Lamborghini chooses Los Angeles for new U.S. office

Posted Mon May 12 2008 10:57 AM by Viknesh Vijayenthiran

The U.S. is the single biggest market for Lamborghini so it comes as little surprise the Italian supercar brand will be setting up a separate sales company exclusively for the country – the first of its kind outside Italy. We first heard news Lamborghini would establish the new sales arm back in January and we can now confirm it will be located in Santa Monica, California.

Last year Lamborghini made 41% of its sales in North America, with California alone accounting for a third of these, which is the key reason the West Coast was picked over the East.

“While we will have to wait until the afternoons to call California from Italy, it was the best decision,” Lamborghini CEO Stephan Winkelmann explained to AutoWeek.“California is where the future trends are. It’s where our PR agency is. It’s where many of our buyers are,” he added.

The new offshoot will be called Automobili Lamborghini America LLC and it will be headed by Pietro Frigerio, the current regional sales manager for the U.S. West Coast. Executives are hopeful a local operation will reduce wait times for dealers who sometimes have to wait for several weeks at a time to receive information on items ranging from service bulletins to special requests for customers.

Reader Comments

Mon May 12 2008 11:00 AM
Gus says

Considering I see at least two a day here in Newport Beach, sounds like it makes sense to me.
Even though I can't imagine owning one up in Los Angeles, with it's crowded streets and generally ruthless drivers.
Maybe I'll go work for them, and get a free car? It's only a 1.5 hour commute for me... :)
Mon May 12 2008 11:35 AM
chris says

you'd have to buy a whole lot more shares in big oil before a 1.5h commute in a lambo made any kind of sense what so ever.
Mon May 12 2008 3:25 PM
Gus says

1.5 hour each way commute never makes sense. Unfortunately, that's what a huge percentage of the population do here. In Diesel Excursions...
Tue May 13 2008 3:19 PM
ohmy says

as Gus said, a dime a dozen here in SoCal.

But i still see less lambos than I do ferraris here in so they still catch my eye unlike ferrari's.

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