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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.
Do you plan to increase the launch rate of these few discounts?
Today, there is a real distinction between hypercars (e.g. McLaren Speedtail), which are real technological laboratories, and a few discounts out there to refresh the brand’s perception. It is only possible to do it occasionally for these latest models: demand is strong with each new model and the collection’s market value is very strong. The Countach has proven that once again. But we have to guarantee their exclusivity, and they essentially serve as a showcase. I can say that there will be no new ones until 2024. We will be busy updating our range.
Lamborghini Ignition
What is your production policy? Do you intend to increase the number of cars produced each year or, on the contrary, set a limit to guarantee the exclusivity of the brand?
We want controlled growth; Lamborghini’s desirability must remain high and the brand must have a strong identity. As we did with the Urus SUV, we will offer offers in new segments and this will go from a 100% electric model in the second half of the decade. These models are vectors of growth, but they must respect the identity of the brand. In addition to loyal customers, our sports car range attracts additional customers each year. But more slowly. What is clear is that we are not after market share.
The atmospheric V10 and V12 are a strong feature of Lamborghini. How long do you think you can keep them in production?
I can confirm in advance that the Aventador replacement will feature an all-new naturally aspirated V12 along with a plug-in hybrid engine. It is too early to talk about the model that will replace the Huracan, which is planned for 2024 and will again be a plug-in hybrid.
How do Lamborghini customers perceive electrification?
Most know and accept rules and standards. Some new customers would not accept an electric and environmentally unfriendly sports car. One thing is for sure, as a sports car manufacturer we always need to raise the bar in terms of performance, whether it’s acceleration, top speed or handling. Many customers flock to current models, which they consider to be the last of their kind, helping to increase value in the collectibles market. It’s a delicate balance: we must comply with regulations that are perfectly feasible, while staying in tune with our customers’ dreams. We will have reduced our CO emissions by 20252nd Two. I am for the equal application of the rules to all players in the market and we are doing everything to reduce our environmental footprint. However, it should be borne in mind that due to the small number we produce and the low average mileage covered each year (5,000 to 6,000 km for the Huracan and Aventador), our cars represent only a minimal part of their environmental impact. circulation.
Do you plan to go further in sharing platforms and mechanics with other brands of the Volkswagen group?
First, the backups of the Aventador and Huracan will feature a Lamborghini-specific mechanical architecture. The Urus has opened a new world for us, and its success proves that customers accept platform sharing with models from other brands, provided it is performance and character. The results of the Urus also allow us to finance the development of our sports cars, which are part of our history. So we will continue this orbit with our fourth model. Sharing items is also an excellent way to access technologies that are very expensive to develop and required in certain market segments, particularly driver assistance.
What will be the body type of your 100% electric model? Do you think Lamborghini customers are more open-minded than others about the radically new shapes enabled by new mechanical architectures?
With the exception of the LM002, our first attempt at giving our customers a new silhouette was Estoque, which received an incredible response. Then we wanted to explore the trace of a GT using the Aventador platform with the Asperion. It was again a critical success. It is certain that customers are ready to see our innovations for our future body style. Because they know that Lamborghini does things differently than its competitors. We will be able to present a devastating silhouette, but still be immediately recognizable as a Lamborghini.
Is the Chinese market an important starting point for you?
By 2005 we had just settled in China and were only selling 5 to 10 cars a year. Because if China is the first world market, the first market for sports cars remains the United States by far. So much so that America remains our number one selling point, even though China is currently in second place, mainly thanks to our Urus SUV.