California and Florida Drive Lamborghini’s Record 2022 U.S. Sales as Two Showrooms Debut a New Retail Identity

2,721 Deliveries and a 10 Percent Climb: The U.S. Numbers

Lamborghini delivered 2,721 vehicles in the United States during 2022, a 10 percent increase over the prior year and another record for the brand’s single largest global market. California accounted for roughly a quarter of those sales, followed by Florida at 19 percent. Those two states alone represent nearly half of every Lamborghini sold in the country, which is precisely why the company chose one location in each region to debut its updated retail concept.

The record matters beyond the headline figure. Chairman and CEO Stephan Winkelmann, who attended the Broward opening on January 30, framed the moment as part of a broader trajectory:

“As the largest global market for Lamborghini, the U.S. led the way to record sales in 2022, with Florida playing a crucial role in the company’s overall success.”

The automaker would go on to sell a record 10,112 cars globally in 2023, as Road & Track later reported, citing the company’s continued bullishness. In hindsight, the 2022 U.S. performance was a leading indicator of that global surge rather than an isolated spike. And the company’s decision to invest in its American retail footprint at the same moment suggests it recognized as much in real time: record demand called for a retail environment that could sustain and deepen the relationship with buyers, not simply process transactions.

Westlake and Broward: What the Redesigned Showrooms Actually Look Like

Lamborghini Westlake and Lamborghini Broward are the first public expressions of what the company calls its new corporate design direction. Westlake covers the north Los Angeles corridor stretching through Malibu and Santa Barbara. Broward anchors the southern Florida market. Both received VIP grand re-opening events in January 2023, with Automobili Lamborghini Americas CEO Andrea Baldi cutting the ribbon at Westlake on January 18 and Winkelmann doing the honors at Broward twelve days later.

Lamborghini describes the aesthetic as “pure, modern, and state-of-the-art,” designed to break from what it calls the typical storefront mold. Official images confirm a few tangible elements: large glass facades that put the cars on display even after hours, clean interior lines with polished floors and modern lighting, and a prominent illuminated shield logo above the entrance. The overall impression is architectural restraint rather than visual excess, an interesting choice for a brand whose cars are anything but restrained.

Baldi positioned the Westlake renovation as a direct response to the market it serves:

“California plays a critical role in the overall success of the brand. By employing this new retail design, Lamborghini Westlake raises the bar for the customer experience in an area where appreciation for supercars and luxury vehicles is a strong part of the community culture.”

The glass-heavy architecture visible in both locations serves a dual purpose. During the day, it floods the showroom with natural light, which is critical for evaluating paint finishes and interior materials in person. After hours, it turns the building into a lit display case visible from the street. Both functions are practical, not just aesthetic.

Ad Personam Studios: Where Spec Sheets Become Personal

One of the more telling details visible in the showroom images is the dedicated Ad Personam customization area. Paint samples arranged in hexagonal displays, wheel options mounted on the wall, interior leather and Alcantara swatches laid out for tactile comparison, and a clean meeting table where buyers sit with a configurator specialist. A separate section labeled Accessori Originali rounds out the space.

Placing these studios prominently inside the redesigned showrooms signals that Lamborghini views personalization as central to the retail experience, not an afterthought tucked in a back office. The Ad Personam program is where a significant portion of per-unit revenue comes from, and where the ownership experience genuinely differentiates itself from clicking through an online configurator at home. For buyers who are going to spend considerable time choosing between Verde Mantis and Verde Turbine (yes, those are different greens), a properly lit, well-organized materials studio makes a real difference.

Anyone who has specced a Lamborghini through Ad Personam knows the process can stretch across multiple visits. The physical studio approach encourages that deliberation rather than rushing it, and it gives the dealer a reason to keep customers coming back before the car even arrives. In a market where nearly half of all U.S. sales concentrate in California and Florida, equipping these two showrooms with best-in-class personalization spaces is a logical first move.

