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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 Pregunta Paris concept offered at $2.1M [w/video]

When the Lamborghini Veneno was introduced at the Geneva Motor Show, there were those who connected dots from it to the Lamborghini Pregunta concept from 1998, and also to the Pagani Zonda that arrived one year later. Near the end of the turmoil that was Lamborghini's ownership through the mid-nineties, an order was placed with the French Carrosserie Heuliez for a one-off concept car that was "new, original and impossible to confuse with any other car's shapes," that would be built on a Diablo chassis. The result was the Pregunta.
It was an aerospace-influenced supercar with carbon fiber bodywork, a 530-horsepower V12 and a claimed 207-mile-per-hour top speed. It employed rear-wheel drive instead of the Diablo's all-wheel drive, was coated in the same paint used on the French military's Dassault Rafale fighter jet and had fiber optic lighting, rear-view cameras and a GPS system. It was shown to the world at the 1998 Paris Motor Show, and again at the 1999 Geneva Motor Show.
Thought to be the last concept built on a Lamborghini body before Audi bought the company in 1998, AutoDrome, a French specialist in vintage exotics, has the Pregunta for sale for 1.6 million euros ($2.1M US). You can watch it hit the runway with a Rafale in the video below, then give AutoDrome a call if you're interested.

'Drive' the new Lamborghini Hurac?n today

Unless you're a captain of industry, a professional athlete or some kind of thickly bankrolled celebrity, there's a pretty good chance that you're not going to be amongst the lucky first owners of the upcoming Lamborghini Huracán LP 610-4 supercar. We can commiserate, as just the though of slipping behind the wheel of the Gallardo-replacing monster, and gunning the 610-horsepower V10 engine is enough to get our hearts racing.
It's a kindly gesture on the part of Lamborghini then, to put together this little Huracán driving simulator for us 99-percenters. Perhaps not the very last word in graphical presentation or life-like physics engines, the sim is nevertheless a cool diversion for a flash-based driving game. If you're like us, you'll need a few laps to get acquainted with the brutish steering controls, but we trust you'll catch on. Last one around the test track buys the first round of grappa at happy hour.