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. Having just got off a plane from Italy, he was surprisingly fresh and relaxed.
Q Two 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?
A For 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.
… 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.
Q Will the Urus bring a whole new clientele to Lamborghini? A Absolutely. 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.
Q A 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?
A I 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.
Q What was your first car?
A Oh, that is a good question. It was an ’83 Alfa Romeo Giulietta.
Q Do you have any hobby cars?
A No, not really. I am totally focused on the business, and when I’m at home I stay with my family.
Time is obviously a precious commodity for Domenicali. Following his lecture, he was off to the airport to catch a flight back to Italy. Driving.ca