Automobili Lamborghini celebrated the inauguration of its latest dealership in Bundang, South Korea, enhancing its footprint in a rapidly growing market. This grand opening marked a major move in partnership with Italia Automobili.
The event showcased the Lamborghini Urus SE, the first plug-in hybrid SUV by Lamborghini. This powerful variant of the best-selling model attracted about 100 attendees, including customers, media representatives, and distinguished guests such as Federico Foschini, Chief Marketing and Sales Officer, and Francesco Scardaoni, Region Director for Asia-Pacific.
Stephan Winkelmann, Chairman and CEO, highlighted South Korea’s importance. “South Korea is one of the key markets with high growth potential, it is therefore important that we expand our retail footprint to be closer to our customers. This brand new showroom also enables us to meet the needs of our customers better with the Ad Personam room where they can customize their dream car. 2024 is the second phase of the Direzione Cor Tauri where a second hybrid is added to our line-up. This new state-of-the-art showroom will guarantee an elevated brand experience as we transit into an era of hybridization,” Winkelmann noted.
Bundang, a major city within the Seoul Capital Area and the largest district of Seongnam, hosts the new dealership. With a population of approximately 440,000, Bundang’s high purchasing power and concentration of IT companies make it an ideal location. The showroom is situated near Pangyo Techno Valley, a hub for technological innovation.
Spanning 540.62 square meters, the Lamborghini Bundang showroom features cutting-edge Italian automotive design and engineering. Customers can explore the latest super sports cars and Super SUVs, along with Collezione and Accessori Originali fashion offerings. The Ad Personam room provides extensive vehicle customization options, allowing customers to choose from an infinite range of bespoke colors and materials through the Lamborghini Car Configurator. This immersive experience includes tactile and olfactory engagement with exclusive materials like carbon fiber.
Francesco Scardaoni, Region Director for Asia Pacific, expressed optimism about the new dealership. “Being the top 7th market worldwide and 3rd in Asia Pacific, we have seen strong and rapid growth in South Korea. It is a natural progression for us to establish the second dealership in South Korea with a new base in Bundang, which is one of the highest developed areas with great potential where many leading Korean IT and Technology companies’ headquarters are located,” Scardaoni remarked.
“We are confident that Italia Automobili is the right partner to represent Lamborghini in Bundang as they are fully committed to the standards of quality and service that our customers expect. The appointment of a new dealership in Bundang also reflects the desirability of Lamborghini brand as a global luxury super sports car manufacturer in the South Korean market,” he added.
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