The CEO of Lamborghini, Stephan Winkelmann, has announced that the brand will be showcasing its vehicles at the first-ever Qatar motor show in October. However, Winkelmann also revealed that Lamborghini will no longer commit to long-term participation in motor shows.
The Qatar motor show, known as GIMS Qatar, is a joint venture between the organizers of the Geneva motor show and the tourist authorities in Qatar. It is scheduled to take place from October 5th to 14th, alongside the Qatar Grand Prix.
The announcement of the motor show has received some backlash, similar to the criticism faced by the men’s football world cup held in Qatar last year. Concerns have been raised regarding the country’s laws against homosexuality and the treatment of migrant workers.
The organizers of the show have stated that 30 global automotive brands will be exhibiting, although they have not yet disclosed the individual manufacturers. During an interview at the Goodwood Festival of Speed, Winkelmann confirmed that Lamborghini will be attending the event, becoming the first brand to publicly confirm its participation.
In 2020, Lamborghini announced that it will no longer participate in large-scale motor shows, opting for smaller, more exclusive events to engage with customers and fans. This strategic decision aims to create a more intimate interaction with the brand.
Qatar Holding, the investment arm of Qatar’s sovereign wealth fund, currently owns 17% stake in the Volkswagen Group and previously held a significant number of shares in Porsche. It is understood that all Volkswagen Group brands will participate in the Qatar motor show due to this investment.
When asked about the significance of the show, Winkelmann stated, “We will see. It is the first time it has been staged, so we must evaluate it. But the Middle East is an important market for us.”
Concerns about the viability of some motor shows, such as the Geneva motor show, which has not been held since 2019 but is slated to return in 2024, have led Lamborghini to avoid making long-term commitments to such events in the future.
Winkelmann explained, “There are different types of events, some of which are tailor-made for our customers. Goodwood attracts a larger crowd due to the huge enthusiasm for cars, especially supercars, in the UK. However, this is not the case in every market. We need to assess how each show develops annually and then make a decision. The landscape of motor shows is rapidly changing, with many of them losing their appeal and not being as successful. If attendance declines and media coverage diminishes, there is no need for us to participate.”
Prior to the Qatar motor show, Lamborghini will have a prominent presence at the upcoming Pebble Beach Concours d’Elegance in California. Winkelmann emphasized the importance of the event, stating, “For us, Pebble Beach is the most significant automotive event. It attracts our current and potential customers from all over the world. The event continues to grow in prominence, particularly among international attendees, and will continue to be of utmost importance to us.”
