“We’re not selling mobility, we’re selling dreams. So you have to keep the dream alive, you have to keep the promise that cars are performance [orientated]. And it’s not only about the longitudinal acceleration, about numbers, but also about the motion and the lateral acceleration. I think this is going hand-in-hand with the new generation [of customers] stepping into this type of world and accepting it more than maybe 10 or 20 years ago.”
Where is the focus for Lamborghini as we approach that age of electrification?
“There are four pillars in my head. Design and performance, these are things that we have always done. The other two? It is the perceived performance. So how you feel, how engaged you are. Like a pilot. The other one is the sound. These are the things that are the most challenging, so the sound is something where we have to see what is coming up. I don’t want to say it’s easy – it will be different from today.
“We are already working on perceived performance. I think that the software is going to take major steps to help us improve lateral acceleration and the direction of the contact between machine and driver. These things are paramount for success.”
Is there room within Lamborghini for a Porsche Taycan rival?
“Well, for this model it will be an idea of a GT two plus two. With more ground clearance, I’m sure about that. I think that this is a good choice and can be a new body style, a new design approach, but still very much a real Lamborghini.”
Now that Audi is saying goodbye to the V10, how will the Hurracan replacement be different as a result?
“The difference [with the current Hurracan] will be huge not only in terms of design, but also in terms of powertrain because we will have a hybridisation system. We will have a completely new engine. But we are not revealing how many cylinders.”
What is Lamborghini’s peak sales figure, in an ideal world?
“It depends on the segments. It’s clear that if you have a segment like the SUV segment, even if it’s the top end, you have a bigger market. But you always have to pay attention to the fact that you have to sell less than demand. You have to pay attention to the residual values. Today, if you buy a Lamborghini you have to wait at least 18 months. And if you want to buy one immediately, a used car, you have to pay more than the sticker price.