Lamborghini is plotting “crazier” new models after the success of the Hurácan Sterrato and Hurácan STO showed “the sky is the limit” for how dramatically it can reinvent existing cars.
“From a brand perspective, [these models are] giving you opportunities that are immense,” Federico Foschini, the Italian brand’s sales and marketing chief, told Autocar.
“I think that we even didn’t leverage enough on the opportunity, because you can do a lot of stuff with the Sterrato; and I think that in the future, for sure we can introduce at a certain moment in time this opportunity.’
Hinting at the return of the Sterrato, Foschini said “we know that this is ready; the market is there”, meaning the only remaining hurdle is “we have to execute” it.
“We don’t only want to upgrade, we want to surprise,” he said, hinting at the prospect of also launching limited editions of the Urus and Revuelto, rather than sticking with only the Hurácan’s replacement, the Temerario.
Foschini said: “We are always looking for crazy things in all dimensions. For example, with the Urus, we went to Pikes Peak. We also presented an Urus just for racing [the ST-X]. But sometimes our concepts are becoming a reality.”
As well as new derivatives, Lamborghini is ramping up how much personalisation it offers customers in a move to boost profitability without increasing sales volumes.
For example, a new paint shop at its Sant’Agata factory means 400 paint finishes are offered on the Revuelto and Temerario alone.
Join the debate
Add your comment
I think it is disappointing to see Lamborghini focus on costly billionaire's specials, probably at ridiculous prices, and of little real interest to the motoring enthusiast. I remember when Lamborghini Maserati and Ferrari brought out "entry level" real world supercars - Urraco, Merak and 308 Dino come to mind, which were far more aspirational, far more exciting and far more likely to become sought after classics. Do they think people in their 40's put car posters on their walls? The cars are either attainable, or they are irrelevant. This is like EV 0-60 times. Who cares?