Lamborghini Executives: Pure Electric Supercars Are Not Yet in the Plan, Hybrid Power Still in Development
About five years ago, Lamborghini decided to switch to hybrid power for all models, a move that was quite controversial at the time. At that point, pure electric vehicles seemed to be the only direction for future development. Faced with legislative pressure and market trends, many automakers invested heavily in full electrification. However, with sluggish electric vehicle sales and the gradual adjustment of governments' radical electric vehicle policies, Lamborghini's hybrid strategy has proven to be an extremely wise choice.
Today, consumer demand for large-displacement fuel vehicles has increased rather than decreased, and Lamborghini's "big bet" has been recognized by the market. At the Urus SE launch event held at the Nardò Technical Center, Lamborghini Chief Technology Officer Rouven Mohr told the media in an interview that the time is not yet right for Lamborghini to launch a pure electric supercar.
"It's not the right time yet, at least for supercars," said Mohr. "There are already many electric vehicles on the market, but they haven't achieved the expected success."
Through full hybridization, Lamborghini has laid a solid foundation for the next decade. Whether it's the V12 Revuelto, the twin-turbocharged Temerario, or the popular Urus SUV, all three now feature electric powertrains, putting Lamborghini ahead while many of its competitors are still struggling to catch up.
Mohr added, "I'm very happy with our current product line because the hybrid layout allows us to stay ahead for the next decade. But I also believe Lamborghini will eventually transition to pure electric. It's just a matter of time. Consumers' mindsets will always change."
Nevertheless, Lamborghini is well aware that the era of pure electric vehicles is accelerating. The company plans to launch its first pure electric car in 2028. The Lanzador concept car, unveiled at the Monterey Auto Show last year, foreshadowed the arrival of this model. Unlike traditional supercars, this electric car will be a 2+2 GT sports car in the form of an SUV. Mohr pointed out that the biggest challenge for Lamborghini will be making this electric car stand out from the many similar products on the market.
"The key is to clearly position the product and stay true to the brand's DNA," said Mohr. "Lamborghini's electric vehicles must have a unique sense of excitement. It's not just about maximum power and fastest acceleration. These are just the basics." Mohr also mentioned that the first electric Lamborghini will continue to retain the "roughness and excitement" of the brand's fuel models, which will be key to distinguishing it from other electric vehicles.