The company is tired of having to compete for attention… not that it was really the case

Lamborghini’s parent company, Audi, has issued a press release that, among other things, says that Lambo won’t be attending the 2020 Geneva Motor Show. The idea behind this move is that it wants to skip GIMS so that it can focus on “standalone events” where its cars won’t have to share the spotlight with rival models. If you were there last year, you’d know that isn’t really the case – Lambo was in the middle of one of the larger halls and surrounded by cars it doesn’t compete with – but hey, one excuse is as good as any other. There’s a little more to this story, though.

Does Skipping Geneva Give Lambo the Money it Needs to Go Hybrid?

Lamborghini Confirms Hybrids are Coming, But Condemns the 2020 Geneva Motor Show Exterior
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I won’t pretend to know what it costs to set up shop at an auto show – especially not with million-dollar cars, security, and other staff in tow. But I know it’s not cheap.

Lamborghini has a big year ahead of it with a number of new models coming, one of which is the Plug-In Hybrid Urus.

That Urus PHEV will likely borrow at least some tech or know-how from Lambo’s other two hybrids – the 2014 Asterion Concept and the recently announced Sian FKP 37. The move to skip GIMS 2020 might have something to do with costs associated.

2020 Lamborghini Sian specifications
Engine V12, 60°, MPI (Multi Point Injection)
Displacement 6,498 cm³ (396.5 cu in)
Bore x Stroke 95 mm x 76.4 mm (3.74 x 3.01 in)
Compression ratio 11.8 ± 0.2
Max power 774 hp @ 8,500 rpm
Max torque 720 Nm @ 6,750 rpm + 40 Nm electric
Electric motor
Operating tension 48V
Max operating current 600A
Max Power 34 HP
Max Torque 38 Nm
Combined power 808 hp
Weight to power ratio <1,98 kg/CV
Transmission Electronically controlled all-wheel drive system (Haldex gen. IV) with rear mechanical self-locking differential
Gearbox ISR (Independent Shifting Rods) gearbox with 7 speeds, shifting characteristic depending on drive select mode, electric motor works during the shifting and as boost
Top Speed >350 km/h (217 mph)
0 to 62 mph <2,8 s

Lamborghini is going all-in on hybrid tech, but EVs aren’t on the immediate horizon

Lamborghini Confirms Hybrids are Coming, But Condemns the 2020 Geneva Motor Show Exterior
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Unfortunately, we don’t know what other models are coming this year, outside of the Urus ST-X and Urus PHEV, but Lamborghini will be spending more money on hybrid tech as it’s been confirmed that ”hybrid variants for all next-generation super sports car models” are being developed. That means that the successors to the Lamborghini Huracan and Aventador will, in fact, combine combustion engines with electric motors.

Why Will the Lamborghini Aventador Be Replaced First?

2018 Lamborghini Aventador S
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Whether or not these successors arrive this year remains to be seen. I certainly wouldn’t expect both models to arrive, but a replacement for the Aventador could happen. And, for very good reason.

When you look at the numbers, the Huracan isn’t all that old. It was introduced in 2014. the Aventador, on the other hand, hit the market way back in 2011 and will, despite the introduction of the Aventador S and SVJ in 2017, be a decade old as of 2021. If I were to bet on any new car coming this year, I’d bet that it’s a successor to the Lamborghini Aventador. The Huracan’s successor will probably come in late 2021 or early-to-mid 2022.

Lamborghini May Be Out of Auto Shows Forever

Lamborghini Confirms Hybrids are Coming, But Condemns the 2020 Geneva Motor Show High Resolution Exterior
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Neither Lamborghini or its parent company, Audi, has come out and said that Lamborghini is skipping anything other than the 2020 Geneva Motor Show, but there’s a reason more and more automakers are skipping auto shows. It all boils down to the trade-off between exposure and competition. When you debut or even show off a car to the public at something like the Geneva Motor Show, you compete with 100s of other automakers for attention.

It’s not that Lamborghini has any issues competing with too many other automakers, but skipping the show and doing standalone events gives the company a lot of freedom.

With standalone events, there are no time constraints, no schedules to compete with, and, more importantly, people are only at your event for your car. On top of that, only people you want at the event are there, and the rest of the world can watch via that nifty technology we call the internet. It’s easier to keep costs in check, protect your assets, and create shows that really wow the crowd on the scene and watching from abroad.

It sucks for those of us that love to get up close and personal with cars we rarely get to see otherwise, but from a business standpoint, and a financial standpoint, it makes sense for Lamborghini to skip Geneva and – honestly – just about any other auto show.

Robert Moore
Editor-in-Chief and Automotive Expert - robert@topsped.com
Robert has been an auto enthusiast his entire life. He started working cars at a young age, learning the basics from his father in the home garage on the weekends. As time went on, Robert became more and more interested in cars and convinced his father to teach him how to drive when he was just 13 years old. Robert continued working on cars in his free time and learned as much as he could about engines, transmissions, and car electrical systems, something that only fed his curiosity more and eventually led him to earn a bachelors degree in automotive technology with a primary focus on engine performance and transmission rebuilding.  Read More
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