Automobili Lamborghini Factory, Sant'Agata Bolognese, Italy
June 20, 1966
"It was indeed quite a great start, and you surely can see why I think the use of motorsport is a positive for the company and its image, and definitely Ferrari has surely taken notice." Bob Wallace commented to Ferruccio Lamborghini. "You defeated his GT cars at the race where the company made its reputation."
"But we didn't win the race, Signore Wallace." Lamborghini replied. "The American car won."
"The Corvette Grand Sport is hardly a car to be ashamed of losing to, especially considering the conditions at the race." Wallace smiled. "And unlike everyone else - Ferrari, Ford, Porsche, Chaparral, the Corvettes, the Cobras - both of our cars made it home to the finish. Our cars really are as reliable as they are fast, and that means winning isn't a matter of if it happens, it's when." Wallace felt quite confident on that one.
"I must commend you on the Miura Jota, Signore Wallace, but you know as well as I do that while they are good cars, they are expensive cars to run. Racing is expensive, as Enzo has learned, rather I suspect to his frustration after Le Mans."
Wallace smiled. He knew who was coming to see Ferruccio later that day, and he suspected that gentleman might have a thing or two to say about the costs of racing to Lamborghini and his company. "I must confess that that is indeed true, but did this effort not come as a result of men of wealth wanting to see what our cars could do? The Miura performed almost flawlessly at Le Mans, and the work of Signore Dallara and Signore Stanzani has been absolutely incredible. Have we not had many new customers calling about the racing cars now? Surely we could rely on them for the money needed to make our racing efforts a reality."
Lamborghini thought about that, knowing Wallace was indeed correct. Lamborghini had been approached many times in the previous year about competition for the Miura, and he also knew similar inquiries had been made for the 350GTV before that. He had allowed Wallace to take cars to Le Mans as a test to see what the Miura could do and rattle Ferrari's cage a little bit at the same time, and he was sure Wallace was right about Ferrari being unhappy with the Miuras finishing second and fourth, with two Corvette Grand Sports occupying first and third, after all the garbage he had said to Ferrucio four years earlier. A man who builds tractors could not possibly understand throughbreds, Lamborghini remembered Ferrari saying to him. My throughbreds just defeated yours in the biggest race in the world, Ferrari. What do you say about that?
When Ferrucio thought about it more, he felt a sense of pride in his cars that he hadn't quite felt before. Yes, we defeated Ferrari. We have a truly great car, greater than his current offerings, and Le Mans is an opportunity to prove it....but what if we could prove it again? What if....Signore Wallace is correct about men of means making our efforts possible....?
Wallace knew the smile that he could see forming on Ferruccio's face. Yes, my friend, it's possible, and it's time we proved it. Please, please, let me make it happen for you....
"If the men coming to see me truly want to take their Lamborghinis racing, Signore Wallace, how do you propose we maintain our support?"
"That is simple." Wallace handed over a handful of papers to Lamborghini. "That is my proposal, the creation of Lamborghini Squadra Corse and Lamborghini Corse Clienti." He paused, then explained. "The Squadra Corse is our in-house racing and development team, creating the race cars we sell. The Corse Clienti is our support system, a team of the best mechanics and access to a separate inventory of parts meant for the race cars. When a client buys a Lamborghini to race, he gets the support of the Corse Clienti to go with it, and a collection of parts to go with the racing car, everything he needs to race and win wherever he chooses to. Our mechanics will be at the service of the team owners to go support them, with the tools they need. The Squadra Corse will compete in the biggest races in the world, but for others, we merely support our customers as best as we possibly can." Wallace paused. "With this system, we can make it so that when a gentleman of means wants to go racing, he need not develop a car for the purpose, because we will have already done that for him. And as the Miura Jota works and works well, we start right here. We offer to our customers the best possible support."
"And this is different from Ferrari in what way?"
"Ferrari acts as a race team more than a maker of race cars, and their privateer offerings are always inferior to those of the factory team. We won't be doing that here. After all, we're in this to make Lamborghinis win, correct? Does it really matter which one does?"
