Market research: Automobili Lamborghini’s and luxury cars in China

18Jul2013

Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in northeastern Italy. There, it manufactures some of the world’s most sought-after super sports cars. With this year’s presentation of the best-in-class Aventador LP 700-4 at the Geneva Auto Show, Lamborghini has conquered another milestone in the history of luxury super sports cars. With more than 120 dealerships worldwide, Automobili Lamborghini is building on its success in the super sports car industry.

Market research for the Automobili Lamborghini’s development in China

Automobili Lamborghini held an event to celebrate the opening of its 11th store in China in Dalian Xinghai Square. This marked the expansion of Automobili Lamborghini to northeast China. In 2011, Lamborghini opened its first conception store and placed it in Beijing Huamao. This store operates all of Automobili Lamborghini’s products, including clothes, leather, laptops with the new way of operation. With this conception store, Automobili Lamborghini shows its entire line of its products, as is shown by market research in China, allowing consumers to enjoy its elegant demeanor. As a world famous luxury car brand, Automobili Lamborghini seems to be also making its way steady in China.

Lamborghini’s main competitors in China: Bentley, Maybach, Aston Martin

Automobili Lamborghini’s greatest competition in China comes from other world-renowned manufacturers of cars and SUVs, especially from Bugatti, Rolls-Royce and Maybach. Lamborghini needs to differentiate it from its competition since mystery shopping in China has found that these companies all have similar brand reputations.

Bentley motors was founded by W.O. Bentley in 1919 when the first Bentley engine burst into life in London. W.O’s company went through a boom in the 1920s, with an evolving series of acclaimed motor cars and a parade of racing triumphs to prove its outstanding performance capabilities. Located in Crewe, England since 1946 and owned by Volkswagen AG 1988, Bentley Motors is dedicated to making powerful Grand Tourers with the stamina to cross continents at pace, and drive in refined comfort and style.

Maybach has a remarkably distinguished heritage. The company was originally founded in 1909 by Wilhelm Maybach with his son Karl Maybach acting as director. More than 100 years ago, Wilhelm Maybach built a car that revolutionized the car industry. His Opus No.1 went down in history as the first Mercedes, and he is still remembered as the “king of the design engineers”.

With nearly a century of history, Aston Martin has developed into an automotive icon, a brand synonymous with luxury, heritage and authentic craftsmanship. These core values are accompanied by passion: a passion about the cars it produces and a passion shared by its enthusiastic owners. All of its models are and will continue to be hand-built and bespoke using advanced technology.

Edited by Daxue consulting China (Linkedin page for China Market Research and Twitter from DX China Research).

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Picture source: bing