Aussies buy more Lamborghini Aventadors and Huracans than Urus

Since Audi took control of Lamborghini way back in 1998, the Raging Bull’s reliability, sales and profitability have skyrocketed.

And although the Urus SUV may not be the V12 supercar enthusiasts want, globally it accounts for 60 per cent of Lamborghini’s sales.

In Australia, though, the number is flipped, with the Urus SUV only accounting for 40 per cent of orders.

“It’s because we love loud cars”, Oceania manager Peter Crombie Brown told Wheels at the Australian preview of the Huracan Tecnica this week.

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The Urus making up nearly half of sales here is still significant, of course, and with the Aventador now fully retired and Huracan not far behind, soon Urus will be the only Lambo you can buy brand new.

The sales split between SUV and supercar will fluctuate accordingly over the next few years. But it is nevertheless exciting to see strong demand for cars that make our inner teenager weak at the knees.

In total, Lamborghini delivered 5090 cars across the globe in 2021, a 10-fold increase over the 494 Diablos and Murcielagos sold in 2001.

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Are chip shortages affecting Lamborghini?

The scarcity of raw materials and precious metals has affected the industry widely, but due to its unique positioning in the VW Group’s portfolio, Lamborghini has managed to escape the worst of it.

With Lamborghini’s €1.33 billion (AU$2.05 billion) gross earnings translating to a €425 million (AU$656 million) profit margin, each semiconductor deployed in Aventador, Urus or Huracan makes more money than the same chip getting into, say, a Volkswagen Polo 70TSI Life.

This has meant that Lamborghini has effectively had semiconductors kicked-up the supply chain, which Crombie-Brown said gave the Sant'agata carmaker a leg up over rivals such as Aston Martin and Ferrari in production terms.

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VFACTS numbers tell a different story

Australia’s official sales tallies are released monthly by the Federal Chamber of Automotive Industries (FCAI) in its VFACTS report. By the end of September 2022, 71 Urus cars were registered against 47 Aventadors and Huracans.

This puts the split at 40 supercars/60 SUVs, just like global totals. A spokesperson told Wheels that although official VFACTS numbers will fluctuate based on deliveries, it is the current Australia order bank that sits at 60 per cent supercar, 40 per cent SUV.

The exclusive nature of Lamborghinis means some may not be counted in sales tallies as, if a car isn’t registered at sale, it won’t end up on the official count.

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Special editions such as the Aventador SVJ and track-focussed Huracan STO may be purchased by collectors who choose not to register them for the road immediately and won’t be counted in public sales tallies.

New models coming up from Lamborghini include the lifted Huracan, set to be released later this year, a plug-in hybrid Aventador successor in 2023, more hybrids (and likely Huracan replacement) in 2024 and the first battery-electric vehicle by 2028.