Lamborghini Achieved Higher Sales Last Year Than in Its Initial 30 Years of Operation

30 years is a long time. It's an even longer time if you're a fledgling automaker spurned by Ferrari trying to pivot from tractors to supercars. The Lamborghini story is a famous one, but now it's also one of undeniable success. In 2024, Lamborghini sold 10,687 cars. In its first 30 years, it sold some 8,000 bull-badged wedges and a smattering of V12 SUVs. Now, the Urus, continues to bolster its sales, in some cases out-selling the brand's popular supercars. Much has changed in 30 years, and while the numbers can't go up forever, Lamborghini certainly seems to have found its groove.

The Urus Remains the Reigning Champion (Most Likely)

In 2023, the Urus accounted for a significant portion of Lamborghini's sales, with 6,087 units delivered, bolstered by the launch of new trims and models, including a hybrid variant. While we can't definitively ascertain the Urus's impact this year, we can make some educated guesses based on Lamborghini's past statements. The company has indicated that the Hybrid SE model is completely sold out until 2026, which suggests strong demand. However, without specific sales figures for each model, as Lamborghini has typically provided in previous years, it's difficult to draw any firm conclusions.

What’s Happening to the Lamborghinis?

Nonetheless, certain concrete figures are still available. The EMEA region, which encompasses Europe, the Middle East, and Africa, emerged as Lamborghini's primary market, with 4,227 out of over 10,000 units remaining near the company's headquarters in Sant'Agata Bolognese. Additionally, 3,712 units were shipped to the Americas, while the Asia-Pacific region, including China, made up the remaining 2,748 units.

This year's lineup did not consist solely of Lamborghini's latest hybrid model, as the company deemed the final Huracán units as "crucial" to its achievements this year. In time, the Huracán will be succeeded by the Temerario, its hybrid V8 counterpart, but deliveries of the V10-equipped Huracán will still take place throughout this year.

TopSpeed's Perspective

This year, Lamborghini has notably changed its approach to sales reporting, moving away from the detailed breakdowns of the past. In its press releases, the company described 2024 as an "exceptional success" thanks to its new fully-hybrid product lineup. However, it continues to include non-hybrid models such as the Huracán Sterrato to enhance its sales numbers. We may need to wait a year or more to understand the rationale behind Lamborghini's decision to alter its sales reporting methods.