CEO Stephan Winkelmann attributes Lamborghini's success in a difficult geopolitical environment to a number of reasons. There are more and more very wealthy people around the world who can and want to afford such a vehicle. And then the trend is increasingly moving towards luxury. Lamborghini's recipe for success is not to sell mobility. „We fulfil dreams! It's about design and performance, but it's about more than performance data. It's about emotions", he says.

According to Winkelmann, the current market development represents a turning point for Lamborghini in several respects. For example, there is „the expansion of our model range, and therefore other customers. And then we have to familiarise our customers with electrification.“

Until now, the Audi subsidiary has been synonymous with very powerful engines. Lamborghini is now investing at least 1.9 billion euros in a new growth phase. 500 new employees will be hired. Production of the Revuelto is currently being ramped up in a completely renovated production hall, which is largely digitalised. The first Lamborghini hybrid model was launched in 2023. „It was a revolution," he says. "For us as a manufacturer of super sports cars, hybridisation is the right way to go. It shows that you can reduce emissions and increase performance at the same time. Customers have accepted that.“

The plug-in version of the Urus SUV, which accounts for 60% of sales, will also be presented in 2024. In 2025, the hybrid versions of all three model series will be on the market.

For the „models suitable for everyday use“ such as the Urus and the fourth model series, the four-door GT sports car Lanzador, the future will be all-electric. This model is due to arrive „before the end of this decade“. It will be priced between the Urus (265,000 euros) and the new Huracan (over 300,000 euros). This means that the Lanzador will be significantly less expensive than the first Ferrari all-electric model announced for 2025, which is expected to be available from 500,000 euros.

„We want to use hybrid engines in our Revuelto super sports car and the Huracan successor for as long as possible – beyond 2035 if possible,“ Winkelmann clearly states. According to EU plans, 2035 should actually be the end for combustion engines.

Winkelmann would like to see „harmonisation at a global level for the issue of fine particulates and CO₂ reduction“. He wants to see more technological openness: „The door should be left open for the use of synthetic fuels, for example.“ He also believes it is urgently necessary for „governments to have a clear plan. The question is where the electricity for electric cars will come from. And there needs to be a timeframe that all parties involved must commit to with regard to the development of the charging infrastructure. Manufacturers need to address issues such as the price of the vehicles, charging speed and range.“

Alongside Ferrari, Lamborghini is one of the few remaining figureheads of the Italian car industry. With 10,112 sales in 2023, the Audi subsidiary has almost caught up with Ferrari (13,663). However, Lamborghini currently only has three model series, while Ferrari has six. In terms of net margin, the two rivals are practically on a par at around 27%. According to Winkelmann, Lamborghini is „back on record course. In terms of deliveries, turnover and earnings. We have an order backlog of 1.5 years, and 2024 will be a very good year - also in terms of returns.“

But the CEO still sees room for improvement. The aim of the new working time model, which grants employees up to 22 additional days of holiday, is to „at least ensure the same level of productivity. The new regulations, which mean more flexibility for us, will be implemented at the end of 2024“ and will lead to ’efficient use of our investments. We can plan better and continue to grow in a controlled manner. For us, this always means that we don't get the maximum out of it. But it's not about reducing working hours. Above all, working hours will be distributed differently, more flexibly."

Unlike Ferrari, Lamborghini benefits from being part of a group. „We have economies of scale in purchasing, we benefit from the possibilities of the group's platform and software strategy. This means we can also purchase within the group. That is a huge advantage for us," he says. Conversely, Volkswagen „benefits from our expertise in lightweight construction, and we are the benchmark for high-performance engines.“ The group also benefits from Lamborghini's customer potential. Some customers equip their company car fleets with other group products. And Lamborghini rounds off the top end of the group's range.

The goal remains to generate more revenue per car from each individual vehicle through options, special equipment and ever more customisation. With the renewal and expansion of the model range, there is new potential in this respect. Winkelmann illustrates what this looked like with the Countach special model: The limited edition of 112 cars come at a price of 2.2 million euros, and so generated 250 million in sales, – 10% of the total turnover of 2.6 billion euros.

„The revenue share is even higher, though you can't do that too often because that would lead to dilution", says Winkelmann. And he is clear on one thing. „There will be no car from Lamborghini below the Urus price of 265,000 euros.“