Lamborghini’s registrations have fallen sharply in the United States during the first half of 2026, raising concerns for the brand and its owner Volkswagen Group. Meanwhile, Ferrari is reporting modest growth in the same market, highlighting a shifting competitive landscape among luxury sports car makers.
US Market Decline Hits Lamborghini Hard
Between January and June 2026, Lamborghini registered 1,328 vehicles in the US, down 20% from 1,652 units a year earlier. This drop marks a significant setback in its largest market. Worldwide, Lamborghini’s total registrations in key countries also fell by about 12% over the same period.
Not all markets showed this downward trend. Italy (+27%), Japan (+12%), the Netherlands (+67%), Spain (+56%), and Austria (+16%) saw growth. But the UK (-46%), Australia (-54%), France (-14%), and Germany (-8%) reported declines.
Urus SUV’s Aging Model Cycle
The Urus SUV drives much of Lamborghini’s sales, making up nearly 75% of shipments in 2025 and dominating US registrations. However, the first-generation Urus launched in 2017 and its product cycle is nearing the end. Without a fresh update—which is expected around 2027 or 2028—the model may lose appeal in the US where newness is key.
Ferrari’s Growing Market Presence
In contrast, Ferrari saw a 3% rise in US registrations to 1,655 units. Ferrari’s broader model range offers an advantage compared to Lamborghini’s three core models: Revuelto, Temerario, and Urus. Lamborghini is still lacking a true grand tourer to rival Ferrari’s GT offerings like the 12Cilindri or Amalfi.
What’s Next for Lamborghini?
Lamborghini plans to launch the Revuelto SV, a more aggressive version of its hybrid V12, in the US soon. The brand is also developing a fourth model aimed at challenging Ferrari’s higher-end cars. Despite these efforts, the immediate focus will likely be the Urus SUV, critical to reversing Lamborghini’s sales decline and stabilizing the brand’s future in important markets.
Why It Matters
Lamborghini’s falling sales in its biggest market matters because it reveals vulnerability in a brand long seen as untouchable in the luxury segment. With Ferrari growing steadily and new product challenges ahead, Volkswagen will need smart strategies to keep Lamborghini competitive, especially as the iconic Urus nears replacement.
Source: italpassion.fr