Lamborghini’s Corrida de Tores (Bullfight)

Record deliveries, record profits and record sales; Lamborghini is charging through the market with great success. The company long-known as a symbol of excess, over-the-top and garish styling is trying to have its cake and eat it too in the new gentler greener world.

A brief history, albeit incomplete and somewhat abridged. Ferruccio Lamborghini, an Italian businessman and entrepreneur began in the military as a mechanic. After the war (World War 2), he began his business in agricultural equipment. It brought him a great deal of success. Subsequently, he bought a Ferrari. As a mechanic he found things he didn’t quite care for and as legend has it, met with Enzo Ferrari to discuss the vehicle’s shortcomings. Enzo, having none of it, told Ferruccio to stick to building tractors. And it was in that moment, Automobili Lamborhgini was conceived. 

Whether it was spite, rage, sheer will of determination or a combination of all, regardless of legend, the perception of Lamborghini was that of an underdog, and a middle-finger to the automotive establishment.

Despite enthusiasm and publicity, the company struggled financially. The car's mystiques carry them through, but not without struggles. Quality control on Italian cars seemingly was dependent on the day and the amount of vino the staff had on lunch. Lamborghinis weren’t exempt but no one seemed to mind. 

Even with icons like the Miura, Countach and indelible Diablo, the company still fought to merely exist. After multiple acquisitions and purchases, a German company saw something special and laid out the cash to buy. Many wondered what implications a German manufacturer (known for its sensible and engineering-heavy approach) would have on a flamboyant Italian icon.

The first Volkswagen Auto Group-designed car that rolled out was the Lamborghini Murciélago. A modern icon and a smashing success for the brand. Quickly after, the Gallardo premiered. It would go on to set sales records for Lamborghini during its 10 year duration. Then the Aventador came to replace the Murciélago, and the Huracán for the Gallardo. Now we have the Revuelto as the current V12-hybrid for the flagship, the SSUV Urus, and the soon to be revealed Huracan replacement (another hybrid).

But Lamborghini isn’t just about cars anymore. It’s now a lifestyle brand, and even when it wasn’t, Tonino Lamborghini (Ferruccio’s son) sold items capitalizing on the family and business’ recognition under his own name - not-affiliated with the factory. Now, Automobili Lamborghini leverages influence in video games, clothing, events, art, computers, environmental causes, and has a heavy hand in motorsports.

VAG has been very good for Lamborghini. The manufacturer has never been in a better place financially. It’s raking in so much cash, it will develop the Huracán replacement as its own ride and not based on another chassis. Whether that is the cause or effect of Audi’s discontinuation of the R8 platform has yet to be identified.

 

And while Lamborghini isn’t exclusive in this approach, it raises the question, does the wide net have merit? Absolutely and without a doubt, as the financials prove it. Lamborghini’s annual revenue last year was $2.59 billion USD. That’s up 22% from the previous year. And doesn’t show any sign of slowing down.

Per Decornare un toro Maturo (To Dehorn a Mature Bull)

Are financials the only good metric for a car company? Accountants might tell you, yes. The marketing department will tell you no, and enthusiasts only equate success with the amount of manual transmission cars produced. 

Yet in 2023, Lamborghini looks and feels quite corporate compared to what the original, or even Lamborghini at the turn of the century. The brand that fought the establishment is now aligning itself as the establishment. It’s apparent self-castigation on full display with its Direzione Cor Tauri. 

The Direzione Cor Tauri from the company’s website:

“In May 2021, Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, announced the “Direzione Cor Tauri” program, which will lead the Company along the road to decarbonization of its future models and the continuing offsetting of CO2 emissions at the Sant’Agata Bolognese site based on a holistic approach for its environmental sustainability strategy.

The Cor Tauri roadmap represents a first step towards a complete decarbonization plan and it will consist of three phases:

- Celebration of the internal combustion engine (2021-2022)

- The transition to hybrid (by the end of 2024)

- First Full Electric Lamborghini (second half of the decade)”

A farewell celebration to one of the pillars that helped make the brand; its 12-cylinder internal combustion engine. 

Currently, in transition to full hybrid status, the company has shown its latest flagship - the Revuelto. The Aventador replacement that still utilizes a V12 engine, but now in tandem with electric motors. As the reviews and performance figures begin to trickle out, there is no denying the incredible performance the hybrid configuration provides.

The first fully-electric Lamborghini Lanzador (Spanish for “Pitcher”) broke the concept covers at the 2023 Monterey Car week. It’s a 2+2 Gran Tourismo concept to usher in the all-electric future of Lamborghini in 2028. 

A plug-in hybrid powertrain will be the heart of the yet to be named Huracan replacement. Speculation is a twin-turbocharged hybrid V8. Spy videos are popping up with uncertain audible engine sounds. We know for a fact it’s not the naturally-aspirated V10. 

Preservation of the Brand’s Heritage

Automobili Lamborghini opened the Lamborghini Polo Storico in Spring 2015. “It is the center dedicated to classic Lamborghinis and the preservation of the historical heritage of the House of the Raging Bull”, according to the company site. 

Much like Ferrari’s Classiche, the Polo Storico offers factory original spare parts, restoration and documentation of all the Sant’Agata Bolognese bulls, up till the Diablo 6.0SE. And with the company’s 60th Anniversary this year, they rolled out the red carpet for these classic Lamborghinis. 

Most recently, the “Giro Polo Storico'' was a three-day celebration across northern Italy with strictly classic Lamborghini vehicles. And earlier in 2023, Polo Storico kicked off the company’s 60th anniversary at THE ICE motoring event and concours d’elegance. One highlight being the on-ice driving experience of a Miura P400, that had been certified by the Polo Storico in 2020. 

These events and promoted experiences are a wonderful indication of the brand's intent to keep the past relevant and engaging. Add in factory support to outside organizations like Lamborghini Club America which hosts global driving events for all aged Lamborghini, assures a strong outlook for the enjoyment and preservation of gasoline-powered variants.

Perspective and Outlook

There is no denying both the automotive and cultural influence of Lamborghini. Its dominion and expansion is larger than perhaps even Ferruccio could have conceived. With a full line of cars, video games, clothing, memorabilia or esperienza events, you don’t have to own a Lamborghini to be in the family.

That being said, long-time fans and enthusiasts may be slightly hesitant with the brand's continued expansion. Perception of it being diluted for mass consumption could hurt the exclusive image that supercar manufacturers and its clientele desire. And in many ways, that already has occurred since the release of the Gallardo. And with the advent of the Urus, the Huracán, it’s upcoming replacement, and leasing options from factory-authorized dealers, the Lamborghini dream is far more accessible than ever before. Which is good for consumers, but may not be for brand exclusivity. 

The results? A continued and increasing stream of revenue. And with the company undoubtedly going back into research and development for further electrification, Lamborghini faithful can hope for a boost in support for the past ICE variants through continued service and events.

And while “the future is electric” according to many pundits and pawns, enthusiasts know the best days

of the automobile may just in fact be behind us. And as they whirr off into the electric future, when they look in their rear-view mirror they’ll see us, defiant, with our dinosaurs, middle finger to the establishment and smiles on our faces.