Lamborghini expects incremental sales boost from first EV

When the Lamborghini Lanzador arrives in 2028, it will represent more than just the first electric vehicle from the famed Italian brand.

It will also be a fourth model line and a new segment for Lamborghini.

All told, the Lanzador is an important piece in the brand's growth strategy, said Andrea Baldi, CEO of Automobili Lamborghini America. Lamborghini calls it an ultra gran turismo with high ground clearance and 2+2 seating.

The Lanzador debuted in concept form in August during Monterey Car Week in California.

"It's going to be, in our opinion, all additional sales," Baldi told Automotive News. "It's not going to cannibalize anything existing because it's smaller than an Urus, it has different driving dynamics, it's bigger than a two-seater [such as] the future Huracan. It's a complete new segment where we feel that we can have also the opportunity to grow, while remaining very exclusive."

Lamborghini has seen U.S. and global sales increase substantially with the addition of the Urus SUV, which launched in 2018. Lamborghini's global sales rose 10 percent to 9,233 in 2022, with the Urus accounting for 58 percent of deliveries.

Expanding the model lineup has also attracted a younger customer base.

Baldi said around 70 percent of Lamborghini customers now are under the age of 50.

Reaction to the Lanzador has varied by customer age, Baldi said.

"I tend to see very enthusiastic feedback from the youngest part of the customer base and more curiosity and questions from the older part, that is maybe more petrolheads and are more interested into the mechanical complexity of the internal combustion engine," Baldi said.

For Lamborghini's customers that are curious about EVs, the automaker plans an electrification push before the Lanzador's arrival. The brand's entire range will be electrified in 2024.

"Clearly, everybody understands that this is a long time," Baldi said of the period before the Lanzador's arrival. "That curiosity by then will be satisfied."