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Lamborghini struggles to cap its own production to maintain brand exclusivity

Lamborghinis, Ferraris, Bentleys, and so on demand high prices, and that's not just because you’re buying incredible performance, technology and luxury. YouÂ’re also buying exclusivity. Recently, however, Wall Street and shareholders have been pressuring supercar makers to produce more cars and yield more profits. The problem is that higher production volume compromises exclusivity and dilutes the brand. So while LamborghiniÂ’s shareholders want the company to produce more cars, executives are seeking to impose limits and cap production. "We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," Lamborghini CEO Stefano Domenicali told reporters at an event inaugurating the companyÂ’s newest paint and body shop at the SantÂ’Agata Bolognese plant in Italy. The execs are having limited success, however, as the company announced that it plans to sell more than 8,000 cars this year, which is “the right dimension of our company with our current product portfolio,” Domenicali said. A run of 8,000 cars would be an increase of 39 percent from 2018's total of 5,750 new Lambos. It has been a strong decade for Lamborghini; a mere 1,302 vehicles were sold back in 2010. However, that goal of 8,000 could swell to around 10,000 cars, depending on whether the company adds another model to its small lineup. Such a case would have to be deliberated among shareholders. Lamborghini saw considerable growth in the first quarter of this year, likely attributed to the launch of its Urus SUV. So far, analysts are forecasting an increase in revenue to around 1.7 billion euros, or $1.92 billion USD, up from 1.42 billion euros or $1.6 billion USD in 2018, said Chief Financial Officer Paolo Poma. At the same event, Lamborghini confirmed that an electric supercar is not in its future at this time as “customers are currently not interested,” Poma said. However, Lamborghini is indeed seeking to add hybrid vehicles to its lineup by 2025, as itÂ’s pressured to lower CO2 emissions and meet future mandates. The Urus is expected to be one of the cars receiving a hybrid powertrain, as it is not planned to get a V10 or V12 engine.

Lamborghini will introduce a mysterious new model tomorrow

As the global automotive industry gradually emerges from months of COVID-19-related lockdowns, carmakers are beginning to unveil the models they should have shown us at the auto shows that were canceled during the first half of 2020. Lamborghini published a close-up of a mysterious new model on its official Twitter page, and it announced plans to unveil the car on its various social media channels on July 8 — that is, tomorrow.  "The future is here, and it is unlike anything the world may have seen before," the company wrote. While that's not a lot to start with, the winglet shown in the preview image looks suspiciously like the ones fitted to the limited-edition Sian FKP 37 introduced at the 2019 Frankfurt auto show. It stood out as Lamborghini's first production-bound hybrid model, and the V12-electric system's 819-horsepower output made it the firm's most powerful car. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Lamborghini can take the Sian in a number of directions. It could make the coupe lighter and more track-focused, for example. Alternatively, unverified rumors claim a convertible model is around the corner. Or, considering stylists put a huge emphasis on customization, it could merely show us the first customer-bound example. Although it's less than a year old, the Sian has already spawned several surprising derivatives, including a 3,696-piece Lego Technic kit that's over 23 inches long, and a 53,000-pound twin-engined yacht with 4,000 horsepower. Intrigued? So are we. Lamborghini will stream the event live on its official website and on its social media channels starting on July 8, 2020, at 6 p.m. in Bologna, which is 12 p.m. in New York City and 9 a.m. in Los Angeles. Regardless of what we'll discover, there is a high chance it will be sold out by the time it's unveiled.  Green Lamborghini Convertible Coupe Future Vehicles Hybrid

Here's why the Lamborghini Lanzador EV is neither sedan nor SUV

Unveiled earlier in 2023, the Lamborghini Lanzador concept previews the Italian brand's first series-produced electric car. It features a 2+2 interior, which isn't new for Lamborghini (the company built 2+2 GTs for decades), but it's characterized by a rather unconventional design pegged at the intersection of crossovers, coupes, and station wagons. Here's why designers and engineers chose to straddle segments. "We were scouting opportunities in our portfolio [when we started the project], and there are two segments that we are not covering. One is the sedan segment, and the other is the 2+2 segment," Federico Foschini, Lamborghini's chief marketing and sales officer, told me. His team quickly ruled out taking Lamborghini into the sedan segment for the first time, as the body style had at least two strikes against it. "One, it was already clear when we decided to do the Urus instead of the Estoque that the sedan segment is declining, while the SUV segment is picking up. The second point is that, when it comes to sedans, it's a very regional discussion. In China, which is one of the main sedan markets, you need a long-wheelbase car — a chauffeur-driven car. This is not Lamborghini. This can't be Lamborghini," he said. Meanwhile, the 2+2 body style is more closely aligned with the firm's image in terms of design, performance, and heritage. And yet, the Lanzador eschews the usual GT proportions defined by a low ride height and a long hood. Mitja Borkert's design team did that on purpose. "It is the volume of a super-sports car in a higher position. It's as simple as that," Borkert, Lamborghini's head of design, told me. Instead of looking toward the past, or taking a peek at what rivals are doing, he drew inspiration from the firm's current range of models. "We were working on the Huracan Sterrato, where you have this higher seating position. There's the exterior cladding, and it looks quite rugged. I said that a cleaner version of the Sterrato could work perfectly for the 2+2. It's a spaceship with a higher position," he summed up. As for the proportions, Borkert cited the electric drivetrain as one reason to think beyond the classic definition of a 2+2 gran turismo. "The tradition of having a long hood is giving you the impression that there's a huge engine, and that is not the case when you have an electric car. An electric car is different, and we don't want to follow what others are doing.