Lamborghini’s business case for the Huracan Sterrato actually works

What strange times we’re living in. Lamborghini officially acknowledged that the company could produce a freaking Sterrato Concept (an off-road Huracan), and make money on it, while, for example, Toyota struggles to make the Camry profitable. Lamborghini chief technical officer Maurizio Reggiani acknowledged that "even though the budget is quite tight—it always is at Lamborghini—the provisional business case suggests that we can build this car [Sterrato] at a profit." But are we going to see it? And when?

What Is The Lamborghini Sterrato Concept?

Lamborghini Says It Can Produce the Sterrato Concept At a Profit
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The Lamborghini Sterrato Concept is a vision of an off-road focused Lamborghini with elevated ride height, off-road tires, LED roof light bar, and an awesome livery. Lambo revealed the curiously styled car in June 2019, but we have heard about something similar to it back in 2017. The Internet rumors were quite exciting - some sources from the company acknowledged in 2017 that Lamborghini would offer a unique Huracan Safari. It will have:

  • a height-adjustable suspension
  • bigger wheel arches
  • all-terrain body protection panels
  • all-wheel drive
  • four-wheel steering

I am not the one to add fuel to the fire, but the Lamborghini Huracan Sterrato has all of these qualities in abundance. It would not be a stretch for something like this to happen. Lamborghini is well-known for the production of crazy low-run cars such as the Centenario, Sesto Elemento, or the Reventon. All of them expressed the ultimate Lamborghini philosophy in creating extreme vehicles capable of achieving godly performance. With the unveiling of the first Lambo SUV - the Urus - I can see how the off-road(ish) Huracan would work from a marketing standpoint.

Speaking to Automobile Magazine and commenting on the Sterrato project, Lamborghini CTO, Reggiani added:

"How is this possible [to build off-road Huracan], you ask? By manufacturing all restyled or new body panels, claddings, ducts, and splitters on 3D printers. For this purpose, we developed a lightweight synthetic material which is in its final shape bolted or screwed onto the finished body. The idea for this car was born here in Nardo where we have both worlds next to each other. While the Urus is clearly more SUV than sports car, the Sterrato is a Huracán with the abilities of a crossover.”

Lamborghini Looks To Produce Up to 1000 units of the Sterrato

Lamborghini Says It Can Produce the Sterrato Concept At a Profit
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The thing is that the proposed Lamborghini Sterrato will not be as other low-volume Lamborghinis. See, Lambo produced only 40 units of the Centenario, 35 units of the Reventon, and 20 units of the Sesto Elemento. In contrast, rumors suggest that Sant’Agata Bolognese looks to produce 500-1000 units of the Lamborghini Sterrato. That would put it in the same production bracket of the Aventador LP770-4 SVJ. Lambo built precisely 900 units of them. Sure, this feels like a stretch, but I do believe that the world has 900 people with at least $270,000 who want to spend that money on the mid-engine supercar off-roader.

Considering that the Huracan starts at just over $200,000, I feel that the price of $270,000 would make the Sterrato profitable. After all, the Italians will 3D print all the body panels and smack them on the body of the Huracan. How hard could that be? Heck, this sounds a lot like something you would read in an article where I present virtual accomplishments of some rendering artists. That is precisely what makes this Lamborghini so appealing - childish ingenuity and creativity.

This is not the first time we have a near-childish experience with supercars (or at least mad cars). The first thing I thought of when I saw this Lambo is the 1986 Paris-Dakar rally winner. It was a rally-prepped Porsche 959 - based around the Porsche 961 structure - one of the most incredible automobiles ever conceived. Don’t mind me saying, but this fantastic Lamborghini Sterrato does feel like a little throwback to that astonishing Porsche.

Please tell me you do remember Porsche 911 rally cars we drooled all over in the eighties. Some of us still drool over them, even now. That is what the Sterrato is - a profitable dream that will come true. Sure, only for the people that would not go bankrupt when paying $270,000 for an off-road supercar.

2019 Lamborghini Huracan Evo drivetrain specifications

Engine 5.2-liter V-10
Horsepower 631 HP @ 8,000 RPM
Torque 443 LB-FT @ 6,500 RPM
0 to 100 km/h (62 mph) 2.9 seconds
0 to 200 km/h (124 mph) 9.0 seconds
Braking 100-0 km/h 31.9 m
Top Speed 325 km/h (202 mph)
Dry weight 1,422 kg (3,134 lbs)

Some Crazy Off-road Supercars You Should Check Out

Zarooq Sand Racer

Lamborghini Says It Can Produce the Sterrato Concept At a Profit
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With a carbon-fiber body from Mansory, 6.2-liter engine from the Corvette, and design by Bruno Laffite, the Sand racer is a rather impressive off-road proposition. It is a mid-engine supercar packing 525 horsepower, unique off-road suspension, and massive tires. Just what the doctor ordered. However, at more than $400,000, it could be considerably more expensive compared to the Sterrato.

Italdesign Giugiaro Parcour

Lamborghini Says It Can Produce the Sterrato Concept At a Profit
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Based on the 550 horsepower, Lamborghini V-10 from the Gallardo, the Italdesign Giugiaro Parcour is a one-off mid-engine off-road design exercise. Italdesign unveiled it in 2013 in Geneva, it measures 178.4 inches in length and 81.5 inches in width with an adjustable ride height that could vary between 8.3 inches and 13 inches. Honestly, the Parcour seems like a direct predecessor to the new Huracan Sterrato.

Conclusion

Lamborghini Says It Can Produce the Sterrato Concept At a Profit
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There have never been more millionaires in the world than there are now. That is why Ferrari plans to produce more than 10,000 vehicles per year, and that is also why Porsche sells as many cars as it does (256,255 units in 2018). Young millionaires are also the reason why the Lamborghini Sterrato business case can work. In short, enough people can pay for their dreams to come true. It’s also good to see Volkswagen trying to be fun and exciting.

What do you think?
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