Korean Super Sports Car Market, Not Far from Surpassing Japan

【Busan=Kim Hakjae】Italian supercar brand Automobili Lamborghini opened a new showroom in Busan on the 1st, expressing a strong commitment to focus on the Korean market. The establishment of a showroom comparable to the largest in Asia in non-capital areas of Korea is significant as it is positioned in the heart of Busan as a comprehensive 'showroom' capable of sales and maintenance beyond a simple exhibition hall.
Federico Foschini, CMO of Automobili Lamborghini, met with reporters after the opening event of the Busan showroom and emphasized, "The day when Korea surpasses Japan in the super sports car sector is not far off," adding, "Korea is a market with great future growth potential, and as it grows steadily, there is more we can do," highlighting the focus on the Korean market.
In fact, Lamborghini's Korean market is the third largest in the Asia-Pacific and the seventh largest worldwide, having grown rapidly by 169% over five years since 2019.
CMO Foschini introduced, "Korea has become a more important market for us, and it is expected to grow faster in the future," adding, "There are many customers in Korea who passionately love and repurchase the Lamborghini brand."
Foschini CMO cited excellent design and performance as factors for Lamborghini's consistent growth in the Korean market, stating, "We grow every year compared to the previous year. While we strive for brand rarity and unique efforts, maintaining a supply-demand balance is also important, keeping demand higher than supply."
Francesco Scardaoni, Director of the Asia-Pacific region, also said, "The importance of the Korean market is growing in terms of scale and significance," adding, "We will make significant changes in the Korean market in terms of new business."
Regarding the establishment of a large showroom in Busan, Director Scardaoni explained, "It is to meet the demand of people in the southern region," adding, "There are no plans yet to establish large showrooms in other non-capital regions."
This Busan showroom, established in less than a year after the opening of the Bundang showroom in Gyeonggi-do last year, brings the number of large showrooms in Korea to four. To commemorate the opening of the Busan showroom, Lamborghini also showcased a hybrid lineup that represents the pinnacle of its electrification strategy.
Developed in Sant'Agata Bolognese, the V8 twin-turbo HPEV (High-Performance Electrified Vehicle) 'Temerario', the brand's first V12 flagship HPEV 'Revuelto', and the first plug-in hybrid super SUV 'Urus SE' were exhibited.
Lamborghini Busan, located near Centum City in Busan, is a state-of-the-art 3S integrated showroom with three floors above ground and a total floor area of 2710㎡, providing sales, service, and spare parts in a one-stop location. The service workshop is equipped with six dedicated work bays, including a pre-inspection bay, and certified Lamborghini technicians are on site. hjkim01@fnnews.com Kim Hakjae