BEVERLY HILLS, California — Automobili Lamborghini America LLC has confirmed for Inside Line that it will base its U.S. operations in Santa Monica, California.
Pietro Frigerio, who has served as Automobili Lamborghini's area manager for North America, will become the chief operating officer of the newly formed company, said Soon Nguyen, Lamborghini spokesman in an e-mail on Monday.
The move is noteworthy because Lamborghini has created a separate sales arm for its North American operations, the first such unit outside of Italy. California represents about one-third of Lamborghini's North American sales.
California has been a mecca for many automakers, from Honda to Hyundai. The conventional wisdom in the U.S. auto industry is that trends tend to start on the West Coast and work their way through the rest of the nation.
What this means to you:
L.A. becomes the epicenter of Lamborghini's North American offensive in what is widely regarded as a smart move. — Anita Lienert, Correspondent
It's California Dreamin' for Lamborghini as It Sets Up U.S. Headquarters