Lamborghini breaks three of its own records: 2024 will go down in history…
A luxury supercar is already a rare thing. But when a brand manages to sell more than 10,000 in a single year while surpassing €3 billion in revenue ($3.35 billion), that’s a whole new level. In 2024, Lamborghini shattered all of its previous records, both in sales and profitability. And it’s not just by chance—this success is the result of a well-executed strategy, from a fully refreshed lineup and controlled electrification to major industrial investments.
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Three records broken for Lamborghini!
At a time when even automotive giants are starting to slow down, Lamborghini did the exact opposite. First record: with 10,687 cars delivered in 2024 (+5.7% compared to 2023), the brand crossed a symbolic threshold for the second year in a row. On the financial side, it’s even more impressive with two additional records: the brand generated $3.35 billion in revenue (+16.2%), with an operating profit of $905 million (+15.5%). Most notably, a 27% margin—a level that would make most luxury brands, automotive or not, envious. This success isn’t limited to one specific market: all major global regions (Europe, the Americas, Asia-Pacific) are on the rise. Lamborghini is no longer just an Italian dream—it has become a globally sought-after product.
Why Lamborghini is seeing such massive success?
In just 18 months, Lamborghini radically transformed its lineup. Three new models were launched: first, the Revuelto, which replaces the aging Aventador, combining a naturally aspirated V12 with hybrid technology. Then, the Urus SE, the electrified version of its best-selling SUV. Finally, the all-new Temerario, the Huracán’s successor, with a radical design and an entirely new powertrain. This full refresh didn’t just attract longtime fans—it helped the brand reach a broader audience, drawn to hybrid tech without giving up driving excitement. The result: growing demand, full order books, and a stronger brand image.
A factory that never sleeps
To support this growth, Lamborghini has heavily invested in its production tools. In Sant’Agata Bolognese, the historic factory has doubled in size since the launch of the Urus. In 2024, investments continued to support the brand’s move upmarket and the increasing complexity of its new electrified models. In just two years, 1,000 new employees have joined the company (+30% workforce). These new hires show Lamborghini’s commitment to local production, focused on innovation, quality, and sustainability. It’s also a way for the brand to strengthen its industrial footprint in Italy, while preparing for its next phase of growth.
A clear focus on ultra-high-end positioning
What sets Lamborghini apart in 2024 is its ability to remain desirable in an increasingly competitive luxury market. Ferrari is also breaking records, but with an offering that’s sometimes difficult to access. As a result, some wealthy clients are turning to Lamborghini, which is going all-in on personalization. Today, each model can be customized down to the smallest detail, with a level of craftsmanship that borders on artistry thanks to the Ad Personam program. The goal is clear: to make each Lamborghini a unique, high-value object that retains its worth over time. At the same time, the brand is investing heavily in innovation—whether in materials, aerodynamics, or electrification. This ability to blend tradition with the future gives Lamborghini a strong and coherent vision of automotive luxury.
This article explores the reasons behind Lamborghini’s historic success in 2024. Thanks to a renewed lineup, major industrial investments, and a clear strategy focused on the ultra-luxury segment, the Italian brand reached record levels in sales, revenue, and profit. And everything points to this momentum continuing strong into the future.
Source & images: Lamborghini
