Those of us who've shopped, bought or sold a car on Craigslist know that the hunt for savings and willing buyers involves a higher level of risk than waltzing into a dealership. And even though car dealers now flood the site with ads, individuals still make up the heart of the listings, offering the full spectrum of automotive experiences from a piles of rust in weeds to exotic sportscars.
For some reason, gearheads have spotted a recent spate of Lamborghini posts on Craigslists, supposedly from motivated individual sellers. While it's rare but not unheard of to see a Countach or older variety Lambo pop up like this, or for dealers to post ads, a private owner using the service to sell a low-mileage, late-model Lambo still strikes most car people as odd — like trying to sell your mansion with yard signs drawn in crayon.
Tragically, most of these Lambo ads have as much production value as you might put into an ad for your aunt's old Dell PC. I say if you're going to sell a Lamborghini this way, you need to have an ad that's worthy of the brand. Here's a few tips to make it happen
Tip #1: Photography still matters. Even more than your typical CL beater ad, photography will often be the key marketing tool when trying to move $300,000 worth of carbon fiber and Italian parts. If you can afford the maintenance on a Lamborghini, you can afford to spend a few minutes taking shots that show the entire vehicle front-to-back, in daylight, along with the interior.
Even better: Shoot a video. Here's one done in an afternoon by Los Angeles videographer Nick Mantz to sell his clapped-out VW Jetta on Craigslist, which paid for itself handsomely. You don't need to be a pro to shoot something just as great; chances are there's photographers nearby willing to do it for you for a few hundred bucks.Post widely. I lived in Lansing, Mich., a lovely mashup of gritty Midwestern factory village, state government enclave and college town, and I can only imagine how many looks a Lamborghini Gallardo Super Trofeo Stradale garnered outside the Peanut Barrel with the Olds Aleros and Achievas. The number of buyers who can afford a Lamborghini in any of the surrounding zip codes may be fewer than 100; the number who would actually buy one and drive it lies just above zero. Don't be afraid to post your ad in other Craigslist's — true Lambo enthusiasts will drive a few miles for the right deal.
Tip #3: Be descriptive: Once again, 50 words might suffice for moving your Taurus wagon, but it's woefully short of what's necessary for a car purchase that will cost more than the average American home. Maintenance, details, mileage — all of this should be explained up front. And because you're selling a Lambo, you face a higher level of curiosity; why would you come to posses such a dream vehicle and then decide to part with it?
Tip #4: Don't put out your address.
Tip #5: Be patient. As a couple of the ads referenced above suggest, some of these sales may be driven by ex-pat owners who face exorbitant costs for importing exotic sports cars. Craigslist offers a massive audience of potential buyers — but finding one with the means to garage a Murcielago or Gallardo will take some time. And once you're in the range of $200,000, cutting the price by $10,000 or $20,000 isn't going to send a parade of tire-kickers to your inbox.
- Lamborghini Gallardo