Lamborghini Reverses Course on Electric Supercar Strategy
The iconic Italian supercar manufacturer Lamborghini has made a dramatic strategic pivot, officially abandoning its plans to launch an all-electric vehicle. Instead, the company will concentrate its efforts on developing plug-in hybrid models, responding to what it describes as a significant drop in demand for fully electric vehicles among its affluent customer base.
Hybrid Success Drives Decision
Lamborghini's decision comes on the heels of remarkably strong financial results for 2025, which were substantially boosted by robust sales of its hybrid models. The company delivered a record 10,747 vehicles worldwide last year, with Europe remaining its largest market, followed by the Americas and Asia Pacific regions.
The Revuelto hybrid supercar, priced from £450,000, and the plug-in hybrid version of the Urus SUV, starting at approximately £210,000, have been particularly successful. These were joined last year by the hybrid Temerario, costing upwards of £260,000, meaning hybrid options are now available across Lamborghini's entire model range.
Customer Sentiment Shapes Strategy
Stephan Winkelmann, Lamborghini's Chief Executive, explained the rationale behind this significant shift in an interview with the Sunday Times. He revealed that the "acceptance curve" for battery-powered vehicles among Lamborghini's clientele had plummeted to "close to zero."
"Sports car enthusiasts have failed to establish a specific emotional connection with electric vehicles," Winkelmann stated. "They genuinely miss the distinctive noise and character of an internal combustion engine."
The company had previously unveiled its first all-electric concept car, the Lanzador, in 2023, but has now confirmed it will not proceed with production. Instead, the Lanzador will be replaced by a plug-in hybrid model as Lamborghini works toward having an exclusively hybrid lineup by 2030.
Financial Prudence Over Green Ambitions
Winkelmann emphasized that continuing with full electric vehicle development under current market conditions would represent "an expensive hobby" for the brand. He described such a path as "financially irresponsible toward shareholders, customers, and our employees and their families."
This decision marks a notable reversal from Lamborghini's earlier environmental commitments. In 2021, the company announced ambitious plans to produce only hybrid electric supercars by 2024, backed by a substantial €1.5 billion investment in hybrid and all-electric vehicle technology.
"Plug-in hybrids offer the optimal balance," Winkelmann explained. "They combine the agility and low-rev boost of electric battery technology with the emotion and power output that only an internal combustion engine can provide. This represents the best of both worlds for our discerning customers."
Combustion Engines Continue
While transitioning toward hybrids, Lamborghini will continue manufacturing traditional combustion engine vehicles "for as long as possible," according to Winkelmann. The company, which operates under Volkswagen ownership through its subsidiary Audi, reported that its hybridisation strategy has been "met with enthusiasm by Lamborghini customers across the globe."
This strategic shift reflects broader challenges facing the luxury automotive sector as it navigates the transition toward electrification while maintaining the distinctive characteristics that define premium driving experiences.
