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Lamborghini's Latest Innovations and Market Strategies

GOOVER DAILY REPORT 6/3/2024
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TABLE OF CONTENTS

  1. Introduction
  2. Introduction to the 2024 Lamborghini Urus SE Plug-in Hybrid
  3. Technological Advancements and Market Reception
  4. Lamborghini's Commitment to Classic Engine Types
  5. Lamborghini Day UK 2024 and Owner Engagement
  6. Future Model Releases and Innovations
  7. Global Market Strategies and Regional Focus
  8. Collaborations and Cultural Integration
  9. Canadian Debut of the Urus SE
  10. Glossary
  11. Conclusion
  12. Source Documents

1. Introduction

  • This report delves into Lamborghini's recent advancements, unveiling new hybrid technology, market strategies, and collaborations.

2. Introduction to the 2024 Lamborghini Urus SE Plug-in Hybrid

  • 2-1. Overview of the Lamborghini Urus SE

  • The 2024 Lamborghini Urus SE is the first electrified version of Lamborghini's debut SUV, marking a significant shift towards hybrid technology for the brand. Unveiled ahead of the first overseas showroom arrivals by the end of 2024, the Urus SE is the most powerful version of the SUV to date, boasting nearly 600kW, which is approximately 100kW more than its previous top-performing model.

  • 2-2. Performance Specifications

  • Powering the Urus SE is a hybrid system that combines a 456kW/800Nm version of Volkswagen Group's 4.0-litre twin-turbocharged petrol V8 engine with a 141kW/483Nm electric motor integrated into the eight-speed automatic transmission. This setup delivers a combined output of 588kW and 950Nm of torque, making it nearly 100kW and 100Nm more powerful than the next most powerful variants, the Urus S and Performante. The Urus SE accelerates from 0-100km/h in 3.4 seconds, 0-200km/h in 11.4 seconds, and reaches a top speed of 312km/h.

  • 2-3. Design and Technology Enhancements

  • The Urus SE includes several design and technology upgrades compared to previous models. It features a redesigned electronically-controlled rear differential and an electronically-controlled center differential, enhancing both comfort and performance. The SE also introduces a facelift with a reshaped front bumper and bonnet, new matrix LED headlights, a new tailgate design, and a lower diffuser with restyled Y-shaped tail-lights. The new spoiler increases rear downforce by 35%. Inside, the 10.1-inch touchscreen has been replaced with a larger 12.3-inch infotainment screen with new-generation software. Additional updates include new buttons and switches, redesigned air vents, and updated panel, seat, and dashboard coverings.

  • 2-4. Market Availability and Pricing

  • The 2024 Lamborghini Urus SE plug-in hybrid is due in European showrooms by the end of 2024 and is expected to arrive in Australia between April and June 2025. It is priced from AUD $457,834 plus on-road costs, which is more than the Urus S (AUD $409,744) but less than the Urus Performante (AUD $465,876).

3. Technological Advancements and Market Reception

  • 3-1. Hybrid System Features and Benefits

  • Lamborghini's latest SUV, the Urus SE, features a powerful hybrid system that integrates a 4.0-litre twin-turbocharged petrol V8 with an electric motor in the gearbox housing and a battery pack under the boot floor. This combination results in the most powerful Lamborghini Urus ever sold, with a staggering 588kW and 950Nm of torque. Unlike other manufacturers who downsize the engine when introducing hybrid systems, Lamborghini retains the same combustion power and adds electric power, ensuring enhanced performance without sacrificing the brand's hallmark engine sound and driving experience. The new drivetrain provides advantages such as improved engine response and torque distribution. Despite the addition of a 25.7kWh battery, which adds close to 200kg to the vehicle's weight, Lamborghini has implemented weight-saving measures in other areas, including a 20kg reduction in the rear differential, keeping the Urus SE the lightest car in the hybrid segment.

  • 3-2. Comparison with Previous Models

  • The Urus SE hybrid boasts significant improvements over its predecessors. The hybrid system increases the power output by nearly 100kW and 100Nm compared to the previous top model, the 490kW/850Nm Performante and S versions of the Urus. This enhancement makes the Urus SE not only the most powerful Urus ever but also reinstates Lamborghini's position at the top of the performance hierarchy within its segment. The added electric power offers enhanced throttle response and torque distribution, features that the previous petrol-only models lacked. Moreover, the hybrid system reduces CO2 emissions, aligning with modern environmental standards while still delivering the performance expected from a Lamborghini.

  • 3-3. Expected Market Reception and Sales Projections

  • Lamborghini anticipates strong market reception and sales for the Urus SE hybrid. Chief Technical Officer Rouven Mohr expressed confidence that there will be a 'huge run' on the new hybrid SUV. This expectation is founded on the model's combination of traditional combustion power with modern electric enhancements, catering to luxury segment customers who favor performance without downsizing. Initial feedback indicates that the hybrid system's performance advantages and preserved engine sound are likely to resonate well with the target market. While exact numbers are not provided, Lamborghini's strategic approach and significant improvements in the Urus SE are projected to drive high demand and solidify its market position.

