Lamborghini has its best sales year ever in 2024

The Europe, Middle East and Africa region remains the largest market for the Sant’Agata brand, followed by the Americas

The bull continues to charge. Lamborghini has had its most successful year ever, delivering a record-breaking 10,687 vehicles in 2024, a 6% increase on last year’s record. This milestone cements the Sant’Agata-based brand’s position as one of the leading names in the luxury automotive world.

Central to this success is global growth in Lamborghini’s key markets. The EMEA region (Europe, Middle East and Africa) led the way with 4,227 deliveries, an increase of 6%. At the same time, the Americas contributed 3,712 units, a year-on-year increase of 7%, and the Asia-Pacific region (APAC) including China contributed 2,748 units, a year-on-year increase of 3%.

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The company didn’t reveal detailed sales figures for each model, but we can safely assume that the Urus retains its status as the best-selling Lamborghini. The latest version of the SUV is the plug-in hybrid Urus SE, which serves as a replacement for the S and Performante trims.

The company said the electric Urus has received an “immediate positive response globally” and its order backlog is filled until 2026.

Lamborghini hasn’t ignored the outgoing Huracan, playing a “key role in its success in 2024” despite its twilight years. The small Lamborghini is still in production, with deliveries of Sterrato, EVO Spyder, Tecnica, STO and STJ derivatives continuing until 2025. Later this year, the V10-powered Huracan will give way to its electric successor, the Temerario, which features a more powerful plug-in hybrid V8.

Nonetheless, the fastest growing Lamborghini in 2024 is the Revuelto. The order portfolio for the flagship supercar with a plug-in hybrid V12 engine will be extended until the end of 2026.

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Lamborghini is going through a transition period, launching three new models in the past 18 months. After the discontinuation of Huracan production, the Sant’Agata brand will become the first “supercar manufacturer” with a pure PHEV product line as part of the “Direzione Cor Tauri” strategy.

Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, said: “2024 is a year of continued growth for Automobili Lamborghini, in line with the positive trend of the past few years.” The Lamborghini boss added that the 2024 results “underline the success of a strategic balance of supply and demand and a carefully adjusted order mix, enhancing the brand’s attractiveness and the residual value of its products”.

Lamborghini Chief Marketing and Sales Officer Federico Foschini highlighted the support of its global network, which includes 186 dealers in 56 international markets. Foschini added that the brand is “not only a leader in the supercar segment but also a touchstone for the future of luxury cars”.