Lamborghini Kuala Lumpur launched its refurbished showroom in Glenmarie earlier today. It’s not a new location, in fact it’s the same 3S facility which they have been operating out of for the past few years so what’s the big deal about this event? Sure, the new showroom sports Lamborghini’s latest corporate identity but what is the difference?
It’s far less intimidating, for one. The old design cues relied on black on black colours, with plenty of shine in it. All to show sophistication and modernity, basically; and it worked really well. It was basically like walking into a glitzy high-fashion boutique, only instead of designer shoes, handbags, and sunglasses, you find yourselves among raging bulls with V10 and V12 hearts.
The new design has a more airy feel to it with lighter colours to make the ambience feel less intense. The entire premises span over 12,494 sq ft, a not inconsequential amount of it dedicated to the service area.
One 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 (yes, the same guy who did this) did say that the size of each work area around the car is larger. All hoists and lifts are embedded into the floor for each of the seven work bays. Cost of the entire refurbishing work was roughly RM3 million.
One thing that may have went over our heads was the fact that the new showroom design was motivated by a single factor: the Lamborghini Urus. After all, their previous models were all super high-performance cars which ran a limited mileage, in contrast to the Urus which the company rightfully expect will run higher mileage and require a different approach to servicing.
Naturally, the buyer profiles will be different too. A high number of them may not even be very familiar with the Lamborghini brand, and this requires a lot of physical interaction with what makes a Lamborghini. 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 prior to actually purchasing the car. It all just makes the experience better and gets the customer to understand the company better.