4. Lamborghini's Commitment to Classic Engine Types

  • 4-1. Retention of the V12 Powertrain

  • Federico Foschini, Head of Sales & Marketing at Lamborghini, emphasized the company's dedication to retaining the iconic V12 powertrain. Foschini stated that regardless of the challenges, Lamborghini is determined to find a way to continue using the V12 engine in their future models. This commitment stems from the engine's iconic status and integral role in the brand's identity.

  • 4-2. Synthetic Fuel Considerations

  • Lamborghini is seriously considering the use of synthetic fuels as a viable option to power their V12 engines. Federico Foschini mentioned that synthetic fuels could provide a solution if combustion engines face prohibitions. By exploring synthetic fuels, Lamborghini aims to maintain their high performance and iconic characteristics while adapting to potential regulatory changes.

  • 4-3. Future of the V12 Engine in Lamborghini's Lineup

  • The future of the V12 engine remains a crucial aspect for Lamborghini. Foschini highlighted that while they aim to retain the V12 engine, it is essential also to embrace the new technological advancements without merely relying on past achievements. This approach ensures that Lamborghini vehicles continue to innovate while preserving the brand's authenticity and high-performance standards.

5. Lamborghini Day UK 2024 and Owner Engagement

  • 5-1. Event Overview and Highlights

  • Over 200 Lamborghini owners and their cars were welcomed by board members and management of Automobili Lamborghini at the second edition of Lamborghini Day UK. The event was held at Farnborough International Exhibition and Conference Centre, with cars arriving in 'Bull Runs' from eleven Lamborghini dealerships across the UK. The day’s activities were opened by the UK unveil of the Urus SE, the new PHEV version of the Lamborghini Super SUV. The presentation was led by Lamborghini's Chief Sales and Marketing Officer Federico Foschini, Chief Technical Officer Rouven Mohr, Design Director Mitja Borkert, and Aftersales Director Alessandro Farmeschi.

  • 5-2. Display of Lamborghini Models

  • The event showcased several iconic Lamborghini models, including the hybrid Lamborghini Revuelto featuring dual colors of Rosso Bia and Nero Granatus with extensive customization options. Another Revuelto in the Virtual Reality area allowed guests to explore its hybrid technologies. Lamborghini Polo Storico presented a Diablo SV and celebrated the Countach’s 50th anniversary with models like the LP 400, LP 500 S, and the limited-edition Countach LPI 800-4. The event also displayed V10 aspirated models, celebrating both the Huracán and its predecessor the Gallardo, alongside the lightweight V10 Sesto Elemento concept.

  • 5-3. Customization and Personalization Options

  • The Lamborghini Day UK event provided an Ad Personam studio for clients to experiment with virtually limitless options for personalizing a new Lamborghini with choices of color and trim. An Ad Personam Lamborghini Revuelto, created especially for the event, demonstrated these possibilities with a unique combination of external carbon trim, a shiny carbon roof, matt black tailpipes, black CCB callipers, and an interior in Nero Ade leather and contrasting Rosso Alala stitching.

  • 5-4. Sustainability Initiatives

  • Lamborghini highlighted its commitment to sustainability and CO2 neutrality, an ethos it has maintained since 2015. The event featured an exhibition of items made from Lamborghini’s leather offcuts through a partnership with the Bolognese ethical manufacturing company, Lamborghini Cartiera. These items included keyrings, bags, and phone cases. Additionally, the event featured a range of partners like Pirelli, Tod’s, Culti, and Lavazza, contributing to an interactive and engaging experience for all attendees.

6. Future Model Releases and Innovations

  • 6-1. Introduction of Huracan Successor

  • The V10 supercars have been a staple for Lamborghini since the brand joined the Volkswagen Group. The Huracan, launched about ten years ago, has been particularly popular among car enthusiasts. Demand for the Huracan has been exceeding supply for about a year, with production set to end later in the year. Fresh details were revealed in Lamborghini's Q1 2024 results document, where Federico Foschini, Lamborghini's head of sales and marketing, confirmed that the Huracan's successor will go on sale in August 2024. This new model will feature a plug-in hybrid system with a V8 engine developed internally by Lamborghini.

  • 6-2. Anticipated Features of the New V8 Hybrid

  • The new hybrid supercar is expected to feature several notable deviations from Lamborghini's previous models, including an eight-speed dual-clutch automatic gearbox borrowed from the Revuelto. Foschini detailed that the V8 plug-in hybrid will include features such as dynamic torque vectoring. The turbochargers of the engine will not engage until 7,000 rpm, and the engine will have a redline of 10,000 rpm. This new approach aligns with the VW Group's larger plan to reduce engine size and comply with stricter emissions standards.

  • 6-3. Lanzador and Future Electric Vehicle Plans

  • Following the launch of the Huracan's successor, Lamborghini aims to complete its electrification path, with the Revuelto serving as a V-12 plug-in hybrid and the Urus SE replacing previous V8-powered vehicles. The brand plans to unveil the Lanzador, its first electric vehicle, by 2028, and a second-generation all-electric Urus by 2029. This strategy highlights Lamborghini's commitment to embracing hybrid and electric technologies while phasing out its iconic naturally aspirated V-10 engines.

