Italian carmaker, Lamborghini has declared that it will no longer attend traditional motor shows, making the September 2019 launch, its last public reveal.

Lamborghini motor shows
The Lamborghini Sián FKP 37 launched in September 2019

Lamborghini would rather display its new products at private events organised by the company. This would mean having a smaller and more defined audience.
Speaking to Autocar, Lamborghini’s chief marketing and communications officer, Katia Bassi said:

“We decided to abandon the motor shows because we increasingly believe that to have an intimate relationship with the customer is key and motor shows are no longer aligned with our philosophy.”

The move doesn’t come as too much of a surprise, as the general manufacturer attendance to most annual motor shows has been in decline in recent years.
Companies now prefer exclusive launching, which allows them a wider press coverage than having to show with others at a car show.

Online product launches are also gaining popularity, because of the social distancing measures in place as a result of Covid-19.

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Motor shows in their traditional format have provided an opportunity for people to see new cars and technologies under one roof in a timely way, but influences such as the internet and social media have fundamentally changed that traditional motor show role. Moreover, Lamborghini needs to consider its customers, who want exclusivity, personalization and one-to-one contact with our cars and our personnel.”


This new development will definitely affect Lamborghini fans who always look forward to seeing great pieces on display at motor shows every year.

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