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Super luxury car manufacturers play risky SUV models :: Investors

Super luxury car manufacturers play a risky SUV model

Photo: Reuters

Super luxury car manufacturers or sports cars have started a fairly risky game that can prevent them from maintaining the exclusivity of their cars. The reason for this is their decision to enter a new segment – SUV models.

Opinions from the JATO Dynamics analysis company, which show relevant examples. Signs such as Ferrari, Aston Martin, Bentley, Lamborghini and Rolls-Royce turn away from the cars they produce so far and make them so popular. At Lamborghini, this is a two-seater super car, with Aston Martin – fast grand-turer, and Rolls-Royce – big and luxurious sedans.

The purpose of these companies is clear – increasing sales throughout the world, and they are mostly under the largest market – China. European Europe, however, also remains important for manufacturers of luxury super cars or sports cars and this is clear from the statistics. In the first 8 months of 2019, European sales of Aston Martin, Bentley, McLaren, Ferrari, Lamborghini and Rolls-Royce increased by 11%, which is around 11,000 units more than the same period in 2017.

Of these 11,000 units, around 8500 are sports cars and 1200 SUVs (mostly Bentley Bentayga with 1087 sales). The contribution of the sedan is minimal, statistics show, pointing to something else – Aston Martin is the luxury brand that is most dependent on the European market. With that, 53% of sales are on this continent. Followed by Ferrari with 41%, Bentley – 35%, McLaren – 33%, Lamborghini – 26% and Rolls-Royce – 22%.

So far, the number of SUVs of this brand is rather symbolic, but will continue to grow. Lamborghini has just started selling Urus, and Rolls-Royce will launch Cullinan sales at the end of the year. In 2019, Aston Martin will release DBX and Ferrari Purosangue in 2022. Even Bugatti hints he is preparing an SUV to intervene in the struggle for wealthy customers.

Only McLaren stood on the side, and the company said it wasn't their "type of car". But the rest don't worry about SUV-models, which must significantly increase sales. At Ferrari there are currently a limit of 7,000 cars produced per year, but in 2017 it was exceeded by 1,400 units. According to experts, Purosangue's release will generate 14,000 sales per year.

At Lamborghini the situation is similar – now cars sell around 3,500-4,000 units per year, but with this figure the figure will double by 2019. And then, according to experts, the company will pass 10,000 sales a year. Aston Martin is also very dependent on DBX, which aims in 2021 to sell 14,000 cars per year. Now the number is more than 6000.

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