Lamborghini and the opposition

As with anything competition is inevitable, and especially if you’re a supercar company, it’s a must. Having competition is healthy and leads to a progression within the brand. Being Lamborghini has its benefits, and disadvantages, and so needs to do everything it can to stay ahead of the competition.

The entire brand itself started with a decent dose of competition in fact, and as the well-known story goes, the formation of Automobili Lamborghini was formed with some disagreements between Ferruccio Lamborghini and Enzo Ferrari. Stories with varied specifics form the story of the two automotive greats getting into an argument, and conclude to Lamborghini not being happy with Ferrari, because of customer service, and lack of attention to quality, and thus, Ferruccio decided to form Lamborghini to rival Ferrari. (Lambocars 2000-2013)

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This fact puts Ferrari as one of the main rivals to Lamborghini even to this day, although the numbers of worthy competitors are constantly on the rise. For reference of comparison I will use the power lap times from Top Gear, to make relevant comparisons to other vehicles in the same range, although, current times available do not show most of the compared cars. Of course price also makes a large part of a proper comparison and so I will list those as well, although rounded off, according to the 2014 selling prices.

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The three cars Lamborghini produces at the moment are the Aventador, the Aventador Roadster and the Hurican. The Aventador accelerates from 0-62mph (100km/h) in 2.9 seconds, the roadster in three seconds, and both have a top speed of 217 mph (349km/h). The hard-top costs £265 000, while the Roadster version sits at 294,000.The baby Lambo has a 3.2 second acceleration time to 62mph (100km/h) and a top speed of 202 mph (325 km/h) and costs £182,000. (Topgear 2014) Unfortunatley, the Hurican hasn’t been tested on Top Gear yet, but the Top Gear Track time of the Aventador is 1:16:5 and places 6th on the powerlap times chart. (Fastestlaps 2006-2015)

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The most well known competitors for these three cars come in a lot of forms. Audi with the R8, Ferrari with the 458 Italia, Speciale, Spyder, F12, FF, and Laferrari. The £1,140,000 Bugatti Veyron is out of the Aventador’s league in terms of top speed at 252mph (406km/h) (Topgear 2014)  but on the test track the SS version of the Veyron, placed 7th, one after the Aventador, so with that in mind the Lambo is a colossal bargain. (Fastestlaps 2006-2015)

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In fact the only 2 cars that came ahead of the Aventador were the McLaren MP4-12c and the Pagani Huayra. As the Pagani costs a whopping £990,000, its safe to say, it’s not a direct competitor, however the McLaren is a truly a force to be reckoned with. Another contender would be the Noble M600, at £200,000 with a top speed of 225mph (362km/h) and 0-62 time of 3.0 seconds, it takes the prize in every department. The only issue with such small manufacturers is of course reliability, and Lamborghinis quality, under the control of VW, is second none. The new Ferrari Laferrari, Porsche 918, and McLaren P1 hypercars cost between £660,000 and £ 1 Million, so comparing them to the Aventador would be unrealistic; and even then, the only one of the three with a higher top speed is the LaFerrari with 3 mph (5km/h) over the Lambo. (Topgear 2014)

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A good competitor to the Hurican is the Audi R8, and although is 0.6 seconds and 4mph (6km/h) slower, the car also costs 55 to 80 grand less. The best competitor, and even closer to the Hurican is the Ferrari 458 Italia, and with 3 versions available, is also more versatile. Prices vary between £180, 000 and £208,000, which also sets it right into Hurican territory. 0-62 is taken care of in 3.0 seconds in the Speciale and 3,4 seconds in the standard trim and the Spyder. Top speed is set at 198 mph (319km/h), while the £20,000 more expensive Speciale matches the Hurican’s top speed. (Topgear 2014)

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Another massive competitor for the Aventador is also, naturally, a Ferrari. The F12 is the fastest Ferrari to come into production yet, although, still doesn’t manage to keep up to the top speed of the Aventador. It reaches 211mph (340km/h) and reaches 62mph (100km/h) one second slower. The price however is also 20 grand lower than the Lambo though. (Topgear 2014)

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This means Lamborghini is placed very well in the scale for sales, however still have another car to fear which they cannot compete with in the market. Yes, another Ferrari; all the cars mentioned above have been 2-seater supercars, but Ferrari still is a step ahead of Lamborghini with their 4-seater FF model. Although taking a slower 3.4 seconds to get to 62mph, and reaching “only” 198mph (319 km/h), it does so at £227,000. (Topgear 2014) Yes, it is more expensive than the Huracan, but if you have a family, what are the options in the super-saloon market? The Estoque was Lamborghini’s answer to that, it’s just a pity it never managed to happen.

