Lamborghini: tapping into the youth market

Campaign Middle East talks to Rakan Turki, CEO of Lamborghini Abu Dhabi & Dubai, about its novel approach

Lamborghini is taking a novel approach to marketing in the UAE, tapping into the youth market.

The glamorous sports car brand has made a name for itself with a long-standing history of sportiness and luxury for wealthy customers.

As the pinnacle of Italian engineering, power and style, the brand is known for its sharp lines, roaring engines, and intimidating presence on the road.

These characteristics make it perfect for the UAE, where luxury automobiles are a passion. Owning a Lamborghini is a great way to say ‘I have made it’.

Campaign Middle East spoke to Rakan Turki, CEO of Lamborghini Abu Dhabi & Dubai, who highlighted the unique campaigns it has done in the last year to boost the brand’s presence in the market.

Young talent

Lamborghini has been smart and built a thriving community of young talent within the UAE’s dynamic racing and automotive landscape.

The brand’s mission has been to establish a community that actively supports and engages young racers and auto enthusiasts, igniting their passion and developing their abilities.

Participating in Lamborghini’s The Real Race – Super Trofeo Esports series has been among the dealer’s most notable efforts to engage with its audience.

In fact, Lamborghini Abu Dhabi & Dubai was the first dealer in the world to partner with the Real Race esports series. The esports tournament was designed to scout racers of the future on a global scale.

Over 100 students took part, competing with professionals on a global platform to be part of the three-member team representing Lamborghini UAE at the final in Nürburgring, Germany.

Design students

Lamborghini Abu Dhabi & Dubai also collaborated with AUD Interior Design Department and AUDesign Lab for a unique competition that focussed on introducing the Lamborghini design ethos to their students.

The students gained inspiration from briefings by the Lamborghini Abu Dhabi & Dubai team on the brand’s heritage and design language, as well as a tour of Lamborghini Dubai where they got a hands-on look at the cars and experienced the customer journey firsthand.

Image credit: Lamborghini Abu Dhabi & Dubai

The winning design drew inspiration from the angular and dynamic design characteristics modelled on the Huracan Sterrato.

Rakan Turki, CEO of Lamborghini Abu Dhabi & Dubai, said: “As a brand that embodies excellence and upholds the highest standards in quality, we strive to create a vibrant community and forge connections between like-minded individuals who have a deep appreciation for Lamborghini’s glorious heritage and unparalleled performance.

“As a result, we will continue to drive unique initiatives that further strengthen our market presence and best serve our enthusiasts moving forward.”

Critical hub

The UAE is the largest market in the region for Lamborghini and a critical hub for the brand’s success.

Abu Dhabi’s Yas Marina Circuit now boasts Lamborghini Abu Dhabi’s state-of-the-art luxury service centre that was inaugurated last year.

The new service centre provides world-class after-sales services to customers, reinforcing the flagship dealer’s commitment to providing high-end experiences to users.

As the brand continues to expand its presence across the UAE, it wants to continue with its automotive innovation and community building.

And attract new fans, drawn to the roar of its engines and the allure of its iconic designs.