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Is luxury not experiencing the crisis? Difficult for a manufacturer like Lamborghini to silence this adage as the commercial results were once again very good in 2023. Enough to see the future with enthusiasm? The answers from the CEO of the Italian brand Stephan Winkelmann himself.
An important head breaks in 2023
The main information to remember regarding Lamborghini’s sales figures last year is that the Sant’Agata Bolognese manufacturer crossed the 10,000 mark for the very first time in its history with precisely 10,112 vehicles delivered in the space of one year. “We are delighted with this,” said Stephan Winkelmann. No objective is set for 2024 but Lamborghini has stocked up on orders, “enough to last two years”.
It is in the Europe, Middle East and Africa zone that the increase was the highest with +14% compared to 2022 and a total of 3,987 vehicles registered. Added to this are the excellent results in America: +9%. As such, our American friends are still the leading Lamborghini consumers with 3,000 sales in this territory alone. France only comes in 11th position with 255 models sold.
Obviously, such success would not have been possible without the performance of the Urus. The SUV alone still represents significantly more than one in two sales (60.2% of total registrations). Despite its great age, the Huracán still has good commercial leftovers with 3,962 units delivered in 2023.
Intensification of the electrification strategy
For its 60th anniversary, Lamborghini will have celebrated its anniversary properly in 2023 with the presentation of the replacement for the Aventador and the first plug-in hybrid model in its history, the Revuelto, or even the revelation of a 100 concept car % electric, the Lanzador, which will lead to a production model in 2028. 2024 will not be left out with two major launches planned: the restyled Urus as well as the replacement for the Huracán. From these models, we will ultimately not learn much during our interview with Stephan Winkelmann except that the first will be launched in the first part of the year, and the second towards the end of the year or even that we will know more about the second around March.
Something else, and this was also the subject of this conversation, to talk about the new phase of Lamborghini’s electrification plan called “Cor Tauri Management” mentioned for the first time in 2021. In this case, this will accelerate from this year. The Urus, for its update, will go hybrid, the replacement for the Huracán. The latter will be the “second plug-in hybrid model in the range”, after the Revuelto. Which seems to mean that hybridization will not be as advanced on the SUV. We should expect a variant “full-hybrid” or even micro-hybrid. In any case, this will allow Lamborghini to be the first manufacturer of this caliber to offer a fully hybrid range from the end of 2024.
Even if it is not planned for immediately, the marketing of the first 100% electric model will be another decisive step. As such, the presentation of the Lanzador made it possible to gauge public interest. The challenge was twofold, Stephan Winkelmann insisted: “it’s the first zero-emission car and it belongs to a new segment that didn’t exist (it’s a 3-door, 4-door coupe-SUV). places, editor’s note)”. While he expected the reception to be positive in terms of styling, and it was, he had some reservations about the engine but “the reception was much better than expected”.
Breathing the soul of a Lamborghini into an electric model is the whole challenge of this next stage. Stephan Winkelmann does not say he is worried “in terms of behavior, performance”. In addition, we are working internally to ensure that there are “sonic alternatives”. “When we talk about 100% electric cars, it’s obvious that we analyze very carefully what can be done.” Finally, autonomy is not really a problem. After all, the brand’s customers often have 5, 6 or even more cars in their garage. The release is only occasional. Ultimately, the biggest challenge is replacing the V10 and V12.
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To sum up
2023 will have been an excellent vintage for Lamborghini which has just broken a new sales record. What to expect next? Stephan Winkelmann, its CEO, answered our questions.
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