Manufacturers of super luxury or sports cars have started a fairly risky game that can prevent them from preserving the exclusivity of their cars. The reason for this is their decision to enter a new segment – SUV model.
The opinion of the analysis firm JATO Dynamics, which shows the relevant examples. Signs like Ferrari, Aston Martin, Bentley, Lamborghini and Rolls Royce are turning from the cars they have produced so far and made them so popular. In Lamborghini, these are two super seater cars, with Aston Martin – the fastest-turers, and the Rolls-Royce – a big and luxury car.
The goal of these companies is clear – increasing sales around the world, and they are largely subject to the largest market – China. Continental Europe, however, also remains important for super luxury car manufacturers or sports that is clear from the statistics. In the first 8 months of 2019, European sales of Aston Martin, Bentley, McLaren, Ferrari, Lamborghini Rolls-Royce increased by 11%, which is about 11,000 units more than the same period in 2017.
Of these 11,000 units, about 8500 are sports cars and 1,200 SUVs (mainly Bentley Bentley with its 1087 sales). The contribution of the dressers is minimal, statistics show, pointing to something else – Aston Martin is the most luxury brand in the European market. However, 53% of sales are on this continent. Followed by Ferrari with 41%, Bentley – 35%, McLaren – 33%, Lamborghini – 26% Rolls Royce – 22%.
So far, the number of SUVs of these brands is quite symbolic, but it will still increase. Lamborghini has just begun selling Oros, and Rolls Royce will launch Cullinan's sales at the end of the year. In 2019, Aston Martin will release the DBX and Ferrari in Purosangue in 2022. Even Bugatti has hinted that he is preparing an SUV to intervene in the fight for wealthy clients.
Only McLaren stands by, and the company says it's not their "car type." But the rest did not worry about SUV models, which should significantly increase sales. In Ferrari until recently there was a limit of 7,000 cars produced per year, but in 2017 it exceeded 1,400 units. According to experts, the release of Purosangue will lead to 14 thousand sales per year.
In Lamborghini the situation is similar – now the car sells around 3,500-4,000 units per year, but with this Uros figure will double in 2019. Then, according to experts, the company will pass the 10,000 sales per year. Aston Martin also relies heavily on the DBX, aiming in 2021 to sell 14,000 cars a year. Now they are just over 6000.
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