Miura. Huracan. Aventador. Diablo. Countach. These are just some of the big names Lamborghini of the present and the past. Cars that made us dream, cars whose mechanics have been exalted like the design. You can also add to the list Urus, the SUV that gave the brand here too great numbers that perhaps the first visionaries dreamed of, including the legendary Ferruccio Lamborghini, capable of transforming tractors into superfine cars. In the future, the big challenge will be another: to sell equally special cars, such as those mentioned, but electric or heavily electrified. It won’t be easy: maybe it will be the most complex and risky change in the entire history of the brand.
The CEO Stephan Winkelmann he knows this, and for this reason, also supported by the Volkswagen Group which is giving a say to electrification, has set up an important figure to invest. Speaking to the Sole 24 Ore, the top Lamborghini executive explained that “the figure of 1.8 billion for the development of Lamborghini does not include everything“, As in reality the money spent”there will be many more“. Winkelmann claims it will come “the largest investment in the history of Automobili Lamborghini Automobili“.
These 1.8 billion do not include the development of the fourth model to be included in the range, the fully electric one. “We have to face the era of full electric while maintaining the values of Lamborghini’s DNA. It will be a very difficult challenge. Undoubtedly electrification and the fourth electric model are the key points. For us now it is essential to grow financially and it is important to increase the number of cars produced. Critical mass is fundamental but not enough, because Lamborghini is made of exclusivity and performance. We must be able to create a super sports car consistent with the values of our brand, that is, able to keep the idea of a dream alive in our customers despite the inevitable technological changes taking place.“, Concluded the CEO of the brand, fully aware of the fact that his customers will change radically along with the cars on sale.
The Lamborghini range, in summary, will have four models, one of which is fully electric. The others will contain forms of hybridization. During the summer of 2022 a new version of the Huracán will arrive for the swan song of the heat engine. From 2023 to 2024 there will be new products capable of bringing the price list to total hybridization. At the same time, new investments will arrive on the production side, with the inclusion of new systems to speed up the assembly of the cars: the forecast is to sell even more. The marketing department will also have a lot of work to do: selling Lamborghinis with batteries will still be a titanic undertaking, even if everything could be solved with a generational change. A warm farewell to endothermic customers, a welcome to electrified natives.
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