7. Global Market Strategies and Regional Focus

  • 7-1. Expansion into the Asia-Pacific Market

  • Lamborghini has identified the Asia-Pacific region, specifically Thailand, as having significant market potential for super luxury cars. This focus is part of their broader strategy to align with global carbon-neutral trends and ensure long-term business development.

  • 7-2. Focus on Thailand and Other Regional Markets

  • Thailand is seen as a significant market within the Asia-Pacific region, with new customers constantly seeking the high-end experience of Lamborghini vehicles. Other important markets include China, Japan, South Korea, Australia, Taiwan, and India. Despite competition from Chinese car makers, Lamborghini remains confident in maintaining its unique position in the super luxury segment.

  • 7-3. Sales Data and Market Potential

  • In 2023, the Asia-Pacific market saw growth of approximately 4%, with total sales of 2,660 units out of more than 10,000 units sold globally. Lamborghini set a record with over 10,000 units sold worldwide, marking an incredible achievement. In the Asia-Pacific region, leading markets include China, followed by Japan, South Korea, Australia, Taiwan, India, and Thailand. The Indian market achieved sales of over 100 units, while the Thai market had less than 100 units. Both markets show positive signs of growth.

8. Collaborations and Cultural Integration

  • 8-1. Technics and Lamborghini Collaboration Overview

  • Technics announced a collaboration with Lamborghini to launch the SL-1200M7B turntable system. This model is a special edition based on the SL-1200MK7 and SL-1210MK7 DJ models from the SL-1200 turntable series. Over 3.5 million units of this series have been sold to date.

  • 8-2. Details of SL-1200M7B Turntable System

  • The SL-1200M7B includes a vinyl record with engine sounds of various flagship Lamborghini cars and exclusive design elements such as a slipmat and stickers. Its functions are based on existing models but with design influences from Lamborghini's iconic Y-shape and three iconic Lamborghini colors. Features include a coreless direct drive motor, highly sensitive tonearm, two-layer structure platter, high rigidity cabinet, high damping insulator, and various DJ-friendly functions like starting torque/brake speed adjustment, pitch control, reverse play, and a stylus illuminator.

  • 8-3. Shared Brand Values and Customer Experience Focus

  • Technics and Lamborghini share similarities despite coming from different markets. Both brands have a history of around 60 years and are known for thorough technological development and providing unique customer experiences. Sound plays a significant role in both brands; Lamborghini is known for its engine sounds, and Technics for its rich audio experiences. The collaboration leverages these common values and sound-making initiatives to create a product that stimulates and excites customers.

9. Canadian Debut of the Urus SE

  • 9-1. Event Highlights and Market Reception

  • The Canadian debut of the Lamborghini Urus SE was a significant event, attracting various automotive enthusiasts and industry experts. The event garnered substantial media coverage, emphasizing the strong market interest in Canada. Attendees were particularly impressed by Lamborghini's commitment to blending luxurious design with sustainable technology.

  • 9-2. Performance and Technical Specifications

  • The Lamborghini Urus SE showcased advanced hybrid technology, which has been a major focus for the brand. The vehicle includes a high-performance engine that delivers substantial horsepower while incorporating eco-friendly enhancements. Technical specifications highlight its robust acceleration, superior handling, and integration of state-of-the-art electronic systems aimed at optimizing driving experience.

  • 9-3. Comparison with Previous Models

  • Compared to its predecessors, the Urus SE features significant improvements in both performance and design. Previous models, while renowned for their power and aesthetics, did not prioritize hybrid technology as strongly. The introduction of hybrid elements in the Urus SE marks a strategic shift for Lamborghini, aiming to address growing environmental concerns while maintaining their signature high-performance standards.

10. Glossary

  • 10-1. 2024 Lamborghini Urus SE [Product]

  • The latest edition of Lamborghini's super SUV featuring a plug-in hybrid powertrain with a 4.0-litre twin-turbocharged petrol V8 engine and an electric motor, producing a combined output of 588kW and 950Nm of torque.

  • 10-2. V12 Powertrain [Technology]

  • Lamborghini's iconic engine known for its powerful performance and unique sound, which the company aims to retain through possible future adaptations to synthetic fuels.

  • 10-3. Huracan Successor [Product]

  • An upcoming hybrid supercar from Lamborghini, featuring a V8 engine with a plug-in hybrid system, set to debut in 2024.

  • 10-4. SL-1200M7B Turntable System [Product]

  • A collaborative product between Technics and Lamborghini, this special-edition turntable includes design elements inspired by Lamborghini's iconic colors and features a vinyl record with the sounds of Lamborghini engines.

11. Conclusion

  • Lamborghini continues to innovate with hybrid technology while retaining its commitment to classic engine sounds and high-performance standards. The brand is effectively penetrating global markets through strategic launches and collaborations.

12. Source Documents