SPRG named Lamborghini's PR partner, displacing Ruder Finn

In this undertaking, SPRG will be tasked to project a more dynamic brand image of Lamborghini in China, now the car maker's second-largest market. Ruder Finn confirmed this morning to Campaign Asia-Pacific that it lost a recent retainer pitch.

Lamborghini touts its brand values to be "extreme, uncompromising and Italian". However, compared with main competitor Ferrari, the level of awareness and understanding of these values among Chinese consumers is lower.

Not known for traditional advertising, Lamborghini will be focusing strategically on China this year, placing greater resources on developing its presence in the market. These resources are believed to be entertainment and track-driving events, as well as technology workshops.

The SPRG team revealed that the plan is to promote Lamborghini's brand strengths: Italian heritage and automobile design and technology—riding on its global 50th anniversary this year. Notably, Lamborghini aims to get involved in motorsports and induce a super-sportscar culture into the country.

In view of these objectives, SPRG will "leverage its strong ties with local media and with other luxury brands" to support Lamborghini.

The Italian brand, owned by the Volkswagen group, will open a total of 20 dealerships in the country. Its target consumer demographic is in the middle to late 20s and early 30s.

SPRG’s other automobile clients under the group include Volkswagen, SEAT and Skoda.