In a crisis car market, luxury cars are accelerating


Rolls-Royce and Lamborghini are subsidiaries of German groups: the British Rolls-Royce was bought by BMW in 1998; the Italian Lamborghini is today a subsidiary of Volkswagen. Both hover over mainstream manufacturers around the world facing declining orders and semiconductor shortages.

Rolls-Royce achieved a record vintage last year, with sales surging nearly 50% year-on-year. Only 5,586 cars sold but a guaranteed jackpot, notably thanks to the 4×4 SUV Cullinan, at 350,000 euros each. The Italian-German Lamborghini achieved the best sales in its history last year, with 8,400 cars delivered worldwide, up 13% compared to 2020.

These are two specific examples that cannot be compared or equated with the traditional consumer car market. The luxury car market is a niche that ignores the crisis thanks to wealthy customers. The United States remains the first market, followed by China and Germany, almost neck and neck.

Rolls-Royce is preparing the launch of its first all-electric vehicle called Specter. Ditto for the sporty Lamborghini who, for his part, is preparing a hybrid range (thermal and electric engine) which will be ready, normally, from next year thanks to an investment of more than a billion and a half euros over four years. The first fully electric Lamborghini is scheduled for between 2025 and 2030.

In the mind of Lamborghini boss Stephan Winkelmann, the sexiest car is still a two-door car. But the concept is bound to evolve. The all-electric model promised before 2030 will likely be able to accommodate four people. A small revolution for the legendary Lamborghini, recognizable by the roar of its 12-cylinder engine.



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