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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.

2019 Lamborghini Aventador S Roadster First Drive Review: Refined bull

It fires up the same way as the fixed-roof coupe, via a missile launcher-style shield hiding a small hexagonal Start button. With a firm press the starter whirs as fuel dumps into all 12 cylinders, igniting 6.5 liters of air and gasoline in a riot of internal combustion. But with its roof off, the $460,247 Lamborghini Aventador S Roadster stirs to life with an incrementally different auditory punch, a cascade of deep, raspy notes pours more clearly out of the enormous exhaust pipes and into the snug cabin. Sound connoisseurs may notice the more mechanical whirs of valvetrain seeping into the cockpit, but we suspect the vast majority of Aventador S Roadster buyers are here for the sun – no doubt the reason Lamborghini organized this particular test-drive in Malibu, Calif. Our tester awaits with its twin carbon-fiber roof panels stowed in the nose, a rather convenient state because, as memory serves from our first-generation Aventador Roadster, the lid removal process requires a fairly awkward dance. Climbing inside is a considerably easier task when this Lambo is opened up to the elements. There's no head-ducking or awkward sliding, though once settled you will struggle for a place to stow your cell phone. Apart from the shallow glove box there are no other storage compartments, just a tiny USB/12-volt outlet beneath a flip-up lid that's barely big enough to hold a key fob. At least a small concession to convenience comes in the form of a removable cupholder mounted on the passenger side of the center console. When the massive V12 stirs to life, any concerns about practicality quickly fade away. The S Roadster gains the same improvements made to the S coupe, among them smoother suspension and improved aerodynamics (more downforce or less drag, depending on spoiler settings), the addition of four-wheel steering and a 38-horsepower gain, for a total of 729 hp. Also welcome is the ability to independently control suspension, steering and engine modes in what Lamborghini dubs the EGO setting. That said, it's all but impossible to ignore the human ego when rolling through town in an al fresco Lamborghini: The pointy two-seater cuts through traffic like a blade, leaving a wake of camera phone-wielding gawkers and swivel-necked onlookers fixated on its origami edges. But more crucially to those who care more about driving than posing, the updated Lambo delivers a palpably different left-seat experience compared with the first-gen Roadster.

Ford Mustang challenges Lamborghini in amazing drift battle

Engines scream and tires billow with smoke as Vaughn Gittin Jr. and Daigo Saito stage a drift battle through an abandoned Japanese resort that looks like a Russian village in this stunning clip. The high-performance ballet of these amazing machines sliding around makes this one of the best videos of the year. To fight this duel, Gittin straps into his 550-horsepower Ford Mustang, and Saito meets the pony car's challenge with a drift-prepped Lamborghini Murcielago. The drivers hit a curving road and show expert car control as the men slide these very different vehicles just inches from each other. Eventually, night descends, and they add some fire to the scene to give the stunts a more apocalyptic look. The production values for this short clip are phenomenal, and the editing makes the viewer feel right in the middle of the action. If you want to get behind the scenes of this impressive display of drifting, Speedhunters did a great job capturing the event in photos. Related Video: