Lamborghini CEO – After Ferrari’s first all-electric effort, the Luce, triggered intense backlash, Lamborghini’s CEO said canceling its own EV plans was the right decision. Stephan Winkelmann pointed to EV demand that isn’t rising for its customer base, and said each brand has
When Ferrari unveiled its first all-electric vehicle, the Luce, in Rome, the reaction was immediate—and not just from investors. Shares slid, fans complained, and criticism spread into politics. By Wednesday, Lamborghini’s CEO, Stephan Winkelmann, was asked what it meant for luxury automakers trying to electrify.
Winkelmann said Lamborghini’s choice to scrap its all-electric Lanzador and a version of its Urus SUV—then refocus on plug-in hybrid electric vehicles—was “the right way to go” for the company. He also stressed that the decision isn’t something other luxury brands can outsource.
“Every brand, every company has to decide for themselves,” Winkelmann said during a virtual interview. He described Lamborghini’s shift away from a traditional internal combustion engine to plug-in power as a major step that, for his company, has already played out.
“Our decision to go from [traditional internal combustion engine] to plug-in was a very important one for us, and it worked out,” he said. “We don’t speak about our competitors … but everybody has their own strategy.”
He declined to comment directly on Ferrari’s Luce or the responses it has received. But he did offer a broader rule for what he believes matters in the transition: “innovation is paramount” to success—so long as it’s not done for its own sake.
“Innovation should not be made for innovation’s sake or forced upon customers,” Winkelmann said. He tied Lamborghini’s strategy to what the market has shown, saying the acceptance of EVs for the company’s customer base wasn’t climbing.
“By observing the market … we saw that the acceptance curve [of EVs] for our type of customers is not increasing, and that therefore we decided to move away from a full-electric car into a plug-in hybrid,” he said.
Lamborghini. which is owned by the German automaker Volkswagen. is among the automakers worldwide that have pulled back on EV investments amid weak demand. Winkelmann’s comments come as a fresh example of how the industry’s biggest brands are drawing different lines in the same electrification debate—especially when their customers expect more than a new powertrain.
Ferrari’s Luce had been revealed on Monday in Italy. The stock reaction followed fast. Shares of Ferrari fell about 8% on Tuesday in Milan and dropped 5.3% in New York after the unveiling.
Analysts said the move was partly driven by “design hate.” Michael Field. chief equity strategist at Morningstar. said earlier this week that many fans were disappointed by Ferrari embracing the EV concept. They believe it dilutes the supercar brand—one that has built its identity around classic design and raw, combustion-engine power.
The Luce itself was designed by former Apple design chief Jony Ive, and it departs from the aesthetic of typical Ferraris. The electric vehicle includes a minimalistic interior design with screens and a “bubbly” exterior.
The controversy also spilled beyond the showroom. The backlash included remarks from former Ferrari executive Luca di Montezemolo and from Italian Deputy Prime Minister and Transport Minister Matteo Salvini. On the sidelines of a business conference in Rome. di Montezemolo said. “I hope that they take off the prancing horse [logo] from that car. ” according to Reuters. Ferrari declined to comment on di Montezemolo’s remarks.
In the middle of that noise. Winkelmann’s message to luxury customers was blunt: don’t expect every brand to follow the same electrification timetable—or to treat innovation as a one-size-fits-all requirement. For Lamborghini, he said, the company’s route is plug-in hybrid electric vehicles, not a full-electric lineup.
Even as Ferrari tries to redefine what an electric Ferrari could look like. Lamborghini’s CEO is arguing that the answer for luxury automakers is not uniform. “Innovation is paramount. ” Winkelmann said—then he added the constraint that seems to drive his strategy: customers have to accept what comes next. not just be told it’s progress.
Lamborghini Stephan Winkelmann EV reversal Lanzador Urus plug-in hybrid Ferrari Luce Jony Ive Rome unveiling car industry EV demand Volkswagen-owned Lamborghini Ferrari stock drop
So they “scrap” EVs because people don’t want them? Sounds made up to me.
I saw a clip about Ferrari’s Luce and everyone was mad, but now Lamborghini’s doing the same politics thing. Plug-in hybrid is basically cheating though, like half gas half battery?
Wait I thought EV demand was rising everywhere? If Lamborghini’s customers weren’t buying EVs, then why even announce anything. Also “innovation is paramount” is what CEOs say right before they slow-walk change.
Honestly this is probably just PR. Ferrari made an EV and the market freaked out (or maybe investors did), so now Lamborghini’s CEO is like “see, we were right.” But weren’t they supposed to go full electric like 5 years ago? Idk, I’m confused and I still think the whole thing is about money, not customers.