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Lamborghini Explains Why It Will No Longer Attend Motor Shows

Lamborghini Explains Why It Will No Longer Attend Motor Shows

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FRANKFURT AM MAIN, GERMANY – SEPTEMBER 11: Visitors look at the new Lamborghini Sian during the press days at the 2019 IAA Frankfurt Auto Show on September 11, 2019 in Frankfurt am Main, Germany. The IAA will be open to the public from September 12 through 22. (Photo by Sean Gallup/Getty Images)

Italian supercar maker Lamborghini has announced it will no longer attend traditional motor shows. This decision means the September 2019 launch of the Sián FKP 37 hypercar was the brand’s final public reveal.

Instead of sharing the show floor with other car companies, Lamborghini says it would rather launch vehicles at its own events, in front of a smaller gathering of customers and VIPs.

Speaking to Autocar, Lamborghini’s chief marketing and communications officer Katia Bassi said: “We decided to abandon the motor shows because we increasingly believe that to have an intimate relationship with the customer is key and motor shows are no longer aligned with our philosophy.”

Bassi added that the Volkswagen Group-owned firm will run a “constant program of exclusive events,” and these will include “unveils of exclusive new cars in special locations, exclusive tours and driving programmes for both customers and prospects, and lifestyle events where we can invite our clients, prospects and VIPs”.

The move shouldn’t come as too much of a surprise, as manufacturer attendance to most annual motor shows has been in decline in recent years.

Aside from the Geneva International Motor Show, which normally takes place in March but was cancelled this year due to the coronavirus pandemic, other events have struggled to secure the attendance of manufacturers. Instead, car companies have increasingly preferred to launch new vehicles on their own terms, at their own events, well away from rivals.

That way, they are guaranteed a far larger slice of the day’s motoring news coverage, instead of sharing with everyone else during a motor show’s usual one or two press days.

Online product launches are also becoming more popular, and manufacturers forced to do so while Covid-19 social distancing measures remain in place may well switch to that format for the long term.

To that end, Bassi continued: “Motor shows in their traditional format have provided an opportunity for people to see new cars and technologies under one roof in a timely way, but influences such as the internet and social media have fundamentally changed that traditional motor show role. Moreover, Lamborghini needs to consider its customers, who want exclusivity, personalization and one-to-one contact with our cars and our personnel.”

One can’t help but feel saddened by the news. It might not affect Lamborghini’s balance sheet, but children (and childish adults alike) will no longer get to stare in awe at the company’s latest, greatest, maddest supercars in the flesh.

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