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Lamborghini struggles to cap its own production to maintain brand exclusivity

Lamborghinis, Ferraris, Bentleys, and so on demand high prices, and that's not just because you’re buying incredible performance, technology and luxury. YouÂ’re also buying exclusivity. Recently, however, Wall Street and shareholders have been pressuring supercar makers to produce more cars and yield more profits. The problem is that higher production volume compromises exclusivity and dilutes the brand. So while LamborghiniÂ’s shareholders want the company to produce more cars, executives are seeking to impose limits and cap production. "We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," Lamborghini CEO Stefano Domenicali told reporters at an event inaugurating the companyÂ’s newest paint and body shop at the SantÂ’Agata Bolognese plant in Italy. The execs are having limited success, however, as the company announced that it plans to sell more than 8,000 cars this year, which is “the right dimension of our company with our current product portfolio,” Domenicali said. A run of 8,000 cars would be an increase of 39 percent from 2018's total of 5,750 new Lambos. It has been a strong decade for Lamborghini; a mere 1,302 vehicles were sold back in 2010. However, that goal of 8,000 could swell to around 10,000 cars, depending on whether the company adds another model to its small lineup. Such a case would have to be deliberated among shareholders. Lamborghini saw considerable growth in the first quarter of this year, likely attributed to the launch of its Urus SUV. So far, analysts are forecasting an increase in revenue to around 1.7 billion euros, or $1.92 billion USD, up from 1.42 billion euros or $1.6 billion USD in 2018, said Chief Financial Officer Paolo Poma. At the same event, Lamborghini confirmed that an electric supercar is not in its future at this time as “customers are currently not interested,” Poma said. However, Lamborghini is indeed seeking to add hybrid vehicles to its lineup by 2025, as itÂ’s pressured to lower CO2 emissions and meet future mandates. The Urus is expected to be one of the cars receiving a hybrid powertrain, as it is not planned to get a V10 or V12 engine.

Lamborghini Telemetry X gives you real-time track driving lessons

Lamborghini may not sound like the type of carmaker you associate with CES, but the brand has numerous new technologies in the pipeline. One is an experimental track connectivity system called Telemetry X that leverages three technologies to help the driver set faster lap times. Telemetry X builds on Lamborghini's currently-available telemetry system and on the lessons that the company has learned from years of racing. It's a blend of three systems: the Real-Time Remote Garage, the Biometric Data System, and the Digital Co-Pilot. Showcased in a Revuelto, its first function is to record and display real-time videos and telemetry data of a given driver's on-track performance. Add in 5G connectivity, and a remote driving coach can use the system to guide you through the ins and outs of, say, the Nurburgring track in Germany. For example, the instructor can provide advice, such as "brake later" or "accelerate sooner," via a headset by keeping an eye on key data points as they come in. Meanwhile, the Biometric Data System monitors the driver's biometric data, such as heart rate and stress level, and sends these figures to the driver's coach as well. Both systems work with the Digital Co-Pilot, which is a voice assistant that analyzes the data gathered by the Real-Time Remote Garage and the Biometric Data System to give the driver additional feedback on how to drive faster. While the brand stresses that Telemetry X remains at the prototype stage, it also hints that there's a good chance the system will reach production in the not-too-distant future. "Telemetry X is a perfect preview of the connected services our customers will be able to experience in the coming years," said company boss Stephan Winklemann in a statement. Perhaps tellingly, Lamborghini has at least two major product launches for the next few years: it will release the successor to the Huracan, and it will bring its first electric model to the market in 2028.

Lamborghini Huracan STO SC 10 Anniversario won't race, but should

Lamborghini's one-make Super Trofeo racing series waved its first green flag in 2009. Installing the season-ending World Finals as a cap to the series didn't start until 2013, the same year the Italian automaker created its Squadra Corse motorsports division, making this year the 10th anniversary of both. In honor of that, and perhaps to the benefit of a client or clients, Lamborghini's Ad Personam custom division created the Huracan STO SC 10 Anniversario, a roadgoing Huracan with a special livery and aero package tweaked by the Squadra Corse racing division. And since the Huracan is also headed into retirement after 10 years on sale, this racing-themed special model repeats history: Lamborghini sold a run of 50 Gallardo LP-570 Squadra Corse coupes for the 2014 model year on the eve of that model concluding its 10-year production run.     The Verde Mantis and Nero Noctis livery shouts out to the SC63 hybrid endurance racer that will compete in the IMSA's Le Mans Daytona Hybrid class starting next year. The Huracan's flourished in the lower classes, having won the GTD class at the Rolex 24 at Daytona three years in a row. Unique touches include the Tricolore band running down the center, "Squadra Corse 10° Anniversario" logos on the sides and rear fin, plus Rosso Mars accents along the carbon fiber package pieces. Inside, a Nero Ade seats are contrasted by Verde Fauns stitching, four-point seat belts, a roll bar, and a carbon fiber floor.  The company says this is the first time the Squadra Corse division has fiddled with a road car. The performance and aero changes count four-way adjustable racing-derived dampers replacing the adaptive shocks, specially developed Bridgestone tires, an Akrapovic titanium exhaust, new carbon fiber flics at the leading edges of the front cover vents, and a rear wing canted an additional three degrees for more rear downforce. The Gallardo Squadra Corse coupes got more downforce from a special rear wing, too, but the racing arm wasn't in charge of that back then. Chief technical officer Rouven Mohr described this as "a concrete demonstration of how experience gained in motorsport can be effectively transferred to the road product, enhancing performance and driving pleasure.