While most luxury car manufacturers have embraced electrification, the founder of Pagani maintains a firm stance against this trend. For him, hybrid supercars do not meet the expectations of true enthusiasts and do not represent the future of the premium segment.
A choice that goes against the grain of the industry
Electrification has become commonplace in the luxury supercar segment. Iconic brands like Ferrari, Lamborghini, Porsche, and even Bugatti have all integrated hybrid systems into their most successful models. However, Horacio Pagani, founder of the eponymous brand, is swimming against this trend.
Pagani's latest model, the Utopia, sticks with a 6.0-litre twin-turbo V12 engine without any electric assistance. This bold decision reflects Pagani's deep-seated belief that its customers are simply not interested in hybrid technology in this market segment.
The reasons for a strong skepticism
In an interview with The Drive magazine at the presentation of the Utopia Roadster in the United States, Horacio Pagani made his point bluntly. “The reality is that no one is interested in a hybrid car,” he said. This provocative statement is based on his own experience and his perception of his customers' expectations.
Pagani admitted to owning hybrid cars himself, including a Porsche 918. However, he stressed that when he really wants to have fun behind the wheel, he turns to pure sports cars like the Porsche 911R or the Carrera GT. According to him, his customers share this vision and prefer the authenticity of a traditional combustion engine.
The technical challenges of hybrid supercars
The Italian manufacturer points out several problems inherent to hybrid supercars:
A strategy dictated by market demand
Horacio Pagani insists that his position is not dogmatic, but pragmatic. “We have to build what our customers are going to buy,” he explains. The company's modest size does not allow it to develop technologies that its customers do not want.
The manufacturer reveals that it has seriously considered the creation of a hybrid vehicle, or even an entirely electric one. An electric hypercar project was even launched in 2017, involving partnerships with Mercedes-AMG and Lucid. However, faced with the lack of enthusiasm of its customers, Pagani preferred to refocus its efforts on what makes its reputation: exceptional V12-engined supercars.
An uncertain future for electrification at Pagani
For now, Pagani does not seem to be in a hurry to abandon its iconic V12, which is approved until 2031. This clear-cut position nevertheless raises questions about the long-term future of the brand in a context of increasingly strict environmental regulations.
Pagani's strategy illustrates the dilemma facing supercar manufacturers: how to reconcile regulatory requirements with the expectations of a clientele attached to a certain vision of automotive performance?
Pagani's approach, while risky, could pay off in the short term by building a loyal customer base of purists. However, the brand will inevitably have to look at alternative solutions to ensure its sustainability in a rapidly changing market.
Horacio Paganiโs stance on hybrid supercars underscores the complexity of the challenges facing the luxury auto industry. Between technological innovation, environmental regulations and enthusiast expectations, the balance remains difficult to find. Time will tell whether Paganiโs vision was visionary or whether it represented the last lights of a bygone automotive era.