Lamborghini made a decision that went against the industry’s trend—choosing to hybridize its lineup instead of diving headfirst into full electrification. With legislation and public pressure pushing for pure EVs at the time, it seemed risky. However, with electric vehicle sales faltering and governments easing their aggressive EV mandates, Lamborghini’s strategy has proven prescient. The demand for high-performance, high-displacement internal combustion engine (ICE) vehicles remains strong, and Lamborghini’s move to hybrids has positioned the brand for success.
The Hybrid Advantage
Lamborghini’s Chief Technical Officer, Rouven Mohr, highlighted the brand’s calculated approach during the launch of the Urus SE at the Nardò Technical Center. “At the moment, now, the time would not be right [for an EV], at least not in a super sports car,” Mohr stated, acknowledging that the current market conditions don’t favor an all-electric supercar. “You have seen a lot of [electric] cars on the market that were not really successful,” he added, emphasizing the importance of timing and market readiness.
By opting for a hybridized lineup, Lamborghini’s three models—the V-12 Revuelto, the twin-turbo Temerario, and the Urus SUV—all feature electric assistance, allowing the brand to maintain its signature performance while meeting modern efficiency standards. Mohr expressed satisfaction with this strategy, saying, “I’m super happy with our current lineup, because with a hybridized lineup, we can live for the next decade.”
The Future: A Lamborghini EV in 2028
Despite its success with hybrids, Lamborghini knows the shift to full electrification is inevitable. With the mindset of consumers and the market slowly evolving, the brand is preparing for the transition. Lamborghini’s first fully electric vehicle (EV) is set for a 2028 launch, previewed by last year’s Lanzador concept. Unlike the brand’s traditional supercars, the EV will be an SUV-shaped 2+2 grand tourer, a strategic move aimed at differentiating it from the sea of similar EVs.
Mohr acknowledges the challenge ahead: “It’s about the clearness of the product, definition, staying on your brand DNA.” For Lamborghini, this means preserving the brand’s core values and excitement, even as they move into the electric space. “It’s clear that a full electric car from Lamborghini has to have this kind of excitement factor. It’s not only about maximum power, maximum acceleration. These are commodities.”
Defining the Lamborghini Electric Experience
Lamborghini’s approach to its first EV is centered on delivering an experience that stays true to its heritage. Mohr emphasized that the electric Lamborghini must have the same “roughness” and thrill as its gas-powered counterparts. “You can be sure when we bring the first electric Lamborghini, we will be very careful in managing the brand’s attributes,” he assured. The company’s goal is not to produce another high-powered EV but to create something distinct that remains true to Lamborghini’s DNA.
Mohr referenced the Hyundai Ioniq 5 N’s innovation in creating an engaging EV experience through its simulated paddle-shifted transmission. While he respects the effort, he made it clear that imitating combustion engines doesn’t align with Lamborghini’s ethos. “From our perspective, we need to go a step further. Only trying to imitate a combustion engine is probably the right answer for now. But we have to convince the customers that the electric driving experience is something more than you cannot have in the combustion world.”
The Challenge of Electrification
Lamborghini’s approach emphasizes the need to innovate beyond simple imitation. The brand aims to create an electric driving experience that offers something uniquely thrilling—something that ICE vehicles cannot replicate. This is crucial in attracting Lamborghini’s emotionally-driven customer base to an EV platform.
With just four years until the launch of Lamborghini’s first electric model, Mohr and his team have their work cut out for them in finding the defining factor that will set their EV apart. “Only then can you convince emotional buyers to stay electric,” he concluded, signaling Lamborghini’s commitment to delivering an EV that redefines expectations while staying true to its identity.
As the countdown to 2028 begins, Lamborghini’s hybrid success story shows that even in a rapidly changing industry, staying true to core values while innovating can be the winning formula. The automotive world eagerly awaits what the iconic brand will bring to the electric landscape.
