LIVING MOMENTS N° 6

How does a brand manage to rise and become a myth? What’s its sto- ry? Is it its products? Or is it the out- standing manufacturing process? In the case of Lamborghini pretty much every factor plays a role. This brand in particular maintains an aura of ex- clusiveness. Every vehicle is unique – it is only built to order. This is the reason why this exclusive delight is not to be found on every street corner. Munich – a city, which not for nothing is called the northern- most metropolis of Italy – offers the perfect location for a Lamborghini dealer, as Daniel Kovacs knows. Since 2018, he has been the new CEO of Lamborghini Munich and he has big plans for the future. A customer-ori- ented presentation of the vehicles and exclusive events, such as a facility visit in Sant’ Agata Bolognese, driving training on international racetracks or test drives will promote customer retention. The likeable HP tifosi recog- nizes the signs of the times and knows that the potentials of the brand must continue to be developed. Lamborghini is far more than just loud, aggressive and martial. This is further demonstrated by the com- pany’s latest offspring. Along with the Lambo classics, Aventador and Hura- cán, a super SUV – the URUS – is now part of the famiglia. The Urus – Super Sports Car and Super SUV. A Brand of Superlati- ves! As expected, with this vehicle, Lam- borghini sets a milestone of superla- tives. In the car industry and in me- dia circles the concept of super SUVs has been hotly debated. Because this brand is indeed renowned for its fast and extreme super sports cars which are as far from the family car as the Opel Passat is from a race car. Without compromise, Lamborghini laMBORGhInI I MÜnChEn Fotos: © Lamborghini 42 Living Moments