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Which communication content should Lamborghini develop to engage super sport luxury cars millennials and gen Z fans
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This work project aims to assess Millennial and Gen Z perceptions of luxury super sport car brands
and extract insights for Lamborghini to develop contents to engage with these young generations.
From the analysis of 16 interviews, the paper concludes that Lamborghini has an opportunity in
terms of contents in platforms such as Instagram, YouTube and TikTok, specially with videos. Gen
Z and Millennials associate Lamborghini with a more futuristic and innovative approach and that's
what makes the brand appealing for them. Hence, Lamborghini should leverage on it and further
develop artistic contents that show boldness, disruption, and extravagance.
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Content Social media Super sports cars Luxury automotive Gen Z Millennials