Friday, January 31, 2014

An Exclusive Club: Selling Luxury

It was Lamborghini Day at Inform Interiors as our showroom was selected as the exclusive Canadian presentation site for the the Huracán; the latest model from Lamborghini, and the replacement for the hugely successful Gallardo.  I was invited to attend one of the presentations, and as I'm relatively new to the luxury sales experience I thought it was a great opportunity to see how the legendary automaker handled it.

The simple answer appears to be to make you feel fortunate to be involved with the product.  Today's Lamborghini viewing was by invitation only.  The entrance to the garage was decorated with lights, and the garage itself was set up as a waiting room (furnished by Inform Interiors of course).  Guests had to sign a non-disclosure agreement, and cell phones (confiscated to prevent photography) were securely stored in miniature lockers.  Once inside guests waited in the lounge area and were offered lattés and biscotti (branded with the Lamborghini logo).  Every detail had been carefully thought out to make the experience feel exclusive.

After the presentation I spoke with one of the local Lamborghini sales staff about how they converted the participants at events like this to serious leads.  He explained that being permitted to test drive one of their vehicles had a cost to it.  Not just anyone can have the experience; a Lamborghini test drive meant you were part of an exclusive club.  It seems that many want to be a part of this club too; I overheard two guests discussing a financial commitment to drive the Huricán, and to be the first in Canada to do so.

The Gallardo also made an appearance.
There is also an inherent exclusivity achieved by price.  That's not to say that a Lamborghini isn't an expensive car to make.  Simply based on my limited experience today I can tell you the fit and finish of this vehicle is beyond compare, and that has a cost.  But if the price of an item is taken to the next level, that adds to the prestige of the item.

So how much does this luxury cost?  Well the reported price tag for the Huracán is about $315,000 CDN.  Judging by the attendance of the presentations over the past two days there's no shortage of interest.  In fact, Vancouver is the 8th best market in North America for Lamborghini.  Now if some of them are looking for a new kitchen ...

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