This year marks the 60th anniversary of the founding of the Lamborghini brand. It is also the second phase of the brand's Direzione Cor Tauri (Towards the Heart of Taurus) electrification strategic plan. . According to the plan, Lamborghini will invest 1.9 billion within 5 years to move towards a sustainable future with a smaller carbon footprint, better financial performance and higher brand value. China, as Lamborghini's second largest single market in the world, has continued to grow over the years and will certainly continue to play a strategic role in the development of the brand in the future.
How to embrace the new energy era more actively? 2023Chengdu International Auto Show, we were fortunate enough to interview Konstantin Sychev, Executive General Manager of Automobili Lamborghini in Mainland China, Hong Kong and Macau, and chatted with him about how Lamborghini is responding to the wave of electrification. , and on the premise of ensuring the brand's genes, how to better use electrification to enhance the brand's ultimate performance.
The following is the transcript of the interview:
Question 1: How does Lamborghini maintain its advantage in the new energy era, and what strategies does it have to deal with the new energy track.
Answer: In terms of new energy development, Lamborghini has announced the electrification strategy of "Moving towards the Heart of Taurus", which is divided into three stages. It has now entered the second stage, including the electric strategy just released a few months ago. Revuelto's new flagship model, this is a V12 hybrid model. Lamborghini plans to make all its models hybrid by the end of 2024. Next, we enter the third stage of the electric strategy, and the first pure electric model will be released around 2028.
The concept car of this model was unveiled last week. Lamborghini's strategy in the new energy era is to start with hybrids and then enter pure electric models.
Question 2: How can pure electric vehicles maintain the Lamborghini brand DNA?
Answer: We just mentioned that Lamborghini does not seek to be the first in terms of electrification, but seeks to be the best. Therefore, the "Toward the Heart of Taurus" electric strategy is divided into two steps, the current stage is the hybrid stage. After the release of Revuelto, the next generation models of the two product lines of Huracán and Urus will be released before the end of 2024 Hybridization will also be implemented gradually. In 2028 we will launch a pure electric carmodel, which had unveiled its concept model a week ago.
The reason for such strategic planning is that we want to stick to Lamborghini's core values of superior performance and unparalleled driving pleasure. It is said that it will take about five years to launch a pure electric model. This strategy buys us more time for research and development and technology improvement to ensure that we can retain Lamborghini's core brand value. Because in our opinion, a supercar not only needs maximum power and zero-hundred-speed acceleration, but also a complete driving experience, including appearance design, unparalleled passion, handling, etc. This is why Lamborghini is different from other brands and can An important factor in staying ahead of the competition.
Question 3: For Lamborghini, after adding electric drive to the vehicle, will there be any significant difference from the original fuel version, or what advantages will it have?
Answer: We have redesigned the new flagship model Revuelto because it is a hybrid model, so a very critical element is the battery. We placed the battery in the central channel part, replacing the traditional mechanical transmission channel position. At the same time, the battery is connected to the V12 engine and electric motor. Thanks to this design, the car is able to quickly transform torque in a very short time and transfer the torque to the front axle. There are 2 motors at the front, which can further improve vector torque distribution, thus improving handling. In addition, four-wheel drive, four-wheel steering, etc. ensure its unparalleled handling.
So, the highlight of this car is not only the electric assistance, which can make the output power more powerful, but more importantly, the controllability can be improved, giving the driver a more profound and unforgettable driving pleasure. In addition, this car has 13 different driving modes, including a brand-new "Pure Electric Driving" mode, which is very suitable for driving in the city. It is used when driving in areas because it is very quiet and reversing is also performed on pure electricity.
Question 4: Lamborghini’s first plug-in hybrid car is equipped with a V12 engine. What are the considerations?
Answer: The V12 engine is a crucial element for Lamborghini. It is our foundation and a very important part of the brand's DNA. V12 The naturally aspirated engine has long been loved by customers, and has achieved a very good balance in all aspects, from driving pleasure, surging sound, to unparalleled performance. Therefore, one of our top priorities when developing a hybrid model project is to retain the V12 engine.
