Lamborghini’s Cautious Approach to Electrification

Five years ago, Lamborghini made a bold decision to hybridize its entire lineup, but it didn’t jump headfirst into full electrification like many expected. Instead, it placed its bets on hybrid technology, while competitors rushed to release pure EVs. Today, with the pressure for automakers to electrify easing up, it looks like Lamborghini’s strategy might have been spot on. As the electric vehicle market experiences growing pains, the Italian supercar maker believes now is still not the right time for an all-electric Lamborghini.

In a recent interview with Motor1, Lamborghini’s chief technical officer Rouven Mohr explained the company’s position: “At the moment, now, the time would not be right [for an EV], at least not in a super sports car… You have seen a lot of [electric] cars on the market that were not really successful.”

You can read the full interview 这里.

The Hybrid Success

Lamborghini’s entire range, including the V-12-powered Revuelto, the twin-turbo Temerario, and the Urus SUV, now has electric assistance. According to Mohr, this lineup sets them up perfectly for the next decade. He is confident that hybridization allows Lamborghini to stay relevant while preparing for the eventual shift to full electrification.

“I’m super happy with our current lineup… We can live for the next decade,” Mohr reportedly stated.

But Lamborghini knows change is coming. Mohr acknowledged that the mindset around electric vehicles will shift, and Lamborghini plans to be ready when it does.

The First Electric Lamborghini: What to Expect

Lamborghini’s first fully electric vehicle is slated for 2028. But it won’t be a supercar—it will be a grand tourer in the shape of an SUV, similar to the concept revealed last year, the Lanzador. Lamborghini faces the challenge of standing out in a growing sea of electric SUVs, but Mohr is confident the brand will stay true to its DNA.

He emphasized that Lamborghini’s first EV will be much more than just raw power and acceleration, saying, “It’s clear that a full electric car from Lamborghini has to have this kind of excitement factor. It’s not only about maximum power, maximum acceleration. These are commodities.”

Mohr believes that to win over Lamborghini’s core customers, the brand’s electric vehicles must deliver an emotional driving experience that can’t be found in combustion-engine cars.

Exciting EVs and the Lamborghini Difference

When discussing other exciting electric vehicles, Mohr pointed to the Hyundai Ioniq 5 N as an example of an EV that connects emotionally with drivers. The Ioniq 5 N’s simulated paddle-shifted transmission brings a layer of interaction that many EVs lack.

But Mohr was quick to point out that Lamborghini needs to go further. Simply replicating the feel of a combustion engine won’t cut it for the brand’s customers.

“From our perspective, we need to go a step further. Only trying to imitate a combustion engine is probably the right answer for now. But we have to convince the customers that the electric driving experience is something more.”

It’s still unclear exactly what that differentiator will be for Lamborghini’s first EV. But with just four years until the launch, the countdown is on.

EVXL’s Take

Lamborghini’s decision to hold off on a fully electric supercar, instead focusing on hybrids, reflects the broader uncertainty in the electric vehicle market right now. While other automakers scramble to meet shifting regulations, Lamborghini has taken a more patient approach, which may give them a competitive edge. As we move closer to 2028, it will be fascinating to see how they differentiate their electric vehicles from the rest of the pack.

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