The rumble of an earthquake is heard as a bright orange Lamborghini cruises along a dark desert road, leaping into evasive sliding turns as the road breaks apart in front of and behind the supercar. It is not clear if the Lamborghini is avoiding the earthquake or creating it as the slogan “A force of nature” appears under the name Aventador and the advert ends.
Lamborghini doesn’t advertise on TV because it isn’t an effective way of reaching the target market for Lamborghini buyers. Like every supercar manufacturer, Lamborghini knows that other methods such as magazines, car shows, and social media are more effective.
While Lamborghini has struggled over the years to sell enough cars to be financially viable, the enduring fame and reputation of the car-maker is a testament to how effective their advertising strategies are. Lamborghini knows exactly who their potential buyers are, and they have learned how to inspire them to become owners.
What’s wrong with TV adverts?
Lamborghinis are typically bought by wealthy middle-aged men. While it is true that wealthy middle-aged men do watch TV, it’s not effective to use TV adverts, and could even be counter-productive, for two reasons.
First, only while TV adverts can reach almost all Americans, only 1% of those people are potential buyers of Lamborghinis. This makes advertising on TV an expensive waste of time and money because all an advert will ever do is entertain people who can’t afford to buy a supercar.
Second, affordable car manufacturers already flood TV time with adverts. This means that Lamborghini runs the risk of cheapening their brand identity and perhaps even appearing comical by running their adverts next to those for Ford and Kia.
Where does Lamborghini advertise?
Lamborghini advertises through a variety of different channels, but predominantly via social media, car-based TV programs, motor shows, magazines, and dealer promotions. Each method has its own advantages for the manufacturer.
Motor shows are great places for Lamborghini to show their model range, launch new cars, and tease the world with concept car designs. Shows such as the Geneva Motor Show attract all of the world’s press to one location and this guarantees them excellent exposure to those who love supercars.
Gearheads are drawn to popular TV shows such as Top Gear, The Grand Tour, and Jay Leno’s Garage so while most views will never be able to buy a Lamborghini, some viewers might be able to lease one. A greater number of potential customers talking Lambos creates word of mouth marketing.
If you’re in the market for a Lamborghini, you’re probably no stranger to your local Lamborghini dealer’s showroom. Being a supercar owner is more of a relationship than a commercial transaction, so dealer promotions and personalized buying opportunities are an effective way to advertise.
Luxury car buyers also buy other luxury products such as watches, yachts, wine, and art. Magazines such as the Robb Report a read my nearly a million people, all of whom have the means to own a Lamborghini, so adverts and related content in these publications have a high rate of conversion.
How does Lamborghini make use of social media?
As owners of Lamborghinis get a bit younger, and users of social media get a bit older, social media has become an important advertising strategy in recent years. Of all the ways Lamborghini does advertise, social media is probably the cheapest and most profitable in terms of costs and returns.
Many young people who can afford, or whose parents can afford, a Lamborghini have popular YouTube channels, sometimes racking up millions of subscribers, all of whom want the lifestyle of their social media idols. These channels represent cheap, highly targeted marketing opportunities.
Lamborghini dealers will reach out to the social media influencers and offer them a new and interesting car for them to drive for a day or a few weeks. The deal on offer is that these people create content around the car and publish it on YouTube and Instagram, guaranteeing Lamborghini great exposure for basically no money.
Another way Lamborghini leverages the power of social media is to invite YouTubers to their headquarters and factory in Sant’Agata Bolognese, Italy, for a tour and driving experience on the track or in the beautiful Italian countryside. This allows the channel owner to create outstanding content which results in millions of people lusting for a new model or special edition from Lamborghini.
If you are seeing sponsored content on your social feeds, then congratulations – you’re the target demographic for a supercar. If not, and you love Lamborghinis, leave the TV off and head on over to YouTube and live the dream vicariously.