Maurizio Grande (pictured) and Dario Salvelli travelled from the Sant’Agata Bolognese headquarters in Italy to speak exclusively to the university’s Business School students about how, and why, they are refreshing Lamborghini’s image.
They spoke about how the ‘Raging Bull’ has looked for a slight change in its marketing with the 2014 launch of the Huracán, changing the image of the brand from “Italian, uncompromising and extreme” to “inspiration, visionary, cutting edge and pure”.
Business school senior lecturer Simon Reilly, who helped to arrange the lecture, said: "We were all privileged that Maurizio and Dario came all the way from Italy to deliver this exclusive event.
"Our students were able to get a real insight into exactly what it takes to be a marketer in a world-renowned business, such as Automobili Lamborghini, and how such high-profile companies compete in this field.
“Attracting the likes of Lamborghini to the Business School is a real scoop and demonstrates the incredible experience students at the university can benefit from.”
The talk covered the history of the Lamborghini company and how it has developed from a tractor producer to become a world-leading super car manufacturer, which has been owned by the Audi group since 1999.
Mr Grande, brand communications manager, described the German takeover as one which has added “greater structure” to Lamborghini and demonstrated the vast changes between their old adverts, and brochures, to ones they are producing today.
He told the students: “The image was previously extreme and uncompromising. This has changed over time and prior to the launch of the Huracán, we wondered if we could change the overall image of Lamborghini Automobili.”
The latest promotional film produced by the team is their first ever to have a human presence, and portrays a slightly more luxurious brand, while the brochures communicate about the history of Lamborghini, the people who drive them and what their experience is like.
Mr Grande said these changes were created by looking back at the founder, Ferruccio Lamborghini, and his beliefs, to see if they could help produce a more evocative image for customers to not only think about the product, but its history too.
“In marketing it is important to remember not only how or what the company is doing, but why it is doing it,” he added.
The event also looked at how companies are responding the challenges of digital marketing – focusing on social media.
The Business School has drawn a series of high-calibre speakers to talk to its students, including UN Peacekeeper Colonel Emmanuel Wekem Kotia and Mark Newton, Assistant Chief Constable, British Transport Police, as part of the on-going Leadership Futures programme.