Lambo the loser as supercar sales boom

If they could have just held on a little longer...

When Lamborghini of Sydney shut its doors in a dramatic financial collapse last year, it could hardly have predicted the boom market in luxury cars that was to come.

Sales of supercars are set to hit new highs in Australia, up 72 per cent since the lows seen during the global financial crisis.

Liquidators shut the door on the stricken company in October 2012, leaving the brand without a Sydney presence in what should have been a record year for combined sales of cars from the likes of Ferrari and Bentley.

But a new team put in place by the Autosports group, which includes Audi dealerships in Five Dock and Sutherland, is set to open a Sydney franchise for the manufacturer in January.

Dwyer Ogle, former national sales manager for MG Rover Australia, will lead the operation from a former Rick Damelian group site on Parramatta Road in Leichhardt.

The Northern Ireland expat said Lamborghini "is a brand with a lot of potential".

"We see Lamborghini as a brand that has underperformed in Australia up to this point," Mr Ogle said.

"I like to think we'll bring a level of professionalism to it that has not really been seen in NSW."

Enthusiasts have bought more than 190 exotic cars per month this year from elite car makers such as Lamborghini and Ferrari.

Supercar sales peaked locally in 2007, before falling as low as 110 sales a month in 2009.

Anthony and Donna Jean Gee owned Lamborghini of Sydney when it collapsed.

Mr Gee said he was happy to see the back of the period.

"It's hard work, it is a very hard market," he said. "Our family lost a substantial amount of money. It just wasn't to be, I guess."

Mr Ogle said 2014 was the right time for Lamborghini to succeed, with a new supercar set to replace the ageing Gallardo, and a high-performance four-wheel-drive model waiting in the wings.

"There will always be people who want that ultimate SUV," he said. "It does present an exciting product."

Mr Ogle is betting that Australian car enthusiasts are more willing to be seen driving an exotic machine.

"There has always been that feeling in Australia where we have that concern about tall poppy syndrome,'' he said.

"It's not like the US, where people are likely to get a round of applause for driving past in a Lamborghini, as opposed to a sneering comment.

"I still think Australia is quite a conservative market."