The Luxury Car Market Rolls Out Plans to Keep Customers

Lamborghini is following in the footsteps of Ferrari and Maserati by rolling out a certified pre-owned vehicle program through 31 authorized U.S. dealers. Starting next month, all models of the Gallardo and Murciélago will be available used, with a comprehensive warranty and roadside assistance program.

Automobili Lamborghini America Chief Operating Officer Pietro Frigerio said the program will make sure dealers are seen as the place to get used Lambos that will meet "the same high standards we demand of new Lamborghini vehicles." In other words, the real benefit for these luxury car makers is that more customers will head to official dealers for used vehicles rather than brokers who trade cars bought from private sellers and auctions.

This is further evidence that the downturn in the economy isn't just affecting the mainstream automakers. The Wall Street Journal reported that luxury car manufacturers are also suffering. In March, luxury car sales sank 14 percent from last year. "Super luxury" cars such Bentley, Rolls and Maybach were hit the hardest. Of those models, Bentley was the biggest loser, with a 42 percent loss.

If Maybach were to announced their roll out of a certified used car program, we fear there will be nothing left that is sacred.