We sat down with Stephan Winkelmann, charismatic CEO of Lamborghini, to find out just how his company managed to create that thing of beauty known as the Huracan.
When we spoke last, you mentioned that it’s important to always sell less than demand. Ferrari sold just under 7,000 cars last year, as compared with just over 2,000 for Lamborghini. Do you think there’s scope to increase your numbers exponentially with the Huracan in the line up for 2014?
With the Aventador, we’re at more or less 1,000 cars. On the Huracan, we already have more than 1,000 orders – and we will continue to collect orders in the next few months. We will start delivering cars in the second half of this year, so it’s a quality driven ramp up. We’re not looking for any big increases this year. The full capacity will be reached only in 2015. And, as you said, it’s not about the total volumes, but we’re looking forward to next year being higher than the best year of the Gallardo, which was in 2008 with 1,844 cars. And this is something that we think is very achievable.
In the past year, we’ve seen McLaren become a very important player in the super-sport category. Do you think there is room for more players in this segment, or is it getting too crowded?
For sure, there is place for different players in the market. On the other hand, there are more-and-more competitors stepping in – and the segment is not growing. On the contrary, after the peak in ‘07 and ‘08, it never reached those numbers again. So, it’s a very competitive mini-segment, which is spread around the world. And, for the time being, I don’t foresee big growth.
The NA engine has always been central to a Lamborghini. But most of your competitors have moved to turbocharged engines of late. To meet tighter emission and fuel economy regulations, will you be forced to do the same?
We still think that naturally aspirated engines are the best engines for super sports cars – otherwise we would change it. If there is an opportunity where we see that this is going to be different in the future, then we might change. But not for the time being. It’s also related to emission regulations. But being forced to do something doesn’t mean that this is the best solution for the car. This discussion wouldn’t happen if there weren’t these Co2 regulations. This has to be clear, because the customer wants something that we are delivering – something that we think is part of our DNA.
What about hybrid technology in this segment?
For sports cars, this could be suitable – but not for super-sports cars. Battery technology – in terms of storage capacity and weight – needs to improve rapidly. Then this might be suitable for cars in this segment. Cars on the market, hybrids in this segment, are limited editions and they are very expensive – and they are not suitable for normal production.
In your view, what percentage of people in the super-sport car segment buy these cars for the impact / statement they make, rather than how they actually drive?
Most people are not utilizing the performance, or the power that our cars are able to produce. However, I hope that they are buying the product and our technological expertise. But I also know that once you reach the level of being an icon – in terms of the brand – then some people just want this. And this is good for a car manufacturer like us, but we should never rely on this because you have to overachieve the demands of your customer. You have to be unexpected in what you deliver – and better. And this is our challenge, so we will never rest on this idea of being an icon.
What is the biggest advancement that you’ve made with the Huracan?
Starting from the design, I love the car. I think that it’s really a statement for Lamborghini. And then we have a new chassis, which is very unique. Plus, 4x4 and the engine – these are key. Then, for the first time, we have a double clutch transmission that provides a lot of comfort – so I think this will be the Lamborghini that will cover the most mileage in the history of the company. There is magna ride for comfort, but also for handling and speed. The dynamic steering, which is very helpful in every situation. So, there are a lot of innovations. And then the ANIMA – one switch on the steering wheel, which adapts to the type of driving that you want to do, with just the press of one button.
Everyone from Maserati to Jaguar are planning SUV’s / crossovers. Even Rolls-Royce is toying with the idea. You’ve already shown the Urus concept. How soon can we expect a production Lamborghini in this segment?
If there is one segment, or one part of the automotive business that is growing it’s the SUV or crossover segment – from the small to the big cars. There is no luxury car for the time being. I think there is a huge potential. And if there is one emotional segment in the four-door vehicle space, then it’s the SUV.
Where do you see India in the next 5-10 years?
India is a market that didn’t move as everybody expected in the last few years – including the Indian experts. It’s a matter of taxation. The infrastructure is not at the level as promised, but it’s getting there – so I think it’s a matter of time. I have to admit that a lot of wealthy Indians – there are very few nationalities that have this, but Indians are among them – have more than one home or one country where they live. So, we have a lot of Indians who buy our cars in the UK, or in South East Asia. These are the two hubs where I find people who are originally from India. The biggest reasons why the market is not living up to expectation, though, is taxation and infrastructure.
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