Lamborghini is hoping a softer image will attract single women and families to the brand.
Stefano Domenicali, Lamborghini’s new-ish CEO, has been doing a lot of talking lately. In a recent interview with Reuters he dropped a ton of new info on the automaker’s upcoming plans, including its production goals (and caps). Now in another interview, this time with Bloomberg, Domenicali revealed that Lamborghini is looking to soften its image somewhat. This will be accomplished by the upcoming Urus SUV, with the CEO hoping that the upcoming family hauler will appeal to both actual families and single women.
Bloomberg notes that females made up only 5% of Lamborghini’s customers last year, this despite the fact that the Italian supercar company set a record for sales. The automaker is hoping its upcoming Urus SUV can do 3,500 sales per year and we’re guessing the expectation is that more than 5% of buyers will be female. After all, it’s been proven that female car shoppers love SUVs. While the Urus will target families and women it will still be plenty “manly” with an expected twin-turbo V8 making 600-hp powering it. The move to turbocharging may scare some but Domenicali ensured Bloomberg that Lamborghini will always offer a big V12. “Our customers want to feel the car, they want to hear it, they want to feel the vibration of the engine,” he said.
Oddly enough he didn’t say anything about the V10 staying safe. Speculation about the death of Lamborghini’s naturally aspirated V10 engine aside, we’re happy to hear that hardcore supercars will always be in the cards. Now in this interview Stefano Domenicali used a lot of bull metaphors to describe Lamborghini’s new direction. But it was one of his rare bull-free quotes that caught our eye and best summed up the company’s impending shift. “But the Lamborghini of the future is an animal that can recognize the beauty of people, can recognize the fact that we are going to a family-oriented business with an SUV.” So there you have it, straight from the bull’s mouth. The new Lamborghini is going to be family oriented. What a time to be alive.