Two years ago, it would have been unthinkable for Lamborghini to launch a hybrid supercar, let alone an electric one. But, as Francesco Scardaoni, the brand’s regional director for Asia-Pacific, notes, “Lamborghini’s electrification plan is a newly plotted course that was necessary in a radically changing world.”
By 2023, Lamborghini expects to launch its first hybrid series production car. A year later, the plan is to have an entire range. Then, the carmaker hopes to have its first fully electric supercar by the second half of this decade. The company wants to reduce product CO2 emissions by 50 percent by the beginning of 2025 and has already allocated over 1.5 billion Euros to this transition, “the largest in Lamborghini’s history”.
But tumult is not new to Scardaoni, who took over the region’s reins at the thick of the pandemic in October last year. “Customer purchasing habits have changed,” the Italian says. “The markets will need to innovate continuously and engage customers, while amplifying brand presence.” He shares how Lamborghini’s omnichannel strategy has enabled it to stay connected to its customers and understand their growing preferences.
The marque’s strategy is definitely working, at least in Asia Pacific. In the first six months of 2021, Lamborghini delivered 4,852 vehicles, “a 37 percent increase over the same period in 2020”. Scardaoni shares numbers remain positive for 2022. The orders his team has taken are already covering production for the first seven months of next year.
Scardaoni admits that the electric future, however, presents daunting challenges, especially for a brand like Lamborghini that relies so much on the aural allure of its internal combustion engine. “There will be a point in the future where the naturally aspirated engine may struggle to comply with the strict CO2 regulations,” he says. There is a 360-degree plan – comprising everything from production lines to the brand’s offices – in place to tackle this future that stays true to the brand and its roots, but it is constantly changing based on the needs of the different markets.
Scardaoni, however, sends a reassuring message. “We want our customers to still be able to recognise that it’s a Lamborghini they are driving, even if it’s electric.”