STERLING, Va. -- For 54 years, Lamborghini built two-seat super sports cars aimed at affluent men who wanted a toy that delivered a testosterone rush and stroked the ego.
The introduction of the Urus crossover next year is expected to double the brand's worldwide sales and bring in a new type of buyer with different expectations.
So as Lamborghini doubles capacity at its factory in Sant'Agata Bolognese, Italy, it also is preparing dealers for sweeping operational and infrastructure changes that officials say are needed to reach the new target market, including upgrades to their showrooms.
Company executives say dealers will need increased showroom space, more lifts in the service bay, as well as additional salespeople and technicians to handle the new capacity and customer demands.
And dealer personnel will be trained to better interact with women and families looking for an everyday car that has the extra benefit of being a racer.