EasyCar Original Lamborghini announced that it will realize the electrification of its entire product lineup by 2024, and in the next 2022, the model lineup of Lamborghini's internal combustion engine products will be sorted out. As for what new changes will be made in the future to witness the historic moment of Lamborghini, eCar interviewed Mr. Stephan Winkelmann, Chairman and CEO of Bokini Automobile Company, for the first time.
EasyCar asks: What are the internal reasons for Lamborghini's sales growth in 2021? How do you see the future development of the global ultra-luxury and supercar market?
Mr. Winkelmann: Many ultra-luxury brands have achieved very good sales performance, and the market demand for ultra-luxury cars is growing. In the face of the COVID-19 pandemic, people realized that they should truly enjoy life, so they chose to buy the model of their choice. Due to the travel restrictions of the new crown epidemic, people stay in China for more time and will increase related consumption in terms of domestic travel.
As electrification continues to evolve, people realize that models powered by internal combustion engines will gradually fade out of the market and want to seize the opportunity to buy. From the perspective of Lamborghini, product strength, brand recognition and attractiveness have continued to increase and have been recognized. Now, Lamborghini's orders have covered most of the production capacity in 2022, which gives us more confidence that we will also have a good sales performance in 2022.
Question from eCar: Before 2025, it is very important for Lamborghini because the brand needs to cater to the needs of the market and users for new energy trends. In the future, if the V12 model adopts plug-in hybrid, will Lamborghini users be able to accept it? After the introduction of the hybrid model, how does Lamborghini need to maintain the purity of the brand in all aspects?
Mr. Winkelmann: The minimum requirement for Lamborghini to make any product change is to be better than the existing model in terms of performance. Lamborghini will launch a hybrid model in 2023. According to customer acceptance of electric technology, customers are very much looking forward to the brand electrification revolution, and many young customers also believe that the brands they buy need to meet the requirements of sustainability.
By the end of 2024, all Lamborghini models will be hybridized, and by 2025 Lamborghini's CO2 emissions will be reduced by 50%, which is undoubtedly the right and important change for Lamborghini. Other brands in the market have also been electrified and adjusted, and the market acceptance is very good. Therefore, we are not worried about the acceptance of the model.
E-Car asked: Now, the order has covered all the production capacity in 2022, with a wider product layout in the future, how to achieve a balance between production and research and development in the face of the current epidemic situation and chip shortage?
Mr. Winkelmann: First of all, 2022 is still in the final stages of paying tribute to the internal combustion engine, and we will launch two Huracán derivative models, as well as a modified version of the Urus. The first plug-in hybrid model will be launched in 2023, the successor to the Aventador, and in 2024 the plug-in hybrid models of the Urus and the next-generation Huracán will be launched. Lamborghini set a record sales volume in 2021, and the current order has covered almost all the production capacity in 2022, which is promising.
We always watch the market change in order to make adjustments. Last year, the company performed well in the context of the epidemic and chip shortages. The environment for chip shortages remains this year, but my team and I are confident of meeting the challenges. The COVID-19 pandemic will still be on the move in 2022, but hopefully the impact on supply chains, mobility and daily life will decline. Overall, we see both risks and opportunities. I believe that in 2022 we will still be able to deliver excellent report cards.
Easy Car question: The future of electrification, automation and other trends are obvious, Lamborghini in these aspects of research and development investment is huge. As a small-volume production brand, how does Lamborghini balance R&D investment and operational sustainability during the transformation?
Mr. Winkelmann: It's very important for us to balance sales, expenses and revenue. The challenge of rapid technological upgrading and increasing costs of change will become even more pronounced in the future. Over the next four years, Lamborghini will invest 1.5 billion euros to enter the hybrid phase. Next, the company will continue to invest in pure electric models. We hope that the fourth model launched in the future will continue to lay a more solid foundation for the future healthy development of the brand.