Up­graded bullpen

Lam­borgh­ini Kuala Lumpur aims to build the brand ex­pe­ri­ence

Top Gear (Malaysia) - - Pace Notes -

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.

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