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Lamborghini updates its logo for the first time in over 20 years

Enthusiasts meandering through the Pebble Beach Concours d'Elegance in 50 years will have an easy way to tell approximately when a Lamborghini was made. Starting later in 2024, the brand's cars will wear a logo that has been redesigned with a focus on minimalism. Lamborghini notes this is the first time it has redesigned its logo in over 20 years, and the changes made are relatively subtle. The emblem is still shield-shaped, and its overall layout remains the same; there's "LAMBORGHINI" written at the top, right above a bull that looks like it's about to charge. However, the shield's frame is smaller, with a flatter look, and the bull becomes an outline with fewer details (like the spine). Here's the old logo for reference: While the bull has appeared on the logo since the company's inception in 1963, it will soon stand on its own for the first time. Not on cars, it sounds like they'll still wear a shield, but in some of the brand's marketing and promotional material. Lamborghini also developed a brand-specific font to further strengthen its identity. You'll see it in the magazine that the company publishes, for example, and on social media. Lamborghini hasn't revealed which car(s) will inaugurate the new logo. The latest addition to its range is the Revuelto, which is powered by a 1,001-horsepower plug-in hybrid drivetrain built around a new, naturally-aspirated V12. Developed to replace the Aventador, it was unveiled in 2023 with the old logo; if it gets the new logo, early examples with the old emblem will likely be interesting from a collector's perspective. We know that the brand has at least three new models in its pipeline: There's a plug-in hybrid evolution of the Urus, which should also get a handful of visual updates inside and out, and a replacement for the Huracan, which will reportedly downsize to a twin-turbocharged V8 and go hybrid. One of these will surely be the first to wear the new logo. Looking ahead, the first electric Lamborghini will arrive in about 2028. Marketing/Advertising Lamborghini Luxury Performance

Lamborghini wants to grow, but it will never become big

Lamborghini had a record year in 2021: it delivered 8,405 cars, an increase of 13% over 2020 and, tellingly, 6,803 units more than in 2011. Almost all of the company's production capacity for 2022 is spoken for, so its popularity doesn't look like it's going to wane anytime soon. Andrea Baldi, the head of the Americas region for Lamborghini, sat down with Autoblog to talk about what this growth means for the future. "We have more than a year-long waiting time for every model. Even for the Huracan, which we launched in 2014. It's not just the STO; it's the all- and rear-wheel-drive variants as well. We pre-sold the Aventador Ultimae in three weeks in July 2021, which was a record," Baldi pointed out. The more family-focused Urus has been hugely popular as well; it's the best-selling Lamborghini with 5,021 deliveries in 2021. Lamborghini plans to continue growing in the coming years, it will notably unveil four new models in 2022, but there's a set limit to how far it can stretch. The executive team's idea is not to rival Audi in terms of size, or even Porsche. "We definitely want to scale up our production a bit. The big chance for us is the jump into hybridization, because it means that we'll get a new generation of cars. We'll start in 2023 with the Aventador's successor, and the entire range will gradually be electrified after that. This gives us an opportunity for the Aventador and Huracan successors to have a production line that can make more cars," Baldi revealed. He stopped short of telling us precisely how many more, but the increase will be relatively small — and maintaining the brand's exclusivity will be of paramount importance. "The idea will always be to have one car less than demand," he noted. "We will always have a waiting time but it should be shorter, so we need a little more production capacity. If you sit in front of your house and watch 10,000 cars go by, one will be a Lamborghini. We're talking about a small-digit percentage increase, but for a luxury brand it will be a big change," Baldi added. Going hybrid unlocks other opportunities, like the ability to reach new buyers while letting the firm stay on the right side of ever-stricter regulations. And yet, many of its customers still associate a super-sports car with a mighty internal combustion engine.

Lamborghini NA V12 swan song a track-only 830-hp Aventador SVR?

According to a poster on a McLaren Life forum and picked up by The Supercar Blog, Lamborghini is preparing a small-batch, track-only model to begin deliveries around 2021. At the end of last month, user Champagne612 wrote that he (or she) was "Going to spec next week and test drive the SVR V12 track version of AV." In the words of Champagne612, this Aventador SVR is the last hurrah for Lamborghini's naturally aspirated 6.5-liter V12, a flourish before hybridization becomes necessary on the brand's iconic powerplant. Supposedly, only 40 SVRs will be made, each one producing 830 atmospheric horsepower. That would give the SVR 60 more horses than the road-legal SVJ. Lamborghini's only made two other SVR models. In 1968, there was the one-of-one Miura Jota SVR, a customer-request Lamborghini brewed with a mix of outsourced parts. More relevant to this latest car, in 1996 Lamborghini built 31 examples of the Diablo SV-R — based on the Diablo SV — to form a one-make race series. It's not clear if the coming SVR will be just a customer track-day car, a la the new Porsche 911 GT2 RS-based 935, or if Lamborghini has larger plans, a la the Ferrari FXX-K program. The Sant' Agata brand has leaned even more into the customer racing vibe of late, with a Urus one-make series planned, and the customer-request, road-legal Aventador-based SC18 Alston unveiled last year (pictured). Based on that, there's chatter that an Aventador SVR could be a feint at the so-called hypercar class opening next year in the World Endurance Championship. The connection seems more than tenuous, but it's not impossible. Lamborghini CEO Stefano Domenicali said at the Goodwood Festival of Speed that the carmaker was perusing the hypercar regulations taking effect in 2020 until about 2025, and told Autocar that the SC18 Alston "shows that we have internal capabilities for such a [Le Mans] project." Those rules require a minimum weight of 1,100 kilograms, maximum combined output of 750 hp — an optional hybrid system can contribute no more than 270 hp — and a minimum of 20 production versions built over two years. Save for the fact that committed entries from Aston Martin and Toyota are much more slippery than any Lamborghini, the rules on paper put an Aventador-based model firmly in the mix, and unresolved regulations limiting downforce and mandating a minimum drag figure could inch an Italian competitor closer to the mark.