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Without being 'green,' Lamborghini still makes plenty of it

Despite the trend toward eco-friendly vehicles, this year's lineup of the infamously fuel-inefficient sports car has sold out. Sales for the sports car line are up 43 percent.

Any automaker would love to be in the position that Italy's Lamborghini holds.

Customer loyalty is intense with repeat buyers more than willing to shell out hundreds of thousands of dollars for a new model even before they take shape on the assembly line in Bologna, Italy. Lamborghini is in the enviable position of being able to announce a new version and have it sell out before one bolt is tightened.

But the cars - famous for precision and design - are infamous on fuel efficiency, a potential drawback in Europe where curbs on emissions are taking hold. At the 77th annual Geneva Motor Show, which ended Sunday, the color in style was more earthly green than race-car red, as carmakers try to lure eco-inspired consumers to showrooms with cleaner diesel engines, hybrids and the promise of fuel cells and batteries.

That is not to say that Stephan Winkelmann, CEO of Automobili Lamborghini Holding SpA, is worried the venerable carmaker could find itself singled out by campaigners who want to make an example out of it.

"We're a niche within a niche," Winkelmann said, given the fact that Lamborghini produces around 2,000 cars annually.

It's a profitable niche market, and sales have been steadily increasing since 2004.

Last year, sales rose 43 percent to $454.87-million from $319.18-million a year earlier with 2,087 vehicles sold, it's highest figure in the company's history. Looking ahead in 2007, Winkelmann declined to offer a specific forecast, but noted this year's production lineup has sold out. He added that 10 more partnerships for selling Lamborghinis would be added.

Quality is evident in the company's latest model, the Gallardo Superleggera. Built on the Gallardo frame, it is 220 pounds lighter than the Gallardo with the same 530 horsepower, which means it can go from zero to 62 mph in 3.8 seconds.

"Every new Lamborghini which is coming out is a new car," Winkelmann said. "It is not an evolution, it is a revolution."

A very good year

Last year, Lamborghini sales rose 43 percent to $454.87-million with 2,087 vehicles sold, its highest figure in company history.

[Last modified March 19, 2007, 06:12:07]