Lamborghini Automotive Focus
Interior of the new Aventador.
Winkelmann. “Nobody was expecting such a dip, but we always said that even Lamborghini is not going to be immune to a recession or a global financial crisis. So, we said it’s going to be a tough time, but we could decide not to invest anymore and to continue, let’s say, to earn money, or to invest in the future of the business because this is what it’s all about. We have to think more than just short-term even if it’s tough, so we increased our efforts to be on the edge for the future, and this is something which we strongly believe is the right move. And being part of a group is also helping in the circumstances.”
And will the market return to 2008 levels in the foreseeable future? “We think that 2008 levels will return in a couple of years, but not immediately,” said Winkelmann. “For a high- end luxury car manufacturer, the market is working in a different way, so you have to cut production even more than is needed somehow; this is the reason why we went
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“We have our own style, we have our own directions and we feel very relaxed about what the others are doing.”
down 40 per cent in 2009, because we cut production heavily. We said, ‘We have to dry out the market; we have to have a balance between the real market and the segment we are in, and so we cannot push more than this’. But we still have high demand and a growing market in Asia-Pacific, especially in China.”
Responsibility
In terms of image and general development roadmap, Winkelmann says Lamborghini wants to stay the “bad boys” and remain “on the edge”. He added that the company wants to remain a niche brand; “niche even amongst the super sports car manufacturers because, in terms of design and performance, we are really different,” he said. “And this is key for our success because if
you have a clear positioning and you continue to go down this road you will create a buzz”. On the other hand, Winkelmann adds that the company’s roadmap leading up to 2015 includes a plan to reduce its car emissions by 35 per cent. “This is a lot for a performance car, because driving fast means [fuel] consumption and consumption equals CO2 emissions,” he said. However, Winkelmann pointed out that during the company’s 48-year history, its total car production so far amounts to around 24,000 cars. And for any of these cars, the average mileage is unlikely to exceed 3000 miles per year. Nevertheless, he stresses that Lamborghini is a socially responsible company. “We feel it, and we do the maximum we can,” he said. And on the topic of ‘greener’ driving options, what does Winkelmann think about the current
March 2011
www.logisticsit.com
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