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Lamborghini CEO Stephan Winkelmann remains circumspect on what US tariffs will mean for the Italian brand’s biggest market.
Lamborghini boss Stephan Winkelmann has remained calm in the face of US President Donald Trump’s trade war that will see cars imported into the United States slugged with a 25 per cent tariff.
Trump announced the 25 per cent tariff on all cars imported by the US from April 3, a move that will ultimately result in higher prices for the consumer. The 25 per cent tariff will also apply to all components imported by US manufacturers, beginning in May.
The move will affect every car brand to varying degrees and could result, according to industry analysts, result in sticker price increases of between $US3000 ($AUD4781) to $US12,000 ($AUD19,124), depending on the model.
However, buyers of luxury brands such as Lamborghini are likely to face much bigger price rises.
The United States is Lamborghini’s biggest market globally, last year selling 10,687 vehicles to US, customers, an increase of six per cent over the previous year.
With even the most affordable model – the Urus S – starting well into six figures $US241,843 ($AUD385,422), potential price increases will run into the tens of thousands of dollars and in some cases (Revuelto, starting from $US608,358), well over six figures.
That’s if Lamborghini passes on the full 25 per cent tariff impost to its customers, something has not yet been decided.
“It’s clear that when you look at the pyramid of [Lamborghini] pricing, the Revuelto will sell less than the Temerario, not only because it’s a bigger car, but also because it’s a more expensive car,” Winkelmann told Drive on a flying visit to Sydney last week.
“So there is, in our world, a clear positioning. There’s a sweet spot, and there’s a trade-off between volumes and pricing. And this, for sure, is going to affect our approach [to the tariffs].”
Winkelmann was quick to dispel the idea that buyer at the Lamborghini end of the pricing scale were immune to the economic impost that Trump’s 25 per cent tariff is set to unleash on the new car market.
“I would be happy [if] there would be immunity,” he said, adding that Lamborghini was in the process of working out its tariff strategy. “We are working on different scenarios for the time being,” he said, “and we will come up with our response in the next days. More than this, I cannot say.”
Rob Margeit is an award-winning Australian motoring journalist and editor who has been writing about cars and motorsport for over 25 years. A former editor of Australian Auto Action, Rob’s work has also appeared in the Sydney Morning Herald, The Age, Wheels, Motor Magazine, Street Machine and Top Gear Australia. Rob’s current rides include a 1996 Mercedes-Benz E-Class and a 2000 Honda HR-V Sport.
