By Ramon Castro
As several luxury brands accelerate towards full electrification, Lamborghini decided to slow down and look again at its roots. The Italian firm now considers that delaying its electric sports cars was a wise move, especially seeing the reaction that some high-profile EV models have provoked among fans and customers.
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Lamborghini CEO Stephan Winkelmann recently defended that position in an interview with CNBC. The executive was direct when talking about the issue and assured that pausing electrical projects “It was the right decision.”
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The statement comes just when Ferrari is going through a storm of criticism for its new electric vehicle, a model that has generated more discussion for its design than for its features.
Lamborghini completely changed course
A few years ago the story seemed different. Lamborghini showed electric concepts such as the Lanzador EV and left the door open for a completely electrified futureincluding a possible electric version of the Urus.
The Launcher was even scheduled to hit the market in 2028. Then the blueprint was moved to 2029 and was finally frozen without a clear production date.
The Italian brand understood that many of its buyers still do not connect emotionally with a completely electric supercar. For Lamborghini, the problem is not only about autonomy or batteries. The issue also has to do with sensations.
The sound is still very heavy
Lamborghini customers are looking for very specific experiences when purchasing one of these cars. The sound of the engine, the vibrations and that aggressive mechanical sensation continue to be a predominant part of the brand’s identity.
“Our customers don’t want electric cars,” Winkelmann said during the interview.
That is why Lamborghini decided to focus more on plug-in hybrid systems, a solution that allows reducing emissions without completely abandoning the traditional character of its vehicles.
Ferrari was caught in the middle of the controversy
Part of this conversation exploded after the appearance of the Ferrari Lucean electric model that has not been well received by many followers of the Italian brand.
Criticism mainly points to its futuristic design, which for several fans is too far from the historical essence of Ferrari. Even Luca di Montezemoloformer president of the company, expressed concern about the direction the brand could take.
The vehicle was designed by Jony Ive, recognized for his work at Apple with products such as the iPhone and MacBook. Ferrari opted for minimalist lines, clean surfaces and a different visual proposal, but the reaction on networks and among purists has been quite cold.
Electricians still divide opinions
What happens with Ferrari It is not an isolated case. Other recent launches have also sparked debate for their overly futuristic designs or for breaking with the classic identity of certain brands.
There are models like the Tesla Cybertruck, the new Mercedes-AMG GT 4door or even some recent Jaguar concepts.
The general feeling is that many brands are still looking for the balance between innovation and tradition. And Lamborghini, at least for now, seems convinced that it still doesn’t want to sacrifice that emotional connection that has historically defined its cars.
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