Lamborghini sets ambitious goals amid slowing market

Challenges

According to Scardaoni, Lamborghini aims to be "the main player" in China's super car segment by 2018, when the brand's first SUV is due to hit the market.

Like all automakers, those in China's super luxurysport car market have also got challenges to deal with. Lamborghini is no exception.

The company faces fierce market competition. More brands have come into the market with smaller engines and cheaper price tags. Lamborghini will have to compete with its rivals, while maintaining its ethos and design.

Customer emphasis on the characterized design of the brand's cars and the need for a comfortable vehicle suitable for daily life have forced Lamborghini to invest a lot to create cars that are both practical but also appealing and racetrack worthy.

The sports car culture is not as popular in China compared with countries like Italy. Therefore the Italian carmaker is making extra efforts to host racing events to promote its brand and help develop sports car culture in China.

Established in 1963 and headquartered in Bologna, Automobili Lamborghini is owned by the Volkswagen Group through its subsidiary brand division Audi AG.

This year marks the brand's 10th anniversary in China. The company is planning an event called "China Giro", which means China Tour in Italian, which will start in Shanghai in mid July, before moving to Guangzhou at the end of the month, Chengdu in September and Dalian in October.