A italiana Lamborghini realizará seus próprios eventos VIPs

Lamborghini Sián. Imagem: Vitor Matsubara/UOL

A fabricante italiana de supercarros Lamborghini anunciou que não participará mais das feiras de automóveis tradicionais. A decisão significa que o lançamento do Sián FKP 37 em setembro de 2019 foi o último lançamento público da marca.

Em vez de dividir o espaço com outras montadoras, a Lamborghini diz que prefere lançar veículos em seus próprios eventos, com um número menor de clientes e VIPs.

Em declarações à “Autocar”, a diretora de marketing e comunicação da Lamborghini, Katia Bassi, disse: “Decidimos abandonar as feiras porque acreditamos cada vez mais que ter um relacionamento íntimo com o cliente é fundamental, e os eventos já não estão alinhados à nossa filosofia.” Bassi acrescentou que a empresa de propriedade do Grupo Volkswagen executará um “programa constante de eventos exclusivos” e incluirá “lançamentos de carros novos em locais especiais, passeios exclusivos, programas de direção para clientes e eventos de estilo de vida em que possamos convidar nossos VIPs.”

Além do Salão Internacional do Automóvel de Genebra, que normalmente acontece em março, mas foi cancelado neste ano devido à pandemia de coronavírus, outros eventos têm se esforçado para garantir a presença de fabricantes. As montadoras, porém, têm preferido cada vez mais lançar novos veículos em em seus próprios eventos, bem longe dos rivais.

Dessa forma, eles garantem uma fatia muito maior da cobertura de notícias sobre automóveis do dia, em vez de compartilhar com todos os outros durante o habitual um ou dois dias da imprensa de um salão do automóvel.

Os lançamentos de produtos online também estão se tornando mais populares, com fabricantes forçados a fazer isso por conta das medidas de distanciamento social. Mas, mesmo após a pandemia, o setor pode muito bem mudar para esse formato a longo prazo.

Sobre isso, Bassi continuou: “As feiras de automóveis em seu formato tradicional proporcionavam uma oportunidade para as pessoas verem novos carros e tecnologias de uma vez, mas influências como a internet e as mídias sociais mudaram fundamentalmente o papel desses eventos. Além disso, a Lamborghini precisa considerar seus clientes, que desejam exclusividade, personalização e contato individual com nossos carros e nossa equipe.” 

 

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