Lamborghini Kuala Lumpur aims to build the brand experience
Lamborghini Kuala Lumpur has a new showroom in Glenmarie. It’s not a new location – in fact, the 3S facility has been in business for the past few years. So, the refurbished showroom sports Lamborghini’s latest corporate identity but what’s the big deal about that?
It’s far less intimidating, for one. The old design cues relied on black on black colours, with plenty of shine to it, all to show sophistication and modernity, basically. It worked really well. It was like walking into a glitzy high-fashion boutique, only instead of designer shoes, handbags and sunglasses, you found yourself among Raging Bulls with V10 and V12 hearts.
The new design has a more airy feel to it. Lighter colours make the ambience feel less intense. The entire premises spans over 12,494 sq ft, a not inconsequential amount of it dedicated to the service area.
The word to describe the work area is ‘pristine’. The floor has a shine to it and while the workshop has not increased in size, Lamborghini KL managing director Marcus Chye did say the size of each work area around the car is larger. All hoists and lifts are embedded into the floor at each of the seven work bays. The refurbishing cost roughly RM3 million.
The new showroom design was motivated by a single factor: the Lamborghini Urus. After all, the brand’s usual models are all super high-performance cars which clock limited mileage in contrast to the Urus which the company rightfully expects to rack up higher mileage and require a different approach to servicing.
Naturally, the buyer profiles will be different too. Many may not even be very familiar with the brand.
That’s where Ad Personam (the personalisation factor in Lamborghini ownership) comes in. Buyers get to feel and see the range of leather to upholster the seats, for example, or see the actual wheel options available before buying the car. It all just makes the experience better and gets the customer to understand the company better.