The world's largest Lamborghini dealership is in Montreal
On September 13, 2023, the official inauguration took place to mark the expansion of the Lamborghini Montréal dealership, which officially becomes the largest Lamborghini dealership in the world thanks to the unparalleled size of its showroom, now measuring over 33,000 square feet. The traditional ribbon-cutting ceremony was attended by Andréa Baldi, President and CEO of Lamborghini North America, John and Pasquale Scotti, respectively Founder and General Manager of Lamborghini Montreal, and 550 guests.
Lamborghini Montréal has been in business since 1979, making it one of Lamborghini's longest-serving dealerships. Located in Kirkland, on the west side of Montreal, the dealership already had a large showroom, but John Scotti was thinking even bigger. "Our dealership was already established on a large plot of land, and when I asked the City of Montreal what the maximum surface area allowed for expansion would be, I received a positive answer and chose to go for the maximum surface area allowed". Remarkably, the world's largest Lamborghini dealership is not in Dubai or the United States, but in Montreal...
The new room incorporates all the elements specified by Lamborghini for the layout of its dealerships. The floor tiles, suspended lighting and layout of the customer consultation areas are 100% in line with the brand's standards. Andréa Baldi, the brand's head of North America, told us that he had nothing to complain about and that everything was perfect, pointing out that the dealership's increased surface area was not a request from the brand, but rather a desire on the part of its owners.
More demand than supply
Lamborghini sales are going very well, with demand for its vehicles far outstripping supply. In the first half of 2023, Lamborghini delivered 5,341 vehicles worldwide, 251 more than in the first half of last year. For Andrea Baldi, the challenge is to deal effectively with customer expectations, and to establish clear rules enabling customers to access the brand's vehicles. "We must be transparent with our customers who wish to acquire one or other of our models.
It's a relatively simple process of creating value for our customers. As our production is limited, we first invite them to buy a pre-owned vehicle, before being able to purchase a new one. As our vehicles retain their value over time, this makes them a wise purchase for the customer, who will be able to resell their vehicle, often at the same price they paid for it," explains Andréa Baldi.
Hybrid, then electric
The evening also saw the unveiling of the new Revuelto, a rechargeable hybrid powered by a naturally-aspirated V12 engine and three electric motors. This sports car marks the beginning of the electrification era for the Italian automaker, which is entering the second phase of its Direzione Cor Tauri program by investing 1.9 billion euros in the development of new technologies. Presented in the Lanzador concept unveiled at Monterey Car Week, a new four-seat electric GT will be added to the range in 2028.
Will Lamborghini customers who drive their cars with naturally-aspirated V12 and V10 engines, or with twin-turbo V8 engines in the case of the Urus SUV, follow suit? "Our customers are keeping an open mind about this possible electric-powered model. Let's not forget that our customers own, on average, eight to nine vehicles of all makes, and they're showing an interest in this new direction. So we see this electric GT as a "conquest" vehicle that will enable us to reach new customers, just as the Urus has enabled us to do. It's a project we're going to bring to fruition over the next five years," says Andréa Baldi.
