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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.

Watch the Lamborghini Aventador SVJ break the Nurburgring lap record

The revolution will be televised. Lamborghini has posted the video of the Aventador SVJ breaking the Nurburgring lap record. With factory-backed race driver Marco Mapelli behind the wheel and a host of Pirelli engineers in support, the kaleidoscope-colored coupe posted a time of 6:44.97. Apparently the only difference between the production-spec SVJ and the record-setter is the tires: The retail SVJ will come with Pirelli P Zero Corsa rubber, the lap-flyer got shod with what we expect to be optional P Zero Trofeo R hoops. That's a little more than two seconds faster than the 6:47.3 set by the Porsche 911 GT2 RS — that car having taken the lap record from the Lamborghini Huracan Performante. Since Lamborghini hasn't revealed the Aventador SVJ, and won't until Monterey Car Week in August, we still don't have details on the special-edition car's specs. It is clear, however, that the SVJ is lighter and gets more grunt from its 6.5-liter V12 than the 3,836-pound, 740-horsepower Aventador S. We can look forward to a long list of carbon fiber and whiz-bang materials applications, plus info on the carmaker's tweaked ALA 2.0 active aerodynamics system ported over from the Huracan. For now, though, the unofficial teasers and the official teasers have been proved. We have high-definition video of what the SVJ is capable of on the German track in the right professional hands, and VBOX telemetry information to go with it. Enjoy. Related Video:

Lamborghini loans an Aventador S to father and son building 3D-printed replica

In October we shared the story of Sterling Backus, the physicist in Erie, Colo., who was building a Lamborghini Aventador replica with his 11-year-old son Xander. In progress for nearly two years, Backus — who designs lasers as his day job — fabricated a steel chassis, sourced an LS1 V8 from a Chevrolet Corvette for power, bought lights on eBay and 3D-printed the body panels that were then encapsulated in carbon fiber. Backus and son call the coupe the Interceptor, and Sterling said he subtly changed every exterior panel to avoid legal issues with Lamborghini. The Sant'Agata automaker was paying attention to the Interceptor, though, as an exec phoned Sterling about it before Christmas. The subject of the call: Lamborghini's marketing chief wanted to know if he and Xander would like to borrow an Aventador S for a couple of weeks and shoot a video. The Italian automaker has been known to go on hunts for deep-down Lamborghini fans. Last year Lamborghini had a surprise for one lucky kid going Christmas shopping at a store in Italy; kids that said they wanted a model Lamborghini were told the store was out, and almost all the kids accepted a different model instead. One child made it clear he didn't want a substitute if he couldn't have the Lamborghini, so he not only got a the model he wanted, he got it delivered in a Lamborghini driven by factory driver Marco Mapelli. Xander's devotion to the Aventador in "Forza Horizon 3" is what compelled him to ask his father if they could build a real-life version. For that, Xander and Sterling earned Lamborghini's #RealLover distinction this year. Katia Bassi, Lamborghini's CMO, said, "Automobili Lamborghini is against any attempt at counterfeiting. However, a true story of such authentic passion deserves to be featured, which is why we chose to tell of SterlingÂ’s and XanderÂ’s project in our 2019 Christmas video." Lamborghini Real Lover Campaign View 21 Photos The Interceptor build continues, documented on Facebook. The senior Backus aims to turn his work it into an educational tool. "Ultimately, I want kids to get interested in STEM, and this is a great platform for it because of all the disciplines involved in a project like this." But after 20 months of effort, he and Xander will probably enjoy taking a holiday break in the car that started it all. Related Video: