Lamborghini is capitalizing on the demand for extravagance in South Korea, with sales of its iconic supercars on pace to surpass last year’s record.

At an event to mark the Lamborghini’s 60^th anniversary, automaker’s regional director for Asia-Pacific business, Francesco Scardoni said that the Korean market was developing really fast. 

During the four-day event held in Seoul’s affluent neighborhood of Gangnam, the legendary Italian carmaker displayed its four “historic models” for public viewing, including the Countach and Diablo.

Despite heavy traffic clogging roads in several South Korean cities, the interest in high-end sports cars hasn’t slowed down. While declining to provide a specific number, Scardoni added that Lamborghini was allocating more of its vehicles to South Korea to help meet the demand.

Luxury consumer brands and global carmakers are increasing their presence in the East Asian country, which led the world in 2022 for per capita luxury spending. Gucci and Louis Vuitton both convened fashion shows in the South Korean capital, Seoul, after COVID-19 restrictions were lifted, while Ferrari NV hosted its first-ever Asian motor show in Seoul. Mercedes-Benz Group AG revealed plans to launch two new high-end vehicles in South Korea in the interim.

According to newly released registration statistics from the Korea Automobile Importers & Distributors Association, Lamborghini, a division of Volkswagen AG, sold 403 automobiles in South Korea in 2022, ranking the country as the brand's eighth-largest market. With 267 of the sport cars sold by the end of August, a 19% rise from a year earlier, the numbers reveal that it is on track to break another record this year.