Lamborghini brand is thriving, CEO says
Stefano Domenicali, chairman and chief executive of Automobili Lamborghini, spent most of his career at Ferrari, culminating as Team Principal of Scuderia Ferrari Formula One from 2008-2014. Under his stewardship, Ferrari won a total of 14 titles in the F1 Constructors and Drivers’ World Championships. Along with running Lamborghini since March of 2016, Domenicali is also the president of the F.I.A. Single Seater Commission.
So yes, Domenicali is a successful, driven and very busy fellow. He is also very open and personable, as I discovered during our brief conversation before his lecture for Italy Inspires Canada at the University of Toronto, where he was to focus on two main topics: young generations and the super sports automotive industry. Having just got off a plane from Italy, he was surprisingly fresh and relaxed.
QTwo things that aren’t normally associated with Lamborghini are now front and centre: racing success and an SUV, the upcoming Urus. Is this a renaissance period for Lamborghini?
AFor sure it is a great period for Lamborghini. I don’t even talk about numbers, about last year we did a record in terms of sales and turnover, but more about that all over the world, more and more young people speak about Lamborghini. This is something I feel is very important to build the foundation of future growth.
And we are living in an incredible time. Not only because the super sport cars are going very well, but also because, of course, this year for us is the year of the new super SUV, the Urus, that is taking Lamborghini to a different dimension. We are already targeting to double in terms of volume for 2019, getting close to 8,000 vehicles. So a big step.
And we are talking about a different perception of Lamborghini, because Urus is a car that will be used every day, a car with different souls. You can be very fast on track, very gentle on the street, or you can go on the ice, on the dunes, and you will have fun. It will be the best in class in terms of power — 659 horsepower — speed and braking.
QWill the Urus bring a whole new clientele to Lamborghini?
AAbsolutely. I can give you one figure for us that is quite significant. Up to today, with the orders we have received — and believe me, a lot — 65 per cent are from people who have never had a chance to be within the Lamborghini family.
QDo you see Lamborghini expanding even further, to GT cars or sedans?
A(pause) Could be. If you are talking about a fourth model, a GT, yes. A sedan, I don’t think so. But not in the short term. We need to stabilize the growth … create a steady growth. Once we have stabilized this new entry, for sure we are already thinking of new ideas.
QA big part of Lamborghini’s emotional appeal are the screaming naturally aspirated V-10 and V-12 engines. Is this a sustainable part of the Lamborghini mythos, or are we approaching the end of an era?
AI think that is for sure. Connected to the reality of stricter limits on emission control, the decision we have already made is to move to hybridization. But hybridization with naturally aspirated engines that will be V-12 and V-10, with regard to the super sport car. We need to make sure our engines that made the difference will stay as long as possible. That is what our customer wants.
QWell, I’m sure Lamborghini fans will be very glad to hear that. With all those years at the helm of Ferrari F1, are you hands-on with the Lamborghini Motorsport?
AWell, I think what we are doing with the GT3 and Super Trofeo is an incredible success. We are the first manufacturer, even if we are not competing directly but through customer teams, to win, this year for example, Daytona 24 Hours and 12 Hours of Sebring. We accomplished a lot of rewards and titles last year in the GT3 championship. I think this is our platform. I don’t see in the short term Lamborghini jumping into Formula One. It is not our history. There is a lot of investment needed and we need to make sure Lamborghini is concentrating the money needed in other projects.
QWhat was your first car?
AOh, that is a good question. It was an ’83 Alfa Romeo Giulietta.
QDo you have any hobby cars?
ANo, not really. I am totally focused on the business, and when I’m at home I stay with my family. So I really don’t have any time for that.
Time is obviously a precious commodity for Domenicali. Following his lecture, he was off to the airport to catch a flight back to Italy.