When you think of Lamborghini, spectacular design and a sound that guarantees goose bumps immediately come to mind. Whereas striking designs can be easily salvaged for the age of electro mobility, many questions remain unanswered when it comes to sound. From today's perspective, it would be virtually inconceivable for a Lamborghini to simply sound like exactly...nothing. The same applies to the driver experience. Could you imagine getting into a noiseless autonomous Lamborghini? Questions upon questions. The answers, however, should give fans peace of mind about the future.

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Lamborghini Continues To Sell "Dreams"

Front three-quarter view Countach
Lamborghini

In an interview with Autocar, Lamborghini CEO Stephan Winkelmann gave a first glimpse of the Italian sports car manufacturer's future in the age of electric mobility. In doing so, he emphasized that while Lamborghini will have to adapt to the new age of electric mobility in the coming decade, it does not want to neglect or destroy its customers' dreams in the process.

Even in an electrified future, the Lamborghini boss therefore sees the brand not as a disdainful mobility provider, but as a seller of automotive dreams. In order to deliver these promises, future models should also deliver on their performance credentials. And according to Stephan Winkelmann, this applies not only to pure numbers in the context of longitudinal acceleration, but also around the associated feelings. In other words, the movement of the sports cars in the pilot's hand and their lateral acceleration. He considers this essential for a successful future for the brand.

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Design And Performance Are Joined By Perception And Sound

2022 Lamborghini Aventador Ultimae
Lamborghini

In the future, Lamborghini will therefore focus on four pillars of brand identity instead of two. The first new pillar is perceived performance. According to Stephan Winkelmann, the focus is on the driver, how he feels and how committed he is. In the future, this will be helped by new software that not only improves lateral acceleration, but also raises the contact between man and machine to a new level.

The second new pillar is sound, which is likely to be the biggest challenge for Lamborghini. According to the boss, this will require seeing what's coming, while at the same time it will be different from today. So even if it's not yet clear how a Lamborghini will still have a sound in the future, we're already very curious to find out what direction they take.