30 years is a long time. It’s an even longer time if you’re a fledgling automaker spurned by Ferrari trying to pivot from tractors to supercars. The Lamborghini story is a famous one, but now it’s also one of undeniable success. In 2024, Lamborghini sold 10,687 cars. In its first 30 years, it sold some 8,000 bull-badged wedges and a smattering of V12 SUVs. Now, the Urus, continues to bolster its sales, in some cases out-selling the brand’s popular supercars. Much has changed in 30 years, and while the numbers can’t go up forever, Lamborghini certainly seems to have found its groove.
The Urus Is Still King (Probably)
The Urus made up the bulk of Lambo’s sales in 2023, with 6,087 units delivered following the introduction of new trims and models in 2023 and 2024, including a hybrid model. Unfortunately, we don’t know for certain whether the Urus made a similar impact this year, though extrapolating a little based on Lamborghini’s previous claims helps to shed a little light. The automaker does say the Hybrid SE model is sold out until 2026, which should make it a resounding success. It’s impossible to be entirely certain, as Lamborghini did not provide detailed breakdowns of the quantity of each model sold, a departure from the detailed stats provided in years prior.
Where Are The Lamborghinis Going?
However, some hard numbers are still given. Europe, the Middle East, and Africa (known as the EMEA region) proved to be Lamborghini’s most important market, with 4,227 of the 10,000+ units staying close to the company’s home in Sant’Agata Bolognese. A further 3,712 units headed overseas to the Americas, with the Asia-Pacific region (which does include China) accounting for the final 2,748 units.
The roster this year was not made up entirely of Lamborghini’s new hybrid product, with the company calling the last of its Huracán units “pivotal” in its successes this year. Eventually, the Huracán will be replaced by the Temerario, its hybrid V8 successor, though deliveries of the V10-powered Huracán will continue into this year.
TopSpeed’s Take
Lamborghini notably departed from its more detailed sales breakdown this year. Its press materials called 2024 an “outstanding success under the banner of the new fully-hybridized product range,” though the company is still bolstering its figures with non-hybrid models like the Huracán Sterrato. We’ll have to wait another year or so to see if there’s a reason behind this shift in the way Lamborghini is choosing to report its sales figures.
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