NEW YORK: Lamborghini is ramping up its focus on the US market with the creation of its first-ever US communications head and the launching of a corporate-branded magazine.
"The US has always been important, and will be for some time," said Dominik Hoberg, global head of communications. "[So] we need a marcomms person to communicate [our initiatives]."
The four-person global communications team Hoberg leads typically visits America every four months, but decided it was time for a permanent representative. Hoberg said he'd like to fill the job by the end of the year.
The company has not decided where the professional would be based, but likely areas are Detroit, New York City, or California. "It's important for the professional to have an understanding of the marketplace and the media [landscape]," Hoberg said.
Lamborghini launched the magazine at a media event at New York's Hotel Gansevoort, attended by reporters from Playboy, Maxim, Robb Report, Automotive News, and The New York Times, among others.
President Stephan Winkelmann that the company was looking to become more customer-centric. He pointed out that about 40% of Lamborgini's cars were sold in the US, and that launching the magazine in the US was "a statement."
The bi-annual magazine will have a circulation of 14,000 copies. It will be distributed to dealers, influencers, and people who've been customers since 2001.
The magazine will be published in Italian, English, and German, but Hoberg said the magazine would be uncompromisingly Italian, like the car brand.
"Italy stands for luxury, design, apparel, and style," Hoberg said. "And so does Lamborghini."
The company's AOR in America is JMPR.