Las Vegas Business Press :: News : Pedal to the metal

Pedal to the metal

The hills of Lake Las Vegas were alive with the sound of the Lamborghini

BY BEN STEPHENS

It's doubtful that anyone at the Lamborghini Gallardo Road Show last week had the willpower not to go from zero to 60 miles per hour in four seconds on Lake Mead Parkway, despite the nearby presence of the local constabulary.

Lamborghini Las Vegas hosted the luncheon and test-drive event at MonteLago Village at Lake Las Vegas, in hopes of increasing awareness of its Gallardo Spyder and Coupe models among invited customers, dealers and media.

About 30 invitees were scheduled to take a spin in the 520-horsepower exotic supercars, which had been transported to the Henderson resort. Southern Nevada is among dozens of scheduled stops the show will make until June.

All photos by Ash Hopkins | Business Press

The faux-Italian architecture of MonteLago Village provides an apt backdrop for the 2007 Lamborghini Gallardo. Lamborghini sports cars are hand-tooled in Sant'Agata, Italy.

Lamborghini Las Vegas Managing Director Carl Cannefax says the Gallardo Road Show was a new concept for the Italian sports car manufacturer. Usually, test-drive events are targeted at people who already are aware of the brand or might even own a car of similar status. "These were people who don't own exotic cars already," he said, adding the idea was that they could "be enlightened" and enticed to make the jump.

Among the Lamborghini staff, Road Show Event Manager Kelly Snyder instructed guests how on to drive the 2007 Gallardos ... a valuable lesson when getting into the high-end beasts for the first time.

SPEEDY SPYDERS

The bright yellow Spyder -- a convertible version of the coupe -- is built with a manual, six-speed transmission. But it also is equipped with a $10,000 E-Gear option that makes it worth sans stick. Instead of the typical gearshift on the console and a clutch, the car has "paddle shifters" on each side of the steering column, one to downshift and one to upshift.

Cannefax says 80 percent of new Lamborghinis in production are ordered with this option, which was introduced in 2004. Available on all five models, it has made people less intimidated about driving the cars. Until people drive them, "they don't understand how easy it is to drive in the E-Gear," Cannefax said.

Snyder and company took drivers onto Lake Mead Parkway, encouraging them to experience the cars' brute strength -- but also to avoid a traffic ticket. On the way back to the hotel he told drivers to put the cars' handling to the test, swerving between orange construction cones as though a slalom course has been set up on Lake Las Vegas Parkway.

A Lamborghini representative says the event was a success, although no one signed any order forms or made deposits on the spot. Cannefax thought things turned out better than he expected. "There'll be some genuine deals come out of this event," he said.

BRING YOUR CHECKBOOK

The base price for the coupe is about $175,000 and $190,000 for the Spyder, Cannefax says. But price proved no hurdle for sales last year, he adds. Lamborghini allocated him a maximum of 48 new cars, all of which he sold.

"The factory just produces a limited amount of cars," he said. "But I'd rather have a room full of them because we'd sell them all."

All Lamborghinis are hand-made to order at the factory in Sant'Agata, Italy. While Cannefax is able to order some of the "entry-level" Gallardo ahead of time, its big brother, the Murcielago, has to have a buyer lined up before it's ever built.

The Gallardo was the only model line present at the road show but Spencer says it wasn't because it had a hard time selling. Its sales were strong because of its price and availability, Cannefax adds. It's also a good car to promote, he continues, because if his colleagues can get drivers in to the entry model, "there's a good chance you might be back to buy the big brother" someday.

Since reaching profitability in 2004, Automobili Lamborghini says it achieved its third record year in fiscal 2006. The company delivered 2,087 cars last year, surpassing the 2,000-unit limit for the first time in its history.

This was a more than 30 percent increase from fiscal year 2005. Lamborghini attributes its success to the introduction of the Gallardo Spyder, the strengthening of its dealer network and "increased international clientele."

Bought by Audi AG in 1998, Automobili Lamborghini S.p.A. has focused on developing new markets, such as Asia and Eastern Europe, and last year it opened showrooms in India and Russia. The company's sales network increased from 65 to 100 dealers during 2006, according to company figures.

The U.S. remains Automobili Lamborghini's most important market, in which 876 units sold in fiscal year 2006, representing a 37 percent jump over the previous year.

The 2007 models are already sold out. Cannefax notes, however, that customers can order 2008 models and take delivery as soon as the fourth quarter of this year.

bstephens@lvbusinesspress.com | 871-6780 x316

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