The Historic DNA of a car manufacturer is an asset or a limit? The question is mandatory for all those car manufacturers who have a hard core of enthusiasts to whom they have to explain that the future may be different from what they expect. Ferrari, Porsche, Lamborghini, Alfa Romeo, Bugatti, Aston Martin: these are all brands that could become electric in whole or in part. And they will always have to find new customers in order to survive in the luxury market, where the buyer is looking for strong emotions rather than thinking about money.
Lamborghini is aware of this, and for the future it keeps its doors open: to electric, to plug-in hybrid, to synthetic fuels. He reiterated it Francesco Cresci, EMEA director of the Italian brand, to the British magazine Auto Express. “The new models are not finalized, but it can already be said that they will not be light hybrids. We will use electrical energy as an addition to the heat engine to improve acceleration and driveability. An all-electric Lamborghini is still a long way off, even though the technology is growing rapidly. Investments are incredible, what was not possible five years ago is now feasible; there will be big changes in the next ten years. We have to give our products an identity, and make sure they have Lamborghini DNA. And of course, you can characterize an electric car, but by assigning it the specific emotions attributable to the brand“, Explained Cresci.
Lamborghini “it would be crazy”If it did not take its cue from the Volkswagen platforms, and in this sense it will follow the path of research on synthetic fuels. “We are considering this option, to keep the combustion engine alive while reducing emissions. We want to preserve the chance of selling Lamborghini with this type of DNA. Obviously the regulations will become more and more stringent, and we will have to respect them. I don’t think we’re going to get special treatment, I hope so but I’m pretty sure we won’t get it; surely if we have to go electric we will keep a niche for internal combustion engines for exclusive use on the track“, Said Cresci.
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