Lamborghini recently showcased its vision for the future at the Quail, A Motorsports Gathering event by unveiling the Lanzador, a concept car that represents what a high-riding, two-door, four-seater, all-electric GT from the brand could look like. While the reception was mixed, with some confusion and apprehension about the choice of a fully electric powertrain, Lamborghini aims to change attitudes over time. Federico Foschini, Lamborghini’s Chief Marketing and Sales Officer, believes that the company wouldn’t introduce an electric vehicle that couldn’t live up to the brand’s DNA.
The Lanzador is expected to launch as a production model by 2028, making Lamborghini one of the first supercar manufacturers to enter the EV market ahead of competitors like Ferrari, McLaren, Maserati, and Aston Martin. However, there are Lamborghini owners who are opposed to the idea of an electric Lamborghini, as seen in their comments on Instagram.
According to Foschini, Lamborghini’s first fully electric vehicle will combine the elegance and performance of a sporty GT with the comfort and safety of a high-positioned car. Megatrends like electrification and digitalization will play important roles, with connectivity, artificial intelligence, and data management becoming significant factors. While Lamborghinis are generally seen as dream cars, the company recognizes that some customers use them as daily drivers, which influenced the design of the Lanzador to offer more usability.
The target customers for the electric Lamborghini include those who already own an SUV and want a GT, as well as GT owners from other brands. The car is expected to cater to tech-savvy individuals, businessmen, and entrepreneurs who prioritize innovation, technology, and connectivity. Lamborghini’s customer base is relatively young, aged between 40 and 45, and is known for being oriented towards digitalization. Feedback on the Lanzador has been positive, with enthusiasm from attendees and dealers who see it as a step in the right direction for the brand.
Lamborghini recognizes the importance of connectivity in its future vehicles. Foschini acknowledges that the younger generation, who have grown up surrounded by entertainment and connectivity, will expect these features in their cars. Lamborghini cannot ignore this change and needs to provide the basic connectivity features to attract new customers. Foschini emphasizes that while Lamborghini’s DNA is rooted in emotion, performance, and design, connectivity is becoming a fundamental aspect of the car, and not offering it can potentially deter customers.
In conclusion, Lamborghini’s CMO believes that connectivity will become a significant selling point for the brand alongside its performance. The company aims to meet the needs of future customers by embracing technology and providing the connectivity features that are integral to their lives.