Not to be outdone by cross-country rival Ferrari , Lamborghini has announced that it will soon launch a certified pre-owned program. The program will first be launched in the U.S. and Europe, but will eventually be offered throughout the world. As with most certified pre-owned programs, it will only be available through official Lamborghini dealers.
The details of the program have yet to be finalized, but Lamborghini has already decided that advertising will be done by the automaker, not the dealers.
“You’ve got a company that is looking to increase its overall sales in the U.S., and this is a good way of increasing brand recognition and awareness, and at the same time, selling more vehicles,” Tara Baukus Mello, lead market analyst at NADAguides.com, told BrandWeek. But don’t look for the pre-owned program to dilute the Lamborghini brand. “You can’t lose specialness when you are Lamborghini,” she added.
Ferrari started its certified pre-owned program in 2003 and covers seven models dating back to 1998.
Earlier this month, Lamborghini announced that it set up shop for its North American headquarters just outside of Los Angeles, California.
