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Lamborghini downshifts toward record sales

Reuters reports that the Lamborghini Huracan is doing exactly what it was intended to do for the brand: increase sales. The company set yearly sales records up to and including the first full year of the global financial collapse, moving 2,430 units of the Murcielago and Gallardo in 2008. But even 1,144 combined horsepower couldn't keep that momentum going, and by 2010 that had dropped to 1,302 sales worldwide. Retail success returned with the markets and buyers who deemed it finally safe to be seen in a brand-new six-figure car. Last year, the company set a sales record of 2,530 units, a 19-percent increase over 2014. In an interview with Reuters, company CEO Stephan Winklemann said that Lamborghini should break that number this month. The momentum is coming from the US and Asia, specifically Hong Kong, Macao, and Taiwan. Sales in mainland China are "broadly flat," but that has to be considered success when other much less spendy carmakers are hurting something awful in the People's Republic, and luxury makers have returned their primary attentions to the US. Next year could be even better, with the Huracan Spyder going on sale in the spring. Two years after that, the brand plans to double its current sales with the arrival of its supersport crossover, which has a target of "about 3,000" per year. Related Video:

Lamborghini Huracan Sterrato prototype spied testing in the snow

Back in the summer of 2019, which seems like so much longer than two and a half years ago at this point, Lamborghini showed an interesting concept called the Huracan Sterrato. It was a lifted, widebody version of the mid-engine supercar, and its name literally translated to dirt. It was quite cool, and surprisingly grounded. And it must've been received well not just by us, but possibly customers, because these spy photos seem to indicate Lamborghini is working on a production model. There are a few indicators, but the most clear is the fact this test car has a noticeably taller ride height than its pavement-pounding predecessors. The concept, for reference, had an extra 1.85-inches of ground clearance. Furthermore, the prototype is sporting roof rails like those seen on the concept. Some other interesting additions that may or may not indicate plans for the production car include the skid plate up front, the additional lighting on the hood, and a new roof scoop up top. They're all clearly temporary additions, but the concept had bodywork that suggested some sort of skid plate, as well as auxiliary lighting. The roof scoop is a bit of a head-scratcher, though. We're not one to turn down a sweet mid-engine supercar scoop, but roof rails would seem to suggest carrying stuff on the roof, which would seem to directly block said scoop. On the other hand, that scoop could provide cleaner air when out in the dirt. Missing from the concept are the fat fender flares, but that's not too much of a surprise. We would expect the powertrain is basically the same as that of the Huracan Evo with a naturally aspirated V10 and all-wheel drive. It will probably have specific driving modes that adjust the traction and stability control systems for sporty, slippery driving conditions. We could also see the car being shown sometime either this year or next year, since it will likely be based on the current Huracan. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

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.