Stephan Winkelmann, chief executive of Italy’s Automobili Lamborghini Holding SPA, was in the U.S. earlier this month helping to sell limited Versace edition versions of the ultra-lux auto. The cars celebrate Italian designer Gianni Versace SPA’s 100th anniversary.
Twenty of the Lamborghini-Versace cars were presold, according to Winkelmann.
Southern California is Lamborghini’s best market. The automaker’s top U.S. dealership, Lam-borghini of Orange County, is in Santa Ana. The U.S. makes up about 40% of sales.
Lamborghini sells more cars in the U.S. than in Germany, its second largest market, Winkelmann said. The automaker is part of Germany’s Volkswagen AG.
The Keuylian family runs Lamborghini of Orange County. They do well because it’s a family-owned business; they only sell one brand and because of the “mindset of the people,” Winkelmann said.
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Winkelmann: “It’s all about emotions. You have to create demand” |
After a stop at Lamborghini of Orange County, Winkelmann flew out to Miami, where a Lamborghini dealer there is getting set to open.
The following is a bit on what Winkelmann had to say about selling Lamborghinis, which start at about $180,000 for the Gallardo Coupe.
“It’s all about emotions,” he said. “You have to create demand.”
Lamborghini does that by keeping demand ahead of production. The waiting list is about a year, he said. Last year, Lamborghini sold 876 cars. It doesn’t crank out autos the way Ford Motor Co. and General Motors Corp. do, he said.
In Italy, the Lamborghini factory is about 20 miles from rival Ferrari SPA. The proximity is good for both, he said.
“Some customers have both cars,” Winkelmann said.
Who buys a Lamborghini?
Typically, it’s a male entrepreneur who loves Italy. In Asia, the customer is mostly young. In Europe, buyers are older. Americans are somewhere in between.
Most dealers live the lifestyle of their customers, he said. Soon, they’ll be selling more accessories, such as the silver Lamborghini cuff links he was wearing.
Auto Sales Outlook
Last year was one to forget for Orange County auto dealers. Sales were off 6% from 2005, according to the recent Orange County Auto Dealers Association’s latest Auto Outlook report.
This year doesn’t look too promising, either. The association forecasts a 2% dip in sales.
The report also looks at brands and gives the following at least an “up slightly” forecast: Acura, Land Rover, Lexus, Lincoln, Mercedes-Benz, Mini Cooper, Nissan, Jeep, Saturn, Suzuki, Toyota and Volkswagen. The rest, including BMW, Buick, Cadillac, GMC, Honda and Jaguar, are predicted to have flat sales or worse.
People buy autos for four main reasons, according to the association: to replace an old one; because they want a new one; they got a raise; or because it’s affordable.
Only one will be relevant this year, according to the report: because they want one.
It’s likely local luxury dealers, immune to “I didn’t get a raise” or “interest rates are too high” excuses, will see sales increase this year.
MainPlace Marks 20th
Westfield MainPlace in Santa Ana celebrates its 20th anniversary this year with new stores and some sprucing up.
JCPenney is set to replace the mall’s former Robinsons-May store. The redesigned, more contemporary JCPenney, at about 145,000 square feet, will house a Sephora,a “store in a store.”
Nordstrom is set to be redone with new carpeting, dressing rooms, furniture and wall design. The cafe also will get a makeover.
Other stores coming to the mall this year: Windsor Fashions, After Hours Formalwear, Aldo, The Finish Line and Abercrombie Kids.
MainPlace also will get an outside makeover to update the mall’s look and let customers directly enter Coldwater Creek, Chico’s and Soma by Chico’s. The former Roger’s Garden Space will be converted into a new store.
Westfield MainPlace is part of the Australia’s Westfield Group.
Doggie Spa
Lest there are too few places to give your dog a bath, Dogtopia, a full-service daycare and spa is set to open this spring in Lake Forest.
The 7,700-square-foot store is set to have a Webcam so you can catch your dog in the act of bathing or enjoying a doggie treat. The spa charges about $30 a day for doggie day care. Meals are provided or bring your own food.
Dogtopia is a Tysons Corner, Va.-based chain and is in the process of sifting through franchisees for the Lake Forest store. The franchise fee is $35,000.
It costs up to $240,000 to open a Dogtopia, which is being developed by Findley Group, the builder of women’s gym, Curves International.
