Lamborghini CEO discusses future strategy, electrification, and maintaining brand identity

Stephan Winkelmann, CEO of Lamborghini has outlined a vision to ensure the brand’s future in the electric vehicle (EV) market while maintaining its iconic appeal. In an exclusive interview with CAR Magazine, Winkelmann emphasized that the company’s focus is on delivering performance and emotion, particularly as it moves toward electrification. “It’s our job to make sure Lamborghini will be acceptable in the next decade,” he said, highlighting the challenge of transitioning from traditional supercars to sustainable, yet thrilling, EVs.

Lamborghini’s success is evident in its impressive order book, which averages a 1.5-year wait. The company delivered over 10,000 cars globally last year for the first time, a milestone that speaks to the strong demand for its luxury sports cars.

However, Winkelmann stresses that growth isn’t the main priority. “It is more about getting more margin out of every single car,” he said, noting that personalization is key. Lamborghini offers a staggering range of more than 100 exterior paint options and 47 interior colors on its Urus model, a testament to the brand’s commitment to bespoke luxury.

The upcoming electric crossover, the Lanzador, marks Lamborghini’s first full electric vehicle, due to launch by the end of the decade. Winkelmann explained that the company’s strategy involves creating synergies between its current models, such as the Urus and the upcoming Lanzador. “We want to get the best out of both worlds – a GT car, a 2+2, but with more ground clearance,” he explained, pointing to customer preference for higher seating positions.

The Urus SE hybrid, launched in 2024, is seen as a step toward electrification, combining the brand’s signature performance with reduced CO2 emissions. Despite the shift toward hybrid and electric models, Winkelmann acknowledges the challenge of maintaining the emotional connection with customers, especially as the roar of the engine becomes quieter. “The sound is something we will never replicate,” he said, underscoring the difficulty of recreating the visceral thrill Lamborghini’s cars are known for.

Lamborghini’s customer base continues to evolve, with 41% of Urus buyers under the age of 40 and nearly a third being women. While the Urus has found appeal among young professionals, many customers are also family-oriented, reflecting the brand’s growing presence in the SUV segment. “We meet our customers at events, and they often talk about how their kids influence their decision to buy a Lamborghini,” Winkelmann shared.

Despite challenges like geopolitical tensions and supply chain disruptions, Lamborghini remains resilient. “We can’t be much better positioned,” Winkelmann said, attributing the company’s success to its product strategy and strong brand identity. He emphasized the importance of customer engagement, particularly in markets like the UK, where Lamborghini is a top player.

Looking ahead, Winkelmann remains confident in Lamborghini’s future, despite the pressures of electrification. “We are not selling basic mobility. We are selling dreams,” he said, reaffirming the brand’s commitment to innovation, luxury, and performance.

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