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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.

Jon Olsson drives his Lambo up a glacier because why not?

The latest stunt by Jon Olsson has no particular purpose, but we love it just the same. Olsson, a former ski racer, always has a neat car with an equipment carrier stuck on top, and in this video he puts his customized rear-drive Lamborghini Murcielago LP 640 to work at Fonna Glacier Ski Resort in Norway. Makse sense to us. As he says in the short video, the aim is to have fun. He drives the Lambo up the Norwegian glacier aided by monster rear tires with some frightening studs, and then he makes things a little more interesting by creating a giant giant slalom course for the car. Olsson even clips the gates with the mirrors and front tires as he makes the turns, like you would on skis (except replace mirrors with pole guards and tires with skis). Snow is sprayed, there's lots of V12 revving, and it's all beautifully shot. It looks like he accomplished his modest goal. A little more about the car: On his website, Olsson says it took three years to build. One year was wasted by the first guy that offered to build it for free and ended up selling parts off of it to make rent. It then took two years to make things right again and add a carbon-fiber body kit, an IPE exhaust, a suede interior, a carbon steering wheel from a Gallardo, bigger brakes, and convert it to rear-wheel drive. His signature ski box sits on top, supported by a custom rack, and of course the whole car is plastered with logos from Olsson's sponsors, because those winterized supercars cost money, you know? Oh, and Olsson has owned a lot of cars. Mostly Audis and Lamborghinis lately, but his past includes a couple of track-prepped 3 Series and a Mazda B2000. Our kind of dude. Related Video:

2023 Lamborghini Huracan celebrates 60 years with 180 special-edition cars

A person's 60th birthday is the diamond jubilee, considered one's entry into the golden years and the autumn of life. Lamborghini's blowing out its 60 candles this year, the new Revuelto proving the Sant'Agata Bolognese automaker plans no such dissolution. The next phase of the party involves the 2023 Huracan 60th Anniversary Edition, three limited-run specials numbering 60 examples each put together with custom color combinations and badging. Dicing matters further, each limited edition comes in two color configurations, making a total of six across the range, all embellished with "1 of 60" plaques in carbon fiber and the "60th" on the bodywork and seats.  Both versions of the hardcore Huracan Super Trofeo Omologata (STO) are said to be inspired by vibrant sportwear and the iconic two-tones of athletic team kit. The first version is all kinds of blue, something like the Squadra Azzurri Italian national soccer team. This one gets Blu Aegeus bodywork with Blu Astraeus contrasts, and can hit the hat trick with exposed carbon fiber trim in Blu Mira. The interior is in Nero Cosmus (black) and Grigio Octans (gray) Alcantara, offset by Nero Ade (another black) trim and Blu Amon (another blue) embroidery. The second Huracan STO does its showing off inside. It goes for a muted Grigio Telesto (gray) and Nero Noctis (yet another black) with traditional carbon fiber accents. This cabin comes in Nero Cosmus and Grigio Octans Alcantara, the leather accents and stitching in Rosso Alala (red). A set of 20-inch forged aluminum Hek rims in matte black complete both. The Huracan Tecnica looks to motorsports liveries and the Italian flag, called the Tricolore. One variant wears Grigio Telesto (another gray) bodywork with Nero Noctis and Rosso Mars (another red) details. Opening the door reveals a Nero Ade Alcantara cabin with Rosso Alala accents. The other variant comes in Bianco Asopo (white) bodywork with double stripes in Verde Viper (green), the cabin in Nero Ade Alcantara and more Verde Viper.  Finally, the Huracan EVO Spyder remixes the arrangements on the other cars. Going back to the blue well, one version's dressed in Blu Le Mans bodywork adorned with Bianco Isi (another white) details. The cockpit sticks with the popular Nero Ade Alcantara, this time punctuated by Blu Amon embroidery and piping in Bianco Leda (another white).