With the coming launch of the Lamborghini Urus SUV, the Italian brand will have a three-model family that the brand’s boss says will carry it through until 2022-2023. Only then will the house of the raging bull seek to introduce a fourth model to increase its volumes to around 10,000 units per year.
Speaking to CarAdvice at the launch of the new Huracan Performante, Lamborghini chief Stefano Domenicali said that whilst the brand continues to grow volume – with expectations to reach 7000 with all models combined in 2018 - it needs to be mindful of its past and future aspirations and keep a dignified balance.
“If you remember where Lamborghini was a couple of year ago - we are talking 1000 cars [sold per year] - no one expected that our brand or our company could move quickly, to see Lamborghini projected to more than 7000 cars.”
Nonetheless, the brand needs to maintain its focus on its supercars such as the Aventador and Huracan to keep the appeal and its core DNA in order. Once the three models have stabilised and the company is more profitable, a fourth model can be on the cards.
“We need to be humble. We cannot lose the focus on the super sports car segment because this is vital to be current, and also in the new segment, with the super SUV," Domenicali said.
"When this first wave that concludes around 2022-2023, more or less, we will be stable, then it’s our vision that we are already thinking of what will be the next step for the world of Lamborghini - so what will be the right way, if we are stable enough, to get to 10,000 cars? We do believe that a brand like us can have that potential.”
As for what that fourth model will be, Domenicali says it is yet to be determined as market trends and shifts need to be analysed before that decision can be made, but the brand's history will serve as an inspiration.
“GT cars, four seaters, heritage gives us some ideas, but it’s up to us to think and move in some direction. Today we are not ready, but we are already thinking to see what will be the technical needs. Will, in 2025, a super SUV cannibalise a 2+2 or GT? We don’t know yet. We need to prepare for different scenarios.”
Lamborghini is also studying the potential for a model underneath the Huracan, but that seems unlikely for the moment, whilst Ferrari continues development on the rumoured six-cylinder Dino to sit below the 488.
“I think some competitors are thinking of moving down and occupying that field and of course it’s something that we are looking at, if there is space for us to go, but we need to make sure we don’t dilute the value of our brand."
For now, Domenicali says, it's important to remember that the brand’s turnaround from a low-volume and financially-suffering manufacturer to its projected state of a profitable and relatively high-volume manufacturer is a huge win for the brand.