Automobili Lamborghini Case Study


Founded in 1963 by Ferruccio Lamborghini, Automobili Lamborghini S.p.A is headquartered in Sant’Agata Bolognese, Italy, where it manufactures elite luxury sports cars. The Lamborghini Diablo, capable of exceeding 200 mph, held the title of the world's fastest production car from its initial release in 1991 throughout its eleven-year history. In 2012, the one of a kind Aventador J received worldwide acclaim when presented at the Geneva Motor Show. This super sports car was named “Best of Show” by Autoweek magazine, set a new visitor traffic record at the Automobili Lamborghini website and was immediately sold to one lucky customer.

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We reduced the cost of our infrastructure by 50%, Today our time-to-market is close to zero.”

Roberto Ciacci
Digital Marketing Manager, Automobili Lamborghini

The Challenge

The Automobili Lamborghini website was hosted on an outdated infrastructure at the end of its lifecycle. Bandwidth was not optimized and the company recognized that the maintenance costs were no longer sustainable. Furthermore, the old website infrastructure was not scalable, preventing the company from supporting new online initiatives as well as the increasing number of visitors to the website. Lamborghini wanted to be online with an updated website in a very short time.

Why Amazon Web Services

Prior to working with Amazon Web Services (AWS), Automobili Lamborghini considered three possible scenarios: (1) an on-premise data center, which was costly; (2) a local hosting provider, which did not offer scalability; or (3) cloud computing. The company decided it wanted the scalability, flexibility, and cost benefits of cloud computing, and chose AWS because it was considered by business analysts to have the best-in-class IaaS platform on the market.

Lamborghini was able to take advantage of the AWS self-service approach to quickly design and implement a new architecture that could scale up or down to meet workload demands. The company uses Elastic Load Balancing (ELB), Amazon Elastic Compute Cloud (Amazon EC2), Amazon Relational Database Service (Amazon RDS), Amazon Simple Storage Service (Amazon S3), Amazon CloudFront, and Amazon CloudWatch. The site is integrated with TYPO3 on a LAMP (Linux, Apache, MySQL, PHP) infrastructure. Lamborghini found that AWS provided all the tools it needed to build a highly available, secure, and scalable infrastructure, and used the AWS Architecture Center for implementation guidance and best practices.

The Benefits

It only took Lamborghini a couple of days to prepare the development and test environment. The website went online in less than one month and was able to support peak traffic— a 250% burst in visitors—related to a new product launch.

Lamborghini is planning to use Amazon CloudFront for dynamic content and Amazon Route 53 to improve DNS readability. The company is also considering the use of Adobe Flash Media Server running on AWS.

Roberto Ciacci, Digital Marketing Manager at Automobili Lamborghini, describes the benefits of using AWS like this: “We reduced the cost of our infrastructure by 50%, while at the same time achieving better performance and scalability. Today our time-to-market is close to zero.”

About Automobili Lamborghini

Founded in 1963 by Ferruccio Lamborghini, Automobili Lamborghini S.p.A is headquartered in Sant’Agata Bolognese, Italy, where it manufactures elite luxury sports cars.

Benefits of AWS

  • Launched website in less than one month
  • Support 250% increase in visitors to website
  • Reduced infrastructure costs by 50%

AWS Services Used

Amazon S3

Amazon Simple Storage Service (Amazon S3) is an object storage service that offers industry-leading scalability, data availability, security, and performance. 

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Elastic Load Balancing

Elastic Load Balancing automatically distributes incoming application traffic across multiple targets, such as Amazon EC2 instances, containers, IP addresses, and Lambda functions.

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Amazon EC2

Amazon Elastic Compute Cloud (Amazon EC2) is a web service that provides secure, resizable compute capacity in the cloud. It is designed to make web-scale cloud computing easier for developers.

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Amazon RDS

Amazon Relational Database Service (Amazon RDS) makes it easy to set up, operate, and scale a relational database in the cloud.

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