Stephan Winkelmann: 'It's never about mobility'
Ferrari wants to break new ground with the Luce; Lamborghini's CEO just wants to keep selling the dream
Revolution is brewing. Having successfully pressured the EU to ditch its plans to ban combustion engines by 2035, some high-end carmakers are scaling back their EV ambitions and instead turning their attention back to piston power. Porsche kicked things off by announcing that its upcoming flagship SUV, originally planned as an EV-only platform, would launch with combustion and PHEV options, while Rolls-Royce recently declared that V12s would very much remain on the menu.
Then there’s Lamborghini. Unlike most of its rivals, Lamborghini announced outright that its EV project has effectively been dropped (or at any rate kicked into the very long grass). It’s a project the company had been working on since at least 2023, when it revealed its part-SUV, part-coupe Lanzador concept, resembling a cross between a Urus and a Huracan Sterrato. Admittedly, it was quite a cool-looking thing, but much like the achingly cool Estoque saloon, the Lanzador looks set to become another concept that goes unfulfilled. At least as an EV.
Speaking to PH at the launch of Lamborghini’s new Poole dealership, company boss Stephan Winkelmann echoed sentiments from other manufacturers that there simply isn’t enough customer demand to justify investing in EVs. “When we started to put in place a full-electric fourth model, it was based on assumptions that the acceptance curve would steadily grow, also for our segment”, he said. “We did a lot of updates on our idea in terms of technology, in terms of clinics, in terms of market researches, a lot of talks with our partners, the dealers, and also with customers.”
After an extensive amount of research, it became clear that the appetite for an electric Lamborghini wasn’t just flatlining, but actively declining. “We recognised that this curve is flattening and it’s going in the opposite direction”, adds Winkelmann. “If you look at why people buy a Lamborghini, it’s about design, performance, emotions. It’s never about mobility. It’s about fulfilling something which should be very special. We say it’s a dream.” Too few people, it seems, dream about something that can't be bounced off the limiter.
That doesn’t mean a fourth model is off the cards, though. For the last decade, the company’s lineup has consisted of a V12 halo model (now the Revuelto), a mid-engined supercar (now the Temerario) and the SUV-shaped Urus, with the occasional ‘few off’ specials like the Fenomeno Roadster thrown in for good measure. Hard to believe that’s as big as Lamborghini’s product portfolio has ever been, so lumping an EV into the mix seemed like a logical (and once necessary) next step given the direction everyone anticipated the market would go. With the Lanzador now in the bin, Winkelmann is now eyeing a more traditional model to join the lineup.
“When we looking to a fourth model, we are looking at something in between the Urus and the Temerario, which will be a GT car, a two-door 2+2”, he said. Sound familiar? It should, because Lamborghini has been toying with the idea of bringing a grand tourer back into the range since teasing the V10-powered Asterion concept in 2014, or 2008 if you count the four-door Estoque. And while the Lanzador resembled a two-door Urus, it was very much billed as an electric 2+2 GT.
While Winkelmann remained tight-lipped on details, you’ve got to imagine that the company would have made a decent amount of progress on the Lanzador after its unveiling three years ago. That could mean adapting it to accept combustion power, with the 4.0-litre twin-turbo V8 from the Urus being a logical choice. Alternatively, there’s the MSB platform from parent company Volkswagen that underpins the Bentley Continental GT, Flying Spur and Porsche Panamera, which would make a fine foundation for a Lamborghini grand tourer. Whatever direction the company takes, Winkelmann says the new model remains “a big effort for the entire organisation.”
On top of that, Winkelmann suggested that planning was underway for future Temerario variants. “I'm not saying it’s very predictable what we are going to do”, he said, “but if you look back at the history, this is something [to look into].” Coy as ever, though if the Huracan’s production run is anything to go by then it shouldn’t be long before spy shots of lighter, more focused versions of the Temerario start emerging.
So there are a few offerings in the works that are all set to bolster what is already a strong portfolio, as backed up by record sales posted earlier this year. And yet, Lamborghini is still technically a small manufacturer, given it sells fewer than 10,000 cars and, therefore, won’t need to worry about the stringent, costly Euro 7 regulations until 2030 (whereas larger carmakers like Porsche will have to deal with it in November this year). While that affords the firm time to adapt its V12 and V8 engines to the new regs, it’ll still have to find a way to slash emissions and, more worryingly, lower the volume from the exhausts. “For us to maintain the performance and keep the DNA of the brand alive is a constant challenge because rules change too often”, said Winkelmann. “It’s very complex with a V8 and V12. But we will handle it.”
In the meantime, there’s a fourth model to prepare and new variants to dream up. And while an electric car won’t be among them, Winkelmann hasn’t ruled out a Lamborghini EV in the future. “We continue to work on electrification, and also on a full-electric car”, he noted. "But we don’t think that now is the time.” If the reception that greeted Ferrari’s new Luce is anything to go by, Lamborghini's CEO is right on the money...
Seems a bit early to be betting the house on business as usual. Ferrari may well have played a blinder by getting the relatively safe Luce out there (safe as in it’s a test bed that is targeted at their non-core audience).
Seems a bit early to be betting the house on business as usual. Ferrari may well have played a blinder by getting the relatively safe Luce out there (safe as in it s a test bed that is targeted at their non-core audience).
