In the first quarter of 2025, Bentley and Lamborghini proved that luxury and performance can have an outsized impact. Despite representing just over 1% of total vehicle sales for the Audi Group, the two brands generated a staggering 60% of the company’s overall operating profit. Here’s a closer look at how each brand contributed to this surprising result.
Lamborghini: Small Volume, Big Impact
Lamborghini had an exceptional quarter. With 2,967 vehicles delivered, the brand saw a nearly 30% jump in revenue compared to the same period last year. Operating profits rose by over 30%, largely thanks to the success of its electrified lineup.
Two models were key to this performance:
- Urus SE – The hybrid version of Lamborghini’s best-selling SUV made up 70% of all deliveries, with sales growing nearly 40%.
- Revuelto – The brand’s first V12 plug-in hybrid supercar delivered a massive boost, with shipments increasing almost fivefold.
With 73% of its Q1 production made up of hybrids, Lamborghini is clearly ahead in the shift toward electrification. The U.S. led global sales, followed by Germany and the UK, reinforcing Lamborghini’s strong position in major luxury markets.
Bentley: A Mixed Start to the Year
Bentley’s performance was more modest, but still contributed to Audi Group’s profit mix. The company delivered 2,388 vehicles in Q1—a slight drop from last year—and revenue declined by 4%. More notably, operating profit fell by 41%.
Several factors played a role:
- Bentayga – Sales of Bentley’s most profitable SUV dropped by over 23%.
- Continental GT – While deliveries jumped by nearly 50%, the GT is less lucrative than the Bentayga.
- Hybrid Push – Hybrids made up 62% of production, showing Bentley’s commitment to sustainability, though the higher costs may be affecting margins.
Sales in China and Hong Kong dropped sharply, while the U.S. and Europe showed only small increases.
High Margins Over High Volume
Together, Bentley and Lamborghini sold fewer than 6,000 vehicles in Q1—but their profitability far exceeded expectations. This contrast underscores how powerful brand positioning, premium pricing, and product mix can deliver enormous returns, even with low sales volume.
As the auto industry moves toward electrification, both brands are navigating the transition in different ways. Lamborghini is already reaping rewards from its hybrid strategy, while Bentley is still in a transitional phase—but both remain vital profit engines for the Audi Group.
