Automotive Focus Lamborghini
The V12-engined Lamborghini Aventador LP700-4, which enjoyed its world premier this month at the Geneva Motor Show.
super sports car business, followed by acceleration,” he said, “and only in last place of these three is going to be top speed. Why? Because all these cars can reach nearly 200 miles an hour, and there is no place you can achieve those top speeds; not on the race track and not on normal roads. So the handling – the pure driving pleasure – is something which is key. And here it’s the power-to-weight ratio which is making the difference.”
Winkelmann also reflected that power-to- weight ratio will increasingly become more about reducing the weight of the cars rather than increasing the power of the engine. He pointed out that, for decades, the weight of Lamgorghini cars has decreased dramatically for greater safety, comfort and to keep in line with emissions regulations. And here, the key is carbon fibre. “We have over 30 years’ experience in using carbon fibre,” explained Winkelmann. “We have a relationship with the
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university in the state of Washington in Seattle. We also have a very good laboratory here in Sant'Agata, which is doing advanced research on carbon fibre material.”
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“Handling is going to be number one in importance for the super sports car business, followed by acceleration.”
Reinvention
Winkelmann believes this is key for the company’s success not just for today but also for tomorrow. “If you don’t invest, if you’re not staying focused on the decisions you’re taking, then you’re out of business,” he remarked. “And it’s a very high investment issue, even if we’re selling low volumes. If you
want to stay at the edge, if you want to be the trendsetter, you have to reinvent yourself. We think that this is key for the success we have had in the past, and it’s going to be the future for the company as well.” So, innovation is crucial to Lamborghini’s success. But how does the company promote and encourage innovation within the company? “We have a system of rewarding,” Winkelmann pointed out, “not only on innovation but on everything which is making Lamborghini better.” He stressed that anyone within the company can suggest ideas, whatever their position. “Who has the will and the ideas can bring them up, and they will be analysed,” he said.
Investing in the future
Unsurprisingly, makers of luxury brands had a tough time during the recession. How difficult has that been for Lamborghini? “You cannot prepare for something like this,” considered
March 2011
MANUFACTURING &LOGISTICS
IT 7
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