Lamborghini had a document 12 months in 2021: it delivered 8,405 automobiles, a rise of 13% over 2020 and, tellingly, 6,803 models greater than in 2011. Virtually all the firm’s manufacturing capability for 2022 is spoken for, so its reputation would not appear like it is going to wane anytime quickly. Andrea Baldi, the top of the Americas area for Lamborghini, sat down with Autoblog to speak about what this progress means for the long run.
“We’ve got greater than a year-long ready time for each mannequin. Even for the Huracán, which we launched in 2014. It isn’t simply the STO; it is the all- and rear-wheel-drive variants as nicely. We pre-sold the Aventador Ultimae in three weeks in July 2021, which was a document,” Baldi identified. The extra family-focused Urus has been vastly standard as nicely; it is the best-selling Lamborghini with 5,021 deliveries in 2021.
Lamborghini plans to proceed rising within the coming years, it should notably unveil 4 new fashions in 2022, however there is a set restrict to how far it will probably stretch. The manager workforce’s concept is to not rival Audi when it comes to dimension, and even Porsche.
“We undoubtedly wish to scale up our manufacturing a bit. The massive probability for us is the bounce into hybridization, as a result of it signifies that we’ll get a brand new era of automobiles. We’ll begin in 2023 with the Aventador’s successor, and the complete vary will progressively be electrified after that. This provides us a chance for the Aventador and Huracán successors to have a manufacturing line that may make extra automobiles,” Baldi revealed.
He stopped wanting telling us exactly what number of extra, however the enhance might be comparatively small — and sustaining the model’s exclusivity might be of paramount significance. “The thought will at all times be to have one automobile lower than demand,” he famous. “We’ll at all times have a ready time however it needs to be shorter, so we want somewhat extra manufacturing capability. When you sit in entrance of your own home and watch 10,000 automobiles go by, one might be a Lamborghini. We’re speaking a few small-digit share enhance, however for a luxurious model will probably be a giant change,” Baldi added.
Going hybrid unlocks different alternatives, like the flexibility to achieve new patrons whereas letting the agency keep on the precise facet of ever-stricter rules. And but, a lot of its clients nonetheless affiliate a super-sports automobile with a mighty inside combustion engine. “Basically, there’s a quite common issue amongst all clients: should you ask them what’s a super-sports automobile at present, they may reply it is one with an inside combustion engine,” stating that youthful clients are additionally more and more curious about what the long run holds when it comes to electrification.
Certain, an electrical motor delivers immediate torque and fast acceleration, however a lot of Lamborghini’s clients — and plenty of fanatics on the whole — are fascinated by engines. “It is like evaluating a digital watch to a mechanical watch. There may be an plain want to take care of this sort of complication in a luxurious super-sports automobile reasonably than going with one thing that simplifies this expertise an excessive amount of.” Regulators care little concerning the intricacies of a naturally-aspirated V12, so what’s subsequent? Lamborghini has already stated that it is taking a look at methods to maintain the interior combustion alive past 2030, and artificial fuels (just like the one sister firm Porsche is creating) may make this potential. “We have an interest and we’re following the dialog very carefully,” stated Baldi, although he burdened that it is too early to decide.
It goes with out saying that the Urus deserves an amazing quantity of credit score for Lamborghini’s current supply information, however its impact on the model goes past gross sales figures. Unveiled in 2017, it took the corporate right into a section that it had by no means really been current in — the LM002 was a totally totally different beast that was inbuilt very restricted numbers. In flip, launching a extra family-friendly mannequin made Lamborghini extra approachable. “Lamborghini had an ideal potential that wasn’t expressed fully. The model was identified at an unbelievable degree however we could not actually remodel this into gross sales. Now, 70% of Urus patrons are new to the model and a few then resolve to purchase a super-sports automobile.”
On the opposite finish of the Lamborghini spectrum, limited-production fashions have been surprisingly standard. The born-again Countach was bought out earlier than it was unveiled to the general public, and a few third of the manufacturing run goes to America. Some patrons even stated “I am going to take one!” earlier than they noticed the automobile in particular person. Whereas the Urus is a quantity mannequin, a minimum of from Sant’Agata Bolognese’s perspective, Baldi and his workforce will not be planning on diluting the corporate’s picture to chase gross sales figures. “We’ll by no means turn into unexclusive. That may be a promise,” he summed up.