Lamborghini CEO Admits Electrification Is The Future

AUG 2 2016 BY STEVEN LOVEDAY 21

Lamborghini Asterion LPI 910-4

Lamborghini Asterion LPI 910-4 PHEV

Stefano Domenicali, Chief Executive Officer of Automobili Lamborghini, has interesting views about electrification and autonomy. He doesn’t see self-driving technology as something that his company would benefit from, but he admits that electric cars are going to come to be the way of the future.

Stefano Domenicali's First Appearance As Lamborghini CEO At The Geneva Auto Show

Stefano Domenicali’s First Appearance As Lamborghini CEO At The Geneva Auto Show

Domenicali is surely impressed with autonomous technology. He sees its purpose for mobility. However, Lamborghini customers are not likely in search of their Italian luxury sports car for commuting. He said:

“You can’t spend your whole life sitting in a vehicle that will do everything for you. You need to be active and be the protagonist of what you’re doing, and this is the objective of Lamborghini.”

“Normally, our customer has many cars, not only Lamborghini. I hope they can concentrate on autonomous driving with the other cars on their fleet. When you drive a Lamborghini, you have to have the passion … so I cannot think of a Lamborghini with these kind of [autonomous] characteristics.”

In terms of electrification, although Domenicali may be a bit saddened, he sees the writing on the wall. For the time being, Domenicali points out that the technology is too expensive to be viable for super sports cars. He does make a point that it is still important to make the right choices for the future.

“That is the future. We cannot think that … electrification, hybrids and fuel cells will not hit the super sports car segment. It will. It’s a matter of time.”

The Lamborghini Asterion concept premiered a few years back as the company’s attempt at a PHEV. Domenicali said that he would like to see it become a production vehicle, but he doesn’t anticipate it becoming a reality. He explained:

“In a perfect world, we could see four models for the Lamborghini portfolio, but that is not the case today because of the amount of investment we would have to put on the table.” 

Source: Autoguide

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21 Comments on "Lamborghini CEO Admits Electrification Is The Future"

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When Lamborghini finally makes an EV or PHEV I have no doubt it will be utterly gorgeous.

If they survive. Adapt or go extinct.

Are there anyone left now besides Ferrari (who say they will stick to ICE) and Toyota (who lie about the “benefits” of hydrogen) who aren’t saying EVs are the future?!?

Irrelevant as Lambo is to the environmental equation, it’s still nice to see that even they don’t expect to be untouched by the barely-begun revolution. 🙂

It’s the performance difference that will drive electric drive adoption for super cars, not anything to do with the environment or money saving. How would a $1M Lambo ever sell, if the kids’ runaround 4×4 in the lane next to it, could beat it off the lights? BTW we’re pretty much there already thanks to the Model X.

All roads are not a straight line…

Yep – the Tesla Model S P90DL leaves almost every production model of every automaker in the dust, at least off the line and for a considerable amount of the 1/4 mile. And, it’s yours for $130k USD, a mere fraction of Lambo MSRPs. And, it’s a practical, roomy sedan!

Just wait until the new Roadster comes out, most likely on the 3 platform…a sporty coup, dual motor, skateboard foundation…the acceleration, top speed and handling will be out of this world…it will be impossible, at least on paper, for any automaker to justify their sporty product over whatever Tesla Motors will come up with, at any price, unless they go electric.

“When you drive a Lamborghini, you have to have the passion … so I cannot think of a Lamborghini with these kind of [autonomous] characteristics”

Apart from the passion, you have to have the skills too. Sooner or later the risk of accidents by a human driving a car on public roads will be deemed unacceptable and outlawed.

You will only be allowed to drive your car
a) in ‘nanny’ mode where the autopilot is silently watching you and preventing you from doing anything stupid that could harm you or others, or
b) on a closed circuit

Ooops, this was not meant as a reply to you.

Let’s say they go out at night drinking and want to ride back home. If they do commute in their car, many owners feel that the self driving aspects today are a big help. So while I agree that most of the time Lambo owners don’t use L4 autonomy they will use it in certain cases.

He said electrification is too expensive to be viable for super sports cars. Seems like inane rhetoric to me. Super sports cars are bought by filthy-rich people so what’s a couple extra thousand on the asking price.

I think he was referring to the development costs associated with electrifying a model. It could very easily cost millions to develop, and with very few sold, would add more than “a couple extra thousand on the asking price”

They would price themselves out of the market.

I can see rich global warming believers buying a Lamborghini EV. Leonardo Dicaprio, Meryl Streep, Bill Maher etc….

Yep, I also see sales to gravity believers and thinkers. 🙂

Thanks Nick. Well said. 🙂

Rich gravity believers and rich thinkers for sure.

Quoting the CEO :
“That is the future. We cannot think that … electrification, hybrids and fuel cells will not hit the super sports car segment. It will. It’s a matter of time.”

Already half of the Lamborgini models have been beaten (or very close) by the Model S & X. He is talking about the future but most of us already see them as being a thing of the past.

Let’s go Lambo, you had me dreaming while I was a kid, you can and should adapt!

Porsche will be the first of the VAG premium brands to get a dedicated BEV, along with the mower mainstream VW and Audi. Bentley and Lamborghini will be slower to add BEVs, but will benefit from any advancements made by the group as a whole.

Fortunately, the number of vehicles in the $250k + is VERY small. Many of those are part of a collection and driven sparingly. For every one of them, there are hundreds of thousands of vehicles with far more harmfull atmospheric emissions. I just can’t muster any concern for a tiny number of vehicles, manufacturers, and buyers.

What I find positive is that he is being honest about electrification as a true eventuality. It is quite a contrast to Ferrari (and FCA) CEO Sergio Marchione, who HATES EVs quite publicly.

Well, it doesn’t matter because they will go extinct soon enough because next year we will have a 25k dollar Tesla and no one will want a Lambo. Ahahahahahahahahahahah, I’m really surprised no loonie has yet said this, bunch of losers

Preposterous. The buyer demographics are in no way comparable. You’re comparing apples to orangutans and thus have reached a faulty conclusion.

“When you drive a Lamborghini, you have to have the passion … so I cannot think of a Lamborghini with these kind of [autonomous] characteristics”

Apart from the passion, you have to have the skills too. Sooner or later the risk of accidents by a human driving a car on public roads will be deemed unacceptable and outlawed.

You will only be allowed to drive your car
a) in ‘nanny’ mode where the autopilot is silently watching you and preventing you from doing anything stupid that could harm you or others, or
b) on a closed circuit

Interesting, and I appreciate the goal of less fatalities. But I find such scenarios far too cold and Orwellian to ever support.
What is humanity worth without free will?