Lamborghini agreed with him. "It does not." A pause. "But you know this is going to be expensive to set up."
"But we can get our clients to front us the money."
"Are you sure, Signore?"
"After how we did at Le Mans? I know there has been talk of us using the Miura and its engine as a way to jump all the way up to Grand Prix racing. I suspect you'll soon have clients asking about that, too." Wallace smiled. "I suspect as soon as this program has been set up, we'll have customers begging us to get involved."
Lamborghini nodded at that, remembering the gentleman visiting him later that day. "If you are right, Signore, would you be prepared to take on the responsibility of running this program yourself?"
"Signore Lamborghini, I would not have proposed it if I was unwilling to take on that duty."
Lamborghini grinned at that. So it shall be, Signore Wallace, let's see how your plan works. "Alright then, Signore, begin making it happen. And start making our road car clients aware of this as well, see if any of them are interested in racing programs."
"I will, Signore." Wallace paused. "And, I must say, this day is the beginning of a fulfillment of a dream for me. You have my truly heartfelt thanks for making it possible." That drew a wide smile.
"Now let's see how it works."
About five hours later, Ferruccio had just arrived back to his office from lunch, having made a point of avoiding alcohol of any sort. He knew drinking before the arrival of this client just wouldn't do. Knowing that, and knowing of the wealth and influence of this particular client, it was important that he put on his best show, and sure enough he had finished cleaning up when his secretary called for him.
"Signore, Mr. Eaton is here to see you."
Lamborghini nodded curtly and stood up from his desk, walking out to see his visitor.
John David Eaton and his son, George, were awaiting him, along with a family friend who spoke fluent Italian. They were the grandson and great-grandson of the founder of Canada's greatest retail chain, and Lamborghini had been told by his advisors that these men had immense connections not just in Canada but also around the world, and they were wanting to expand that family's business into luxury goods. Lamborghini didn't have a North American dealer network at the time, relying on local importers, but these two men were in a position to change that. Ferruccio knew it, and he also knew that the younger of the two was an aspiring racing car driver. Perhaps this man will be the first client of the racing department....
"Good morning, Signore Lamborghini." Both men had immense respect for Lamborghini, not just because of his cars but because of his many other business interests.
"Signore Eaton." Ferruccio shook the man's hand, followed by his son. They dress very well for New World visitors, Lamborghini judged. But then, these are as much aristocrats as could be found in the New World. "Welcome to Italy and welcome to Lamborghini."
"A pleasure to be here." John spoke kindly. "This is my son George. I believe you were told he would be with me on this trip."
"Indeed I was told." Lamborghini and Eaton shook hands. "A pleasure to meet you too, Sir." Lamborghini waved them into his office. "Please, gentlemen."
Both Eatons were surprised at Lamborghini's English fluency, and Lamborghini's office was very nicely appointed indeed, rich but tasteful. Lamborghini walked around the desk and waited until his visitors took a seat. George spoke first.
"Signore Lamborghini, before we do any business, please allow me to congratulate you on your company's first endeavour in the 24 Hours of Le Mans last weekend. Your company had a remarkably good first attempt at the race." Lamborghini kindly smiled at that.
"Thank You for the congratulations, but we were not victorious, I am not celebrating too much yet."
"Waiting to be victorious for the first time?" The older Eaton asked.
"Indeed, yes. I am proud of my cars and my team for being so competitive in our first attempt at the race, but I do believe it is much better to celebrate when we are victorious."
"That is most appropriate." John David Eaton could already sense Signore Lamborghini was a smart man and he knew that the man was a good businessman, and such men were always respected by Eaton. "You do understand why we have come here, I suspect."
"But of course, Signore Eaton." He paused. "You have a quite large new development in Toronto, I am told, and your company is arranging a number of Italian goods manufacturers to have shops in this development of yours."
"That is indeed true. I have already secured three commitments on this trip, but the development has a specific space for a dealership of fine cars." John smiled and nodded to his son. "My son purchased a 400GT, and it has been a remarkable automobile, and I believe your cars are perfect for the sort of image we wish to create in our development."
