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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: We did not cheat on Nurburgring record

"Why would we [cheat]? We have all the data, all the GPS data. It's verified. It's already verified." – Lamborghini CEO Stefano Domenicali Lamborghini is doubling-down on the legitimacy of the Huracan Performante's production-car record at the Nurburgring. The Italian supercar maker should have been on a high when it launched its Huracan Performante at the Geneva Motor Show, but it was instead forced to defend the 6:52.01 lap time on the Nurburgring's Nordschleife circuit in the wake of criticism. Skeptics suggested the footage had been sped up from a rate of 24 frames per second to 25, arguing the 'authentic' lap time would have been closer to 7:08. James Glickenhaus, the owner of ultra-low volume supercar maker Scuderia Cameron Glickenhaus, even called for the circuit to hold a special day to verify production car lap times. View 12 Photos "Why would we [cheat]?" Lamborghini CEO Stefano Domenicali asked incredulously. "We have all the data, all the GPS data. It's verified. It's already verified. "The simulation we did before we did the lap was already better than the previous time [set by Porsche's hybrid supercar, the 918 Spyder]. "What we saw was the great potential of active aerodynamics. The Nurburgring is a lot of partial throttle and long corners. The SV [Aventador] was for sure faster on the straight, but the lap [by the Performante] was all recorded." A Lamborghini spokesman suggested the entire controversy was rooted in "one blogger's business model [of] paying for clicks." Audi Sport development head, Stephan Reil, also weighed in during last week's Audi RS3 launch, insisting Lamborghini would have had no reason to cheat at anything and that its active aerodynamics would have more than made up for any power shortfalls. Audi is a sister brand of Lamborghini under the ownership of Volkswagen Group. "We also know that architecture well [the Huracan shares its architecture with Reil's R8]. We know what it's capable of," Reil said. "The Performante 'Ring time is absolutely credible. Active aero makes a huge difference. "We did a TT production racer for the 'Ring with about 380 horsepower and gave it maximum wing. It was so slow down the straight that everybody passed it, but the overall lap time was very, very fast. Much faster than without the aero downforce.

Lamborghini teases something 'Reactive' for Geneva

Lamborghini is teasing a big reveal at the upcoming Geneva Motor Show on March 3, but the exact identity of the vehicle remains a mystery. However, Lambo is including a fairly obvious clue in its video that suggests one likely candidate. The Italian brand's clip shows off some rocky roadsides, a glimpse at the interior and a brake rotor. It also claims this is, "the most reactive car ever." The hint is hiding in plain sight with the slashing S that appears in each line of text. Lamborghini was seen filming the Aventador SV at the end of January along a road not unlike the one on display in this clip. It boasted a new front-end treatment and a massive rear diffuser and rear wing. Also, that S-shaped slash in the video is practically identical to the one the side of the car that was spotted. Power is almost certainly increased as well, but like the model's true identity, the brand isn't giving specifics yet. Of course, it's possible this clue could just be a red herring to throw off fans. Regardless, Lambo definitely has something exciting in store for the Swiss show. Related Video: