The Middle East is seen as an important market for Lamborghini.
Lamborghini has confirmed its attendance at the 2023 Geneva International Auto Show, set to be staged in Doha, making it the first automaker to do so. This decision comes after the Italian supercar manufacturer chose to ditch large auto shows, beginning in 2020.
The confirmation came from Autocar, pointing out that Lamborghini sees the Middle East as an important market, hence the decision to return to the Geneva show (also referred to as the Qatar Show). It will be held from October 5 to 14 in Doha, Qatar, for the first time, alongside the Qatar Grand Prix.
"We will see. It is the first time [it has been staged], so we must look at it. But the Middle East is an important market to us," said Lamborghini CEO Stephan Winkelmann.
Despite the change of heart, Winkelmann said the company will continue to carefully choose the shows it will attend to. Before the Qatar stop, Lamborghini will be arriving at the Pebble Beach Concours d'Elegance in California next month.
"We have to see year by year how [a show] develops and then make a decision. These days, we never make long-term commitments on shows, because things are changing very fast. A lot are going down the drain and are not successful anymore, so if attendance is going down and there's no press, there's no need to go."
One can expect to see Lamborghini's electrification campaign at the upcoming auto show. The Lamborghini Huracan has been discontinued, and reports suggest its successor, which has already been spotted while testing in public, will utilize a plug-in hybrid engine.
The Aventador successor, the Lamborghini Revuelto, could grace the auto show in Doha to wow eventgoers. As Lamborghini's first plug-in hybrid V12, the supercar can deliver 1,001 horsepower with its three-electric motor setup. The automaker claims it can go from zero to 60 mph in 2.5 seconds and reach a top speed of 219 mph.