Small towns go big on Lamborghinis

NEW DELHI: Difficult to believe, but one in four of the super-luxury Lamborghini cars — with an on-road price in excess of Rs 4 crore — is being bought in the hinterland and the country’s smaller towns and cities such as Ludhiana, Kanpur, Guwahati, Salem, Surat, Madurai, and Indore.
Once a coveted buy, mainly for the wealthy in metro cities such as Delhi, Mumbai, Bangalore and Chennai, the ultra-expensive vehicles — such as sports cars Aventador and Huracan, and SUV Urus — are increasingly finding buyers in smaller towns where new-generation entrepreneurs, and those from multigenerational business families are buying them for a status upgrade and to announce that they’ve ‘arrived in life’.
While flaunting wealth was avoided in many of these cities previously, the trend has been changing over the past few years, even when it comes to moving around in a top luxury brand like Lamborghini.

“In 2015-16, the demand was largely concentrated in metros as smaller cities were contributing only in single digits to our business. Today, 25% of our business is coming from tier-1 and -2 cities,” Sharad Agarwal, head of Lamborghini in India, told TOI, adding that the trend has become more pronounced after the company drove in its first full-bodied vehicle, the Urus SUV.
Lamborghini has completed the sale of 300 units in India since it began business in the country, and the last100 came in the previous two years against the seven years it originally took to crack the three-figure mark.

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