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Reflecting on all this, one thing has to be made clear though, Lamborghini is not in the Formula 1 series. Ferrari and McLaren are. This means then, that while the two competitor brands develop their racecars, they also develop their technology; and thus they have the funds available, and the technology available to apply into their standard product range. Lamborghini only has the one-make Super Trofeo series which began in 2009, (Lambocars 2000-2013) and consists of only Lamborghini Gallardos. This means the progression of Lamborghini consists of concept and production cars with no external influence from the World of motorsports. This in turn, is a massive drawback and a great obstacle, but Lamborghini have still managed to stay ahead of the pack and have done a truly magnificent job at that.

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In the shadows, however lurks a different kind of beast though; evolution. With the eventual change to alternative energy sources for cars, the electric game is changing the world of supercars, and cars as a whole. In order to stay ahead of the competition, Lamborghini has to start implementing the future of hybrid and electric cars. The Asterion is a marvel of achievement and is set to bring glory to the future of the Raging Bull, but until then, electricity seems to want to be the new boss in town.

Tesla Model S P85D vs Lamborghini Aventador Race (Rego Apps 2014)

 

Tesla Model S P85D vs Lamborghini LP570-4 Super Trofeo Stradale Drag Racing. (DragTimes 2015)

 

Tesla Model S P85D vs Ferrari 458 Italia(Rego Apps 2014)

 

References:

Fastestlaps.com (2006-2015) Top Gear Track, Great Britain (2820 m) [online]. available from <http://fastestlaps.com/tracks/top_gear_track.html>

Lambocars (2000-2013) Ferriccio Lamborghini, a bibliography – the STORY [online]. available from <http://www.lambocars.com/lambonews/ferruccio_lamborghini_a_biography.html>

Topgear magazine (2014) ‘Data’. TopGear (261), 163-180

Topgear.com (2015)Lap Times [online]. available from <http://www.topgear.com/uk/track-guide?LapType=Power-Laps>

 

Electronic Visual references:

DragTimes (2015) Tesla Model S P85D vs Lamborghini LP570-4 Super Trofeo Stradale Drag Racing. [online] available from < https://www.youtube.com/watch?v=0e-jquwHKtI > [4 January 2015]

Rego Apps (2014) Tesla Model S P85D vs Lamborghini Aventador Race. [online] available from < https://www.youtube.com/watch?v=0e-jquwHKtI > [23 December 2014]

Rego Apps (2014) Tesla Model S P85D vs Ferrari 458 Italia. [online] available from < https://www.youtube.com/watch?v=9cA1doO_9h8> [27 december 2014]

 

Image references:

Autoevolution (2008-2015) available from <http://s1.cdn.autoevolution.com/images/gallery/MCLARENMP4-12C-4552_12.jpg>

Commons.wikipedia.org (2015) available from < http://upload.wikimedia.org/wikipedia/commons/thumb/1/10/Noble_M600_Carbon_Sport_%288727178385%29.jpg/800px-Noble_M600_Carbon_Sport_%288727178385%29.jpg>

Commons.wikipedia.org (2015) available from <http://upload.wikimedia.org/wikipedia/commons/c/cc/Ferrari_FF_-_Flickr_-_Alexandre_Pr%C3%A9vot_(3).jpg>

Digitaltrends (2015) available from <http://icdn4.digitaltrends.com/image/track11-1278259808-1280×853.jpg?ver=1> [11 April 2013]

Hdwallpaper2013 (2014) available from < http://hdwallpaper2013.com/wp-content/uploads/2013/01/Lamborghini-Aventador-vs-Ferrari-Enzo-HD-Wallpaper.jpg>

Miamiexoticautoracing.com (n.d) available from < http://www.miamiexoticautoracing.com/speci.jpg>

Pressreleasemanager.co.uk (n.d) available from < http://www.pressreleasemanager.co.uk/viewPressRelease.asp?ID=2EA07759-ABB5-4572-8E2D-D369387619C8>

Superveloce12 (2014) available from < https://hajdunorb.files.wordpress.com/2015/01/9ea13-lamborghini-huracan-and-lamborghini-aventador-02.jpg> [12 August 2014]

Toplowridersites.com (2014) available from < http://www.hdwallpaperstock.in/walls/yellow_ferrari_f12_novitec-wide.jpg>

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