Lamborghini Delivers Over 10,000 Vehicles Globally in 2025, Focuses on Personalization and Exclusive Experiences in China

In fiscal year 2025, Lamborghini delivered 10,747 vehicles globally, surpassing the 10,000-unit mark for the third consecutive year. The company reported revenues of €3.2 billion, up 3.3% year-over-year, with an operating profit of €768 million and an operating margin of 24%. Deliveries in the Asia-Pacific region totaled 2,750 units, led by Shanghai as China’s top-selling city, followed by Beijing and the Greater Bay Area. Hangzhou and Suzhou in Eastern and Central China also emerged as key markets. The SUV model Urus SE performed particularly well in non-tier-1 cities like Chengdu, where its delivery share exceeded that in tier-1 cities dominated by super sports cars. Globally, 94% of Lamborghini vehicles delivered in 2025 featured at least one personalized customization option—a trend especially pronounced in China, where high customization rates have become a key driver of increased revenue per vehicle. Adhering to its principle of “quality over quantity,” the brand continues to operate on a customer-order-driven model to preserve its exclusive and scarce positioning. Lamborghini has initiated development of its fourth plug-in hybrid model, which will adopt a 2+2 GT layout, further advancing the brand’s electrification strategy. While the exact launch date remains unconfirmed, the company affirmed that the vehicle’s design language and performance will embody core Lamborghini characteristics. The newly launched Temerario is powered by Lamborghini’s in-house developed twin-turbo V8 engine, capable of revving up to 10,000 rpm, and features a hybrid system that reduces CO₂ emissions by approximately 50% compared to the Huracán. Emphasizing driving pleasure and accessibility, the Temerario includes a dedicated drift mode. Deliveries of the first customer orders in China are scheduled to begin before year-end. In China, Lamborghini has shifted its marketing approach—reducing participation in traditional auto shows and focusing instead on curated, bespoke customer experiences. Key initiatives include the China Giro tour, Esperienza Neve (winter driving experience held in Inner Mongolia), Esperienza Terra (light off-road program tailored for the Urus), and Esperienza Corsa (track events). In 2025, track experiences centered around the Temerario have already taken place in Zhuhai, with additional events planned in Tianjin, Ningbo, and Shanghai. The brand has also introduced several special-edition models exclusively for the Chinese market, including the Revuelto Opera Unica unveiled in Shanghai in 2024 and the Revuelto Ad Personam 20th Anniversary Edition commemorating Lamborghini’s two decades in China. Its customer base is trending younger, with a notably high proportion of female buyers. Word-of-mouth referrals and intimate, community-based events have become vital marketing channels. Lamborghini achieved a record-high market share in China’s super sports car segment in 2025 and maintained a stable position in the super SUV segment. The brand continues to reinforce emotional connection through exclusive experiences while steadfastly upholding its performance philosophy centered on internal combustion engines.