including a YouTube channelthat constantly showcases innovative technologies being developed by the companyand used in its road and race cars.The brand has had a wide range of tie ups and brand extensions, from golf clubs tovideo games. There has been little brand erosion as a result, as the company isconsidered by many to be more of an everyman’s sports car manufacturer, whencompared to the others in the same product space.Porsche faced considerable backlash from purists when they launched the CayenneSUV in 2002. They believed that an SUV did not belong in the Porsche line-up ofvehicles, but Porsche managed to turn a handsome profit from the sales of the vehicles,and went on to develop the Panamera saloon, another car that rubbed critics the wrongway.Like many other performance car manufacturers, Porsche has tried to improve on thelap times set by its vehicles on the Nürburgring-Nordschleife racetrack, and used this asa marketing tool, to great success.

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• Quintessentially Italian

• La Dolce Vita – The Sweet Life

Brand

Essence

• Loud, brash, aggressive

• Wants to make a statement

Brand

Personality

• Exclusivity

• PassionEmotional Benefits

• Imposing presence

• Unique designFunctional Benefits

• High performance

• Quality materialsFeatures & Attributes

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CORE CONCEPT:“The essence of speed.”

BRAND ARCHETYPE:Jester

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MPERSONALITYDynamicMover and shakerEdgyAmbitious

CULTUREItalianLuxuryHeritage

SELF IMAGEHigh classLiberatedDrivenFlamboyant

REFLECTIONAggressive

DramaticProvocative

RELATIONSHIPPartner in crime

Fickle friend

PHYSIQUERaging Bull

Electric coloursIconic design

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The Essence of Speed

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Gallardo Aventador

The ultimate cars for the discerning individual

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Lamborghini has extended its brand name to a variety of seemingly unrelated products, some of which are accessories that complement

the vehicles and the lifestyle associated with them, and some of which do not gel with the consumers’ perception of the company.

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Acer Lamborghini

VX7

$2,269

Acer Lamborghini ZX1

$1500

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Tonino Lamborghini

Founded by Antonio “Tonino” Lamborghini, the son of FerruccioLamborghini, Tonino Lamborghini

designs and manufactures a line of clothing and accessories, food and beverages, fragrances, furnishings,

and gadgets.

Patrizia Lamborghini

The daughter of Ferruccio, PatriziaLamborghini runs the Lamborghini winery in his Umbria estate. Apart

from a selection of wines, her company offers an “agriturismo”, a

rural holiday retreat.

Centro Studi e Ricerche Ferruccio Lamborghini

The Lamborghini centre of research and study, is a museum built by

Antonio, that honours the legacy of Ferruccio Lamborghni. It houses all

the vehicles developed by Lamborghini through the years.

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1. A Lamborghini Gallardo donated by the company to the Italian police2. The Lamborghini Egoista, one of many concept cars produced by Lamborghini3. The Lamborghini Reventon, a limited edition supercar for buyers hand-picked by Lamborghini4. The Lamborghini LM002, custom-built for the Sultan of BruneiO

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A Presentation by:

Balu G

IIFT Delhi