Martin Josephi
Country Representative
Lamborghini, Aston Martin, Caterham, Morgan & Rimac Mexico
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Fri, 01/24/2020 - 08:19

Q: What is the landscape for exotic vehicles in Mexico?

A: We have a strong offering from Lamborghini with the Urus SUV and the Lamborghini Huracán EVO, in addition to the special edition of the Aventador SVJ that is highly coveted. 2019 was one of our best years with the brand since we opened in Mexico. Much of that improvement comes from the new products we offer. Lamborghini is a brand that is rising worldwide and in Mexico it is very well positioned. In the case of Aston Martin, our performance was flat as we prepare for the arrival of DBX in 2020, which will boost our numbers considerably. The DBS has had good sales and it is very desirable but it is not a large volume model due to its high price. “Aston Martin” Vantage made up most of our volume in 2019. Caterham and Morgan are low volume brands in our portfolio and we are excited to receive the first Rimac and Koenigsegg models in the next couple of years.

The segment is so small that some short-term variations do not affect us. Having said that, we have noticed an impact due to uncertainty. The two months before President López Obrador entered office in 2018 were very bad for sales and the first half of 2019 showed that people were not sure about where the government was headed.

In our used car segment, we depend on people's trust and their desire to spend on these goods. Fortunately, we have had good results, especially with Lamborghini. Our Iconic Broker dealership in Santa Fe has established itself as the strongest used exotic car distributor in the market.

Q: What kind of market reception are you expecting for Aston Martin’s and Lamborghini’s hybrid models?

A: We are just entering that market. Lamborghini presented the Sián, which is going to cost more than US$3 million in Mexico, with production of only 63 units. One was sold in Mexico and will be delivered in 2020. In the case of Aston Martin, we sold two Valkyrie models. This car developed by the brand in collaboration with Red Bull’s F1 team and will probably become the most fascinating cars of the decade. We are just getting started and for now, as distributors, we do not know where the efforts in this segment will lead us.

Q: What kind of technology do the new models of Aston Martin and Lamborghini offer?

A: Over the last decade, technology has advanced considerably. Lamborghini’s Huracán EVO already features artificial intelligence. This model has a central master computer that is in charge of all other controllers in the car, which means it can intuit what the driver wants to do depending on how he is driving. The system can select the driving mode and the car can help you maneuver. Regarding Aston Martin, DBX will be its first vehicle with all-wheel traction and a differential to avoid skidding. 

Q: How is the Ad Personam program at Lamborghini performing?

A: The Ad Personam customization program is available for the Huracán and Aventador, giving customers the chance to create their own personal Lamborghini. There are infinite possible combinations, from colors to materials. The logo on the seats may be hand-stitched instead of branded, the drivers’ initials can be stitched in the vehicle’s interiors and buyers can select customized colors, all according to the company’s quality standards.

Each brand already has a customization program. Aston Martin has the Q program, which offers the same concept as Lamborghini. These systems have a very high approval level because customers who spend large amounts of money on a car want something unique.


Grand Chelem, is our company group who distributes in Mexico: Lamborghini, Aston Martin, Caterham, Morgan, Rimac, RUF, Koenigsegg and VUHL brands. We have our preowned brand; Iconic Brooker. The company has three dealership in Mexico City and one in Monterrey, City