We redesigned it to match the electric architecture, and the whole process was not easy. But we are very proud and very happy to retain the most important DNA of the brand, while also achieving best-in-class performance.
Question 5: Lamborghini announced in July this year that it will participate in WEC. In addition to the background factors of the hybrid endurance race, is there any reason that prompted you to participate? Endurance racing decisions.
Answer: First of all, the LMDh project matches Lamborghini's electrification strategy, especially in terms of hybrid power, and allows us to better test more technical solutions, including aerodynamics and For other performance solutions, you can first start with racing models for testing.
In addition, world-renowned events like WEC are a very good platform that allow us to further promote the Lamborghini brand, further contact with brand fans through different channels, and expand the audience.
Question 6: What are the huge changes in the automotive industry currently? Is it possible for luxury car brands to be reshuffled?
Answer: Indeed, we are currently seeing a huge revolution in the automotive industry, and the driving forces behind this revolution are the two major trends of electrification and digitalization. In terms of these two trends, the Chinese market is a very important market, which has given rise to many new energy brands and new energy models.
In the ultra-luxury segment, Lamborghini has always adhered to its core values, which are unparalleled performance, excellent handling and driving pleasure. This is why our electrification strategy is divided into three different stages. We hope to always be consistent with the brand values and at the same time adapt to market needs.
In the process of transformation, Lamborghini adheres to the concept of not striving for first place, but striving to be the best.
Question 7: What is the biggest challenge for Lamborghini right now?
Answer: The biggest challenge for Lamborghini in terms of electric transformation at present is how to adopt the best technical solutions at the right time while retaining the brand DNA. Because from a research and development perspective, there are major breakthroughs in new energy technology every year.
For example, we can see that every once in a while, better and better battery technology will be released. Therefore, we decided to start the transformation with hybrid power, and the next step is pure electric models. The hybrid Revuelto has demonstrated that we can find the perfect balance between power architecture, battery size and the entire vehicle that still retains the Lamborghini signatureto ensure that we are always a true Lamborghini, whether in terms of performance, handling, or meeting customer expectations for Lamborghini.
In addition, we are also very open-minded to explore other possible solutions, such as exploring synthetic fuels.
Question 8: What is the difference between people buying Lamborghinis in China and people overseas?
Answer: The first is the average age. The average age of customers in the Chinese market is about 10 years younger than that in other markets; in addition, the proportion of female customers in China is higher.
In addition, Chinese customers, in addition to their love for performance, also appreciate the quality of vehicles as a super luxury brand, such as interior quality, etc., and also prefer practical functions and features that are versatile for daily use. In addition, Chinese customers like to personalize their vehicles and have their own unique requirements for exterior color and interior matching, making their cars unique and exclusive.
Question 9: How are Lamborghini sales in Sichuan and Chongqing?
Answer: The Lamborghini Chengdu dealer is one of the earliest dealers established by the brand in China, which shows that Sichuan is crucial to Lamborghini.
In this market, SUV customers account for a very high proportion, and there are many long-term loyal customers of many brands. They have given great support and love to Lamborghini since it entered China. Therefore, we plan to hold the China parade with the theme of the 60 anniversary celebration and the Lamborghini Brand Day in Sichuan.
Question 10: Will there be any activities or launch some commemorative models this year?
Answer: Indeed, this year is a very important and special year for Lamborghini. We have launched a number of new models so far, including the V12 flagship model Revuelto. In addition, the LMDh project also released a new hybrid endurance racing car.
Lamborghini has launched a series of celebration activities in various markets around the world to celebrate the Lamborghini brand's 60 anniversary. In the Chinese market, we have also designed a series of activities. For example, this year we will have a special China parade, and the subsequent Lamborghini Brand Day will be held in Sichuan. We will spend this exciting time with our customers. Exhilarating moments.
In terms of commemorative edition models, we have released three limited edition Huracán models to celebrate the brand's 60 anniversary, including Huracán STO, Huracán Tecnica and Huracán EVO Spyder, each limited to 60 units.
Editor: Pu Xiao