Yedao Group Becomes Lamborghini E-Cigarettes’ Global Exclusive Partner

According to Qianlong.com, on May 25, 2019, Ferruccio Lamborghini, the third-generation head of the Lamborghini family, and Ma Yuxiang, CEO of Yedao Group, held a strategic cooperation signing ceremony at the Shanghai Caohejing International Incubation Center.

This signing marked the formal establishment of a strategic alliance between the two parties. WhatsMode HK Limited, the brand management company under Yedao Group, became the Lamborghini family's sole official global partner for e-cigarettes.
 
Under the agreement, the two sides will work closely together. Yedao will not only help the Tonino Lamborghini brand under the Lamborghini family select high-quality supply chain resources, but will also promote the co-developed products through both domestic and international channels using each party’s distribution network.

According to reports, Tonino Lamborghini, a sub-brand of Lamborghini, was in fact founded by Tonino himself, the second-generation head of the Lamborghini family. Starting in 1981, Tonino took over the legendary family business created by his father, Ferruccio Lamborghini, and began driving its diversification. During that period, Tonino Lamborghini created a luxury lifestyle brand under his own name, with products spanning watches, pens, luggage, clothing, shoes, and other categories.

As early as 2012, the Tonino Lamborghini brand had already established a joint venture with South Korean tobacco company KT&G to launch cigarette products under the same brand name.
 
The predecessor of Yedao Group, Shanghai Yedao Technology Co., Ltd., was founded in 2014 and focuses on expanding into European and American social e-commerce markets, with particular strength in influencer marketing and helping brands build social influence.

Lamborghini’s move into the e-cigarette market comes from the brand’s optimism about the enormous potential of e-cigarettes as an alternative to traditional smoking. This strong partnership carries important strategic significance in both channels and marketing.