In a rapidly changing automotive world, the prestigious Lamborghini brand is at a turning point in its history. Between sporting tradition and ecological imperatives, the manufacturer from Sant'Agata Bolognese is rethinking its range to stay in the race, without denying its DNA made of performance and emotions.
A legendary legacy
Founded in 1963 by Ferruccio Lamborghini, the bull brand quickly established itself as one of the flagships of the Italian automotive industry. Born from the desire to compete with Ferrari on its own turf, Lamborghini has forged a unique identity, combining flamboyant design and exceptional performance.
The Miura, the first supercar in history, made its mark in 1966 with its mid-rear engine and revolutionary lines. This avant-garde philosophy has continued over the decades, giving rise to iconic models such as the Countach, the Diablo and, more recently, the Aventador.
A range in full evolution
Today, the Lamborghini range is structured around three pillars. The Huracรกn, a relative entry-level model with its V10, embodies the spirit of the pure and hard sports car. Launched in 2014, it has had many variations, each more extreme than the last.
The Aventador, the brand's flagship for more than ten years, bowed out in 2022. Its replacement, the Revuelto, marks a major technological turning point by adopting a plug-in hybrid engine. Retaining the legendary naturally aspirated V12, it adds three electric motors for a combined power of 1,015 horsepower.
Finally, the Urus represents Lamborghini's diversification into the lucrative sports SUV segment. Launched in 2018, it quickly became the brand's best-selling model, attracting a new clientele while retaining Lamborghini's signature styling codes.
The challenge of electrification
Faced with increasingly strict environmental standards, Lamborghini has had to review its strategy. The โDirezione Cor Tauriโ plan provides for the gradual electrification of the entire range by 2024. The Revuelto is only the first step in this revolution.
The Urus will also receive a plug-in hybrid version, while the Huracรกn's replacement will adopt a similar engine. Lamborghini has even announced the development of a fourth 100% electric model for the end of the decade.
This transition represents a major challenge for a brand whose identity is intimately linked to the sound and vibrations of its combustion engines. Engineers are working hard to preserve Lamborghini's DNA in this new electric era.
A niche but flourishing market
Despite stratospheric prices โ expect at least 248,000 euros for a Huracรกn and more than 500,000 euros for a Revuelto โ Lamborghini is enjoying unprecedented commercial success. In 2023, the brand delivered 10,112 cars worldwide, an absolute record.
In France, an important market for the brand, Lamborghini registered 156 vehicles in 2023. A seemingly modest figure, but which represents a growth of 27% compared to the previous year. The Urus remains the most popular model, followed by the Huracรกn.
These sales, although limited, generate considerable turnover and profitability for the Volkswagen group, owner of the brand since 1998. They also make it possible to finance the development of future technologies necessary for the survival of Lamborghini.
The future of Italian sportiness
While electrification seems inevitable, Lamborghini intends to maintain its status as an exceptional manufacturer. The brand is banking on cutting-edge technologies, such as composite materials and active aerodynamics, to compensate for the weight of the batteries and maintain performance worthy of its reputation.
Design will remain a key element of Lamborghini's identity. The Terzo Millennio and Siรกn concept cars have already given a glimpse of what the brand's design language could be in the electric age: as radical and spectacular as ever.
Finally, Lamborghini will continue to offer limited series and one-offs to satisfy its most fortunate and passionate customers. These unique models, true rolling works of art, contribute to maintaining the brand's aura of exclusivity.
Lamborghini's history is one of a perpetual quest for excellence and innovation. Faced with the challenges of the 21st century, the bull brand seems determined to continue writing its legend, combining heritage and modernity. Enthusiasts can rest assured: the roar of the bull is not about to die out, even if it could well take on an electric accent in the years to come.