Boss Stephan Winkelmann lays out his plan of attack for what he considers a completely new beginning for the supercar brand.
knows a thing or two about challenges. He was at Lambo in 2009 when the global financial crisis hit and sales of expensive supercars tanked. A few years later he had to convince the aficionados a Lamborghini SUV built using Porsche and Audi parts would be a good thing, and it wouldn't corrupt a brand famous for building some of the fastest, most extreme cars ever made. Now he lays out his plan of attack for future-proofing the iconic brand.
There's money to spend on new products. Lamborghini, which went bankrupt in the late '70s and struggled through the '80s and '90s, is positioned better than ever to determine its own destiny. The problem is, determining Lamborghini's destiny isn't as straightforward as it used to be.
Winkelmann says many existing Lamborghini customers will readily accept the idea of an electric Lamborghini GT."Most of them already have an electric car," he says. He believes a fast, comfortable, dramatically styled, electric-powered daily driver is the logical starting point for Lamborghini's transition to full electrification in the mid-2030s, when the Aventador and Huracán replacements are themselves replaced by electric models.
Winkelmann says he's confident Lamborghini can make electric vehicles that look like Lamborghinis and perform like Lamborghinis. But they won't, he acknowledges, sound like Lamborghinis. At least not like the Lamborghinis we've all come to know and love. Will it matter? He isn't sure."That is going to be digested by the new generations coming up," he says, noting the Lambo buyers of tomorrow are today barely in their 20s.
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