"Of course, Signore." He nodded to George. "I understand, young man, that you are something of a racer in Canada." George smiled.
"You are correct, Sir, I am. Mostly smaller cars, but the 400GT is a remarkable automobile, and I am looking to purchase a Miura at some point, perhaps even of the sort that raced at Le Mans."
"Oh? You were a spectator at the event?"
"We both were." The elder man commented. "Guests of one of the teams racing a GT40. Their race didn't quite go the way they had hoped, but I will admit I am finding myself more and more intrigued by the world my son is seeking to immerse himself in."
Lamborghini smiled at that. "On that front, Signore Eaton, I would like to make a proposal to you regarding both your son's ambitions and your proposed development."
Both Eatons blinked at that. "May we ask what you propose, Signore Lamborghini?"
"I am looking to set up a distribution network in North America. Up until now I have used various individual importers, and the quality of their sales efforts and support for the vehicles after they are sold has been varied. I would like to take the variance out of it if at all possible. I know moving from department stores to automobiles is a big change, and one your company may not wish to make. I understand this, and propose instead that I partner with you on the selling of Lamborghini products in North America, and you choose the partners you entrust with the individual sales. With partners chosen, you and I would over time replace the importers with our own dealers and maintenance facilities."
John David was somewhat surprised by this. He'd come explicitly to secure a Lamborghini dealership for his flagship establishment, and what Lamborghini was proposing was far more than that, in terms of both risk and potential reward. But the products of Lamborghini....
"I assume your plans include not just the automobiles but also agricultural equipment and climate control businesses?"
"Of course, Signore Eaton."
Interesting....the possible arrangement expanded the risk, but in Canada, a land of temperature extremes, the heating and air conditioning business could be a lucrative one and Eaton knew it. "And the choice of partners would be mine?"
"Ours, but as I would be needing your financial help on such an arrangement, the choice of partners would have to be agreed by both of us. If you don't approve, it doesn't happen."
"And the dealership in Toronto?"
"I also propose establishing one in Montreal, as I do not have an importer there." Now for the tricky part. Ferruccio nodded to the younger man. "And perhaps your son here is interesting in being our first client for racing Lamborghinis."
George was taken aback by that. "I'm sorry, Signore, I do not understand." Ferruccio explained.
"Who would be better to lead an effort to race Lamborghinis in North America than the proud son of one of your country's greatest dynasties? I have heard, young man, that you have big dreams, and that your father is wanting you to begin working your way into the family business." Lamborghini had a kind smile appear on his face. "All Italian fathers feel the greatest pride in seeing one's soon prove capable of following in their line. I am told Your father succeeded your grandfather, who had succeeded your great-grandfather. Perhaps this is where your fame begins."
George looked over at his father, who looked back at him with a kind smile and a nod. "I am quite honored you would think of me in such a manner, Signore Lamborghini." Ferruccio sat up straight.
"I am asking your father to help me set up a distribution network for my companies' products in the New World, and his son happens to be an enterprising race car driver. I see it as only natural that if you desire to advance your racing interests at a time when my company is beginning the development of Lamborghini racing cars, that you should have the opportunity to race a Lamborghini." He paused, and pointed out the windows towards the factory floor. "As recognition of your willingness to consider this, I will have one of the cars that raced at Le Mans refurbished for you, Signore Eaton, and if we do become partners, I will present your father with a Miura for his daily use and one of the Miura Jotas for use in competition by you, either as a driver or as a team owner if you desire."
"Thank You, Signore." George nodded to Ferruccio in respect. His father spoke next.
"Signore Lamborghini, I am sure you understand that my company must do its proper consideration of such an offer of partnership when it involves such outlays of funds."
"But of course, Signore Eaton. I was not expecting an answer immediately. But I do hope the offer will be considered."
"It will be considered, of course." Lamborghini smiled.
"If it is impossible to set up, please know that your generous offer of a flagship dealership in your development in Toronto will surely be accepted. But I do think we can do more together, Signore."