I know that's all anecdotal, but I'd be interested if anyone else has noticed something similar.
My favourite supercar brand that maybe someday will be in my reach.... Its just that I do not want older models, I am a new(ish) type of guy.
"If you look at why people buy a Lamborghini, it’s about design, performance, emotions. It’s never about mobility. It’s about fulfilling something which should be very special. We say it’s a dream"
TX.
Seems a bit early to be betting the house on business as usual. Ferrari may well have played a blinder by getting the relatively safe Luce out there (safe as in it s a test bed that is targeted at their non-core audience).
Lambo not having to worry until 2030...that's less than 4yrs away. If they're not thinking down these paths already, they aren't leaving themselves much time.
Maybe the legislators will do a massive volte face...I don't see it personally.
I also think the Chinese are catching up in all the areas beyond drivetrain. Young kids now, who will be the buyers of these things by the time the legislation kicks in, do not have the sentimental attachment to noisy, vibrating power trains that necessitate the need to stand at a fuel pump for 5mins paying extortionate money for hydrocarbon fuel, sucking in the aroma, that we do. Companies digging in trying to appeal to the 50+ demographic only are signing their own death warrant.
It's even more comical when vendors are already piping fake sound into cabins even for ICE cars.
I love Ferrari and Lamborghini. But nothing has a right simply to exist, and legislation has always had to be adhered to. Not taking this legislation seriously is a massive risk IMO. Maybe they know things we don't. Maybe they're happy to sell into markets with no mandates...but those are from the biggest markets for them so I doubt that's a lifesaver.
I'd forgotten about the Asterion and Estoque...they could be great start points for Lambo's version of the Luce...doesn't seem like that's palatable though. Hey ho.
Lambo not having to worry until 2030...that's less than 4yrs away. If they're not thinking down these paths already, they aren't leaving themselves much time.
Maybe the legislators will do a massive volte face...I don't see it personally.
I also think the Chinese are catching up in all the areas beyond drivetrain. Young kids now, who will be the buyers of these things by the time the legislation kicks in, do not have the sentimental attachment to noisy, vibrating power trains that necessitate the need to stand at a fuel pump for 5mins paying extortionate money for hydrocarbon fuel, sucking in the aroma, that we do. Companies digging in trying to appeal to the 50+ demographic only are signing their own death warrant.
It's even more comical when vendors are already piping fake sound into cabins even for ICE cars.
I love Ferrari and Lamborghini. But nothing has a right simply to exist, and legislation has always had to be adhered to. Not taking this legislation seriously is a massive risk IMO. Maybe they know things we don't. Maybe they're happy to sell into markets with no mandates...but those are from the biggest markets for them so I doubt that's a lifesaver.
I'd forgotten about the Asterion and Estoque...they could be great start points for Lambo's version of the Luce...doesn't seem like that's palatable though. Hey ho.
TX.
"If you look at why people buy a Lamborghini, it s about design, performance, emotions. It s never about mobility. It s about fulfilling something which should be very special. We say it s a dream"
TX.
"Emotions"...needs defining. I think much of it is wrapped up in design and performance. Then you have noise and vibration...as above, those of us who grew up with s
tty, gruff sounding 4-pot bangers in humdrum stemobiles yearned for a glorious V12 or V8. In part because they produced the power and hence gave the performance that nothing else could achieve...but also because if a noise had to be there, they sounded SOOOO much better.Kids today (I use my own as a daily benchmark) aren't bothered about that though. In fact they don't like it, and think people screaming down the road at full noise are knobs.
And as above, manufacturers started piping fake noise into cabins a while ago as noise emissions and a bit of "social awareness" started to be factors.
Is it a case that the market really doesn't exist, or that there is no product to get people genuinely excited? Was there a "market" for the Miura when it was released? It sure as s
t wasn't only that it had a V12 that was different...so what were the focus groups telling Ferruccio before that was designed?Where was the "market" for the first petrol engined cars? Horses did everything, no? Was uptake immediate? Were there any dissenters?
Assuming legislation stays put, the market for new ICE cars in the main markets will be zero in less than 10yrs' time. So what then? If these companies want to stay in business, they're going to have to put all their years of experience into making exciting product down a slightly different path. I'd have thought they'd be better off starting sooner rather than later.
TX.
They've sold 50 thus far. £2m+. Unestablished marque.
At that end of the market, it seems like collectability is key.
That notwithstanding...if ICE cars are verboten, the market for those will be somewhat smaller.
With ultra-bespoke stuff at that end of the market, milking it until the legislation is bang in force is less of an issue I suspect. If you need to sell 10k units to survive, it's very different.
We'll see. I'm not an EV evangelist. I'm a car guy. I want special, exciting cars to continue to exist...I couldn't really care less about the drivetrain if the fundamentals of a car exist are "right". I don't believe Ferrari or Lamborghini cannot make an exciting car with a non-ICE powertrain because I don't think the powertrain is all those cars are about - they're certainly not *all* I was interested in when they encouraged my love of cars and spending more money than is sensible on them.
Indeed most current Ferraris (as an example) I couldn't give a monkeys about as they look terrible inside and out.
Lamborghini run the risk of being stuck with nowhere to go and a shrinking market with this approach to business in my view.
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