Stephan Winkelmann, who was appointed head of Lamborghini in 2005, dramatically changed the Italian brand. It was under his leadership to expand its target audience with the Urus SUV. It also allowed a real technical leap forward for the Aventador by confirming the carbon monocoque chassis and an all-new V12 design. At the same time, it is the pioneer of very special limited edition models with special bodies, real collectors’ models that inspire other brands and are rewarded by enthusiasts. In March 2016, Stephan Winkelmann left at the head of Lamborghini to lead Audi Sport and then Bugatti.
since 1private In December 2020, he took over the role of CEO of the Sant’Agata Bolognese brand, which should lead the transition to electric motors. A dangerous task for a brand that seduces enthusiasts today thanks to its uniquely tuned naturally aspirated engines. But what’s right for sports cars that boost the brand’s reputation seems less problematic for them. Urus, which continues to increase sales. Thus, in 2021, Lamborghini sales set a record with sales of 1.95 billion euros, up 13% (8,405 cars sold) and 19% up, resulting in a jumping result of 49% (264 million euros).
Challenges – How has Lamborghini evolved between your departure and return as CEO of the brand?
Stephen Winkelmann – The company is no longer exactly the same, but many people remain, and so is the spirit. Sometimes, the second time you start something, it’s a disappointment. That was not the case here. When I returned, the staff gave me a standing ovation, which both moved and honored me.
How much does a small number of products (limited series models with special bodies) contribute to Lamborghini’s profits?
When we launched the first few products, we only had two models in the series and there were many ideas that we couldn’t bring to life. Initially, we wanted to prove how strong a brand Lamborghini is with these limited series, which helped us position its image. However, 99% of our revenue comes from models in the regular series.