The automotive industry is going through its most extensive transition in the last century – cars replace diesel and gasoline with batteries, simplicity becomes the watchword for as efficient assembly as possible, and the interaction between the company-seller and the customer is reduced to a minimum. The car can already be ordered online and delivered just like a smartphone. But not all.
The luxury segment remains the last bastion that continues to emphasize the relationship between the customer, the car and the company. Because the car itself, this time, is not a simple means of transport. Here the limousine, coupe or SUV become an experience. They are precious objects that can be collected, bequeathed and, last but not least, kept in a place of honor in the garage. “The future, from my point of view, is based on quality services, on the human factor as close as possible to the future customer, because the luxury segment needs that.
The customization part, the factory visits, the story will still remain, even if maybe the sound zone will disappear. And at Lamborghini I don’t think it will disappear”, explains Mihaela Tudorica, sales director for Bentley and Lamborghini within Porsche Inter Auto, the company that imports the two brands. She is one of the most experienced executives in the luxury sector, with five years behind her in which she sold cars for the Audi brand, also within Porsche Inter Auto, so that from 2012, with the inauguration of the new Bentley and Lamborghini showrooms, she took over sales management of the two exclusive brands. For Mihaela Tudorica and her team, every day is a new opportunity to share the passion for luxury cars.
Opening the doors of the showroom signifies not only the beginning of a working day, but also a moment of pure emotion for every customer who enters this universe. “Purchasing a Bentley or Lamborghini is not just a transaction; it is an experience full of emotion, a success story and, for some, the fulfillment of a dream”, explains Mihaela Tudorica. Whether it’s customers who inherit a passion for a brand or those driven by spontaneous admiration, the team led by Tudorica is ready to turn every visit into a memorable experience. Personalization becomes a journey, not just a selection of options, where every decision is a page in the story of the car of their dreams. “It is a joy to see customers who, over the years, become true ambassadors of our brands, reaching their fourth Bentley or who consider Lamborghini not just a car, but a part of their identity”, confesses the sales director.
In an era marked by the transition to sustainability, Bentley and Lamborghini reaffirm their commitment to innovation, without losing sight of the tradition that defines them. The switch to hybrid, a necessary step in adapting to the new global regulations, is seen by Tudorica and his team as an opportunity to offer customers not only performance, but also a new dimension of the driving experience. “It is essential to maintain that unique connection with the customer, to transform every limitation into an opportunity to redefine car luxury and performance,” says Tudorica. Technology and digitization have radically transformed the way we interact with our favorite brands and products. However, in the world of luxury cars, the personalized experience and direct contact with the customer remain irreplaceable. “A Bentley or Lamborghini car is not just a vehicle, it is an extension of the client’s personality and dreams,” Tudorica emphasizes. This philosophy guides every aspect of the sales process, from personal consultation to factory visits where customers can see their dream come true.
Reflecting on the evolution of the luxury car market, Mihaela Tudorica observes an upward trend in Romania, a signal of economic progress and the growing appetite for luxury and quality. Through exclusive events and previews, customers are invited to be part of the Bentley and Lamborghini family, exploring new horizons of exclusivity.
“Bentley is now slowly, slowly moving towards the hybrid. So, since last year, thermal engines are no longer manufactured on the continental model and the Flying Spur. Only the Bentayga with the thermal engine remains for this year, with the new GT with the hybrid version coming this year. And the only one. And so is the Flying Spur. Likewise, at Lamborghini. Revuelto is coming. Revuelto, after 12 years of Aventador, comes with new forces, with a different design. And Revuelto is a hybrid. Yes. Plug-in, but to compensate. The important thing is that the sound remains. And this is very important and I have mentioned it over time and I am with my colleagues from the service, that we must be very high. As are the brands and the money invested by customers, because automatically, when we buy expensive shoes and they degrade after a few uses, we are disappointed and stop buying. It is very important to be satisfied, because satisfaction leads to the purchase of other cars”, said Mihaela Tudorica.
Most limited edition customers are at Lamborghini, where the collectors are. At Bentley, collectors represent about 20% of sales because they are cars used every day. “That’s why we also recommend that customers, when they have a hard day, get behind the wheel of a Bentley and drive to relax.”
How will customers buy, what will they look for from now on, what will they be offered from now on? Somehow it disappears a little from the emotion side, that you no longer hear the V8 babbling.
“But the customization part remains, because, being a manufacturer and being that we have more than 70 colors available, the Customers see that they become more demanding from year to year. So the level of demand increases because the market offers more and then they have a choice. And if you don’t meet the requirements in terms of product and services, I’ll move on to the next one,” said the director. She explains that this is how we end up with customers who after 15 years are on their fourth Bentley.”
The customer is attached to the brand, the product and the relationship he has created with the seller. I also feel honored by this, because the beginnings were different. We configured the cars from those catalogs, we chose the leather from some strips.” In the world of Bentley and Lamborghini, each customer is the protagonist of their own success story. Under the guidance of the experts led by Mihaela Tudorica, the passion for luxury cars becomes a journey full of emotion, customization and excellence. It is a world where every detail counts, where tradition meets innovation, and where every purchase is, in fact, the beginning of a new adventure.
