“We are not selling mobility, these are dream cars, so it’s important that your desire stay high,” said Winkelmann. “We’re never running for peaks. An order bank like we have will help us navigate through rough waters for a period of time.”
This is the advantage for a niche brand of being part of a group like Volkswagen. Winkelmann and the team are able to leverage some of the technical resources of the group where it’s appropriate such as the architecture of the Urus, or the shared components between the Huracan and Audi R8 while still offering something unique and different from all the other brands.
Another area that has grown significantly during the 25 years as part of the VW Group is the brand’s participation in motorsports. Lamborghini’s racing efforts prior to 1998 were limited including a short-lived entry into Formula 1 during the Chrysler ownership period. Since 2009, the single-make Super Trofeo series has become very popular with championships in Europe, Asia, North America, and the Middle East along with an international championship.
The Huracan GT3 has been also extremely successful in multiple series globally and next year it should be competing at Le Mans as the World Endurance Championship moves from the GTE to GT3 rules for production-based machinery. But the Huracan won’t be the only Lamborghini running in the famed 24 hour race.
Lamborghini has transformed from being a struggling manufacturer of perhaps a few hundred iconic vehicles a year to a brand that can consistently build thousands of the most sought after machines in the world for both the street and track.
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