The Product Lineup Anchoring the Momentum

Lamborghini pointed to a specific roster of models it expected to carry the sales trajectory into 2023: the Urus Performante, the Urus S, the Huracán STO, the Huracán Tecnica, and the all-terrain Huracán Sterrato. The Urus Performante made a physical appearance at both showroom events and, according to the company, carried a suggested retail price of $260,676 with deliveries already underway. Lamborghini says the Performante reaches a top speed of 190 mph and accelerates from 0 to 62 mph in 3.3 seconds.

The lineup tells a clear story about where the brand’s volume sits. The Urus, in its various forms, accounts for the majority of Lamborghini sales globally. Enthusiast forums reflect a generally positive ownership picture: multiple Urus owners on Reddit and Lamborghini-Talk describe the platform as reliable and the Performante specifically as a meaningful step up in responsiveness over the standard model. The shared Volkswagen Group architecture draws occasional skepticism from purists, but long-term owners tend to cite it as a practical benefit for service and durability.

The Huracán variants, meanwhile, represented the final chapter of Lamborghini’s naturally aspirated V10 era. The STO and Tecnica served different audiences, track-focused aggression versus rear-wheel-drive road refinement, while the Sterrato carved out an entirely new niche. Collectively, this was the broadest and most varied product portfolio Lamborghini had ever offered, and the sales numbers reflected it.

Winkelmann’s comments at Broward hinted at the next act. He noted that Lamborghini’s “transition into a new era of electrified cars begins this year,” a reference to the hybrid powertrains that would arrive with the Revuelto and, eventually, the Temerario. That transition is the thread connecting record sales to showroom investment: the retail space needs to be ready for a fundamentally different kind of Lamborghini.

The Grand Opening Events Themselves

Both events followed a familiar luxury-brand playbook: ribbon-cutting ceremonies, VIP guest lists, and the cars themselves as the centerpiece. At Westlake, Baldi led the ceremony on January 18. At Broward, Winkelmann presided on January 30, joined by dealership executives for the formal ribbon-cutting. A green Huracán Tecnica drew a crowd inside the Broward showroom, positioned under the lights as guests mingled around it.

The outdoor scene at one of the events captured the social dimension well: guests gathered around a grey Huracán Tecnica and a white Huracán STO parked in front of the dealership, with outdoor heaters and ambient lighting setting the tone. Scale models of Lamborghini vehicles were signed and presented as commemorative gifts, a small but telling detail about how the brand cultivates personal connection with its dealer partners and VIP clients.

Lamborghini did not disclose how many additional U.S. dealerships would receive the new design treatment or on what timeline. The company’s language, “commitment to its customers and new design direction for the future,” suggests a broader rollout, but specifics remain unconfirmed.

What This Means for Lamborghini Buyers and Enthusiasts

If you are in the southern California or southern Florida markets, Lamborghini Westlake and Lamborghini Broward now offer a materially upgraded buying and ownership experience, including dedicated Ad Personam configuration studios. For everyone else, the redesign signals what to expect when your local dealer eventually gets the same treatment.

The bigger picture connects the showroom investment to the product transition Winkelmann flagged. As Lamborghini moves from naturally aspirated V10s and V12s to hybrid powertrains across the entire lineup, the retail environment becomes a more important tool for explaining new technology to customers. A Revuelto buyer needs to understand three electric motors and an 8,500-rpm V12 working in concert. A Temerario buyer needs to feel confident about a twin-turbo V8 hybrid replacing the beloved Huracán V10. Those conversations happen in showrooms, not on Instagram.

The 2022 sales record, the broadest-ever product range, and the showroom redesign all point in the same direction: Lamborghini was preparing its U.S. retail infrastructure for a generational product shift. Record demand gave the company financial room to invest. The new showrooms gave it a physical space worthy of the cars that would follow. Whether that investment pays off over the long term depends on how well the electrified lineup resonates with the buyers who made those 2,721 deliveries possible in the first place.

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