Lamborghini Naples: Why Florida’s Sixth Showroom Tells a Bigger Story About the Brand’s US Ambitions

A New Home for the Bull on Tamiami Trail

When Chairman and CEO Stephan Winkelmann, Chief Marketing and Sales Officer Federico Foschini, and Automobili Lamborghini America CEO Andrea Baldi all converge on a single dealership opening, the message to the network and to rival brands is unmistakable: this territory matters. On December 6, 2023, the three executives joined over 200 guests at 5154 Tamiami Trail East in Naples, Florida, for the unveiling of an 18,000 square-foot showroom whose centerpiece was the market premiere of the Revuelto, Lamborghini’s V12 hybrid flagship, displayed with its scissor doors open and finished in yellow. Local publication Gulfshore Life partnered on the event, which doubled as a continuation of the brand’s 60th Anniversary celebrations.

Operated by Warren Henry Auto Group as a companion to its existing West Broward location that opened in 2016, the Naples facility is Lamborghini’s sixth showroom in Florida. The company identifies Naples as home to an affluent community of supercar enthusiasts, and the executive turnout suggests it views this storefront not as a routine retail addition but as a strategic marker in its most important national market.

The Revuelto Arrives Where the Buyers Are

Choosing Naples for the Revuelto’s market premiere was deliberate. Lamborghini says the car produces more than 1,000 horsepower from a new 6.5-liter V12 mid-engine paired with three electric motors and an 8-speed dual-clutch transmission, with a top speed of 217 mph. Customer deliveries were scheduled to begin in Q1 2024, making the Naples debut a final public showcase before cars started reaching driveways.

As the Aventador’s successor, the Revuelto represents the most significant engineering change in Lamborghini’s top-tier lineup in over a decade. The company labels it a High Performance Electrified Vehicle, or HPEV, a term that deliberately sidesteps the softer connotations of “plug-in hybrid.” The dual-clutch gearbox alone marks a major departure from the Aventador’s single-clutch automated manual, a transmission that owners either loved for its brutality or tolerated for its character. Multiple owners on enthusiast forums who have compared the two cars describe the Revuelto’s dual-clutch as a transformative improvement in daily usability, while still delivering the drama expected from a Lamborghini V12.

For prospective buyers in the Naples area, seeing the car in person before committing to a specification carries real weight. Configuring a car at this level from a digital render alone requires a certain leap of faith, and the physical presence of the Revuelto at the showroom, complete with the Ad Personam studio nearby, collapses that gap.

Record Sales and Florida’s Outsized Role

The Naples opening landed during a period of genuine financial momentum. Lamborghini reports that its sales, turnover, and profitability for the first nine months of 2023 surpassed the operating result from the previous fiscal year. Globally, 7,740 vehicles were delivered through Q3 2023, a 4.2% increase over 2022. In the US alone, the brand delivered 2,342 vehicles, a 4% year-over-year increase.

Florida accounted for 19% of that total US volume. A single state generating nearly a fifth of Lamborghini’s American deliveries explains why the brand now operates six showrooms there. Lamborghini states that the US remains its strongest global market, and Florida ranks second within it. The math is straightforward: roughly 445 Lamborghinis found homes in Florida during that period, a figure that exceeds what some European countries deliver in an entire year for the brand.

For buyers in Southwest Florida, the practical benefit extends beyond proximity to a showroom floor. Supercar ownership in a region prone to summer storms and salt air means regular maintenance matters. Warren Henry Auto Group’s Naples location also features a selection of pre-owned inventory and white-glove car service, addressing one of the persistent ownership friction points: finding a trusted facility that does not require a multi-hour drive to Fort Lauderdale or Miami.

Inside the Showroom: Ad Personam and the Buying Experience

Floor-to-ceiling windows and a layout designed to showcase the current range, from the Urus Super SUV to the Huracan and the Revuelto, give the Naples facility a gallery quality that Lamborghini clearly intends as part of the sales pitch. Collezione and Accessori Originali fashion offerings round out the space, though the real draw for serious buyers is the dedicated Ad Personam customization room.

Ad Personam is where Lamborghini’s retail strategy diverges most sharply from some competitors. Rather than selecting from a fixed palette online, clients sit with physical color and material samples: leather swatches, carbon fiber weaves, and stitching options spread across a consultation table. The Naples studio allows buyers to see how Alcantara, semi-aniline leather, and Carbon Skin materials interact under showroom lighting before committing. For a car like the Revuelto, where exterior options range from heritage colors to bespoke finishes with contrasting accents and custom brake caliper colors, this tactile process matters.

Ferrari operates a similar bespoke program through its Atelier and Tailor Made services, and McLaren offers MSO. The difference for Lamborghini buyers in Southwest Florida is proximity. Before Naples opened, the nearest Ad Personam studio required a trip to Broward County or beyond. Bringing that capability to Tamiami Trail means a buyer can finalize a specification over lunch rather than blocking out a full day for travel.

Competitive Positioning in an Affluent Market

Southwest Florida is not short on exotic car dealerships. Ferrari, McLaren, and Porsche all maintain presences in or near Naples, and the region’s demographics skew toward exactly the buyer profile every luxury manufacturer covets: high net worth, multiple-car households, and an appetite for personalization. Planting a full-service showroom here, rather than a satellite or service-only facility, signals confidence in sustained demand.

The Revuelto’s hybrid architecture also positions Lamborghini distinctly within this competitive set. Ferrari’s SF90 Stradale pioneered the V8 plug-in hybrid supercar formula, but Lamborghini’s approach, retaining a naturally aspirated V12 and supplementing it with electric motors, preserves the emotional character that defines the brand’s flagship lineage. Lamborghini entered the second phase of its Direzione Cor Tauri investment program with the Revuelto’s global launch in March 2023, and the Naples premiere functioned as a regional proof point for that strategy. The message: electrification does not require abandoning the V12.

One detail worth noting for enthusiasts tracking the broader dealer landscape: a Lamborghini Talk forum thread from early 2023 noted that the Naples location initially appeared to prioritize existing Warren Henry clients from Fort Lauderdale over new local buyers. Whether that allocation approach softened after the official opening is unclear, but it reflects a dynamic familiar to anyone who has tried to secure an allocation for a high-demand model. Relationships with the dealer group still carry weight in this segment.

What Naples Signals for Lamborghini’s US Retail Future

Lamborghini has not disclosed specific pricing for the Revuelto at the Naples launch, nor has the company published current wait times. What the opening does confirm is that the brand views physical retail expansion, not digital-first sales, as the correct approach for its buyer base. In an era when some manufacturers flirt with direct-to-consumer models and online configurators as the primary sales channel, Lamborghini is investing in square footage, leather sample walls, and local service bays.

The Direzione Cor Tauri program frames this as part of a longer arc. The Revuelto was phase two’s opening act, and the showroom network expansion ensures that each subsequent model, whether a future Urus hybrid or a successor to the Huracan, arrives into a retail infrastructure that can support the buying experience Lamborghini wants to deliver. For buyers in Naples and Collier County, the practical takeaway is simple: a full-service Lamborghini relationship now exists locally, and the brand is betting that proximity and personalization will keep those 19% Florida sales numbers climbing.

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