One of the world’s biggest car brands has revealed its plan to ditch electric cars, admitting customers aren’t interested in EVs. Iconic sports car brand Lamborghini has ditched its plans to launch an all-electric Lanzador model, with the Italian marque instead planning to focus on plug-in hybrids.
Lamborghini had expected to launch the Lanzador before 2028, with an all-electric Urus tipped to enter the market by at least 2030. But, bosses have reversed their decisions after admitting that there was no demand for electric models among their luxury car fanbase.
Lamborghini explained: “The original roadmap envisaged the introduction of a fully electric Urus by the end of the decade, followed by a fully electric fourth model line.
“However, following extensive analysis and ongoing dialogue with dealers and customers, it became clear that the pace of adoption of pure BEV vehicles has slowed considerably, particularly within the luxury super sports segment, where demand remains very limited.”
Lamborghini’s chief executive, Stephan Winkelmann, admitted that developing EVs risked becoming an “expensive hobby” for the brand.
Speaking to The Sunday Times, Stephan added that the “acceptance curve” for battery electric models among Lamborghini's target market was now “close to zero”. Lamborghini explained that hybrid technology currently represents the “most appropriate solution” for the brand.
They explained these powertrains offered a combination of meaningful CO2 reductions with “the emotional performance that defines Lamborghini DNA". The Italian brand added that its next-generation Urus will be introduced as a plug-in hybrid when it hits the road in 2029.
Stephan added: “EVs, in their current form, struggle to deliver this specific emotional connection.” Lamborghini is one of the most lucrative car brands in the world, with the company enjoying an estimated valuation of around £18billion (€20 billion).
Lamborghini is not the only brand who have questioned plans for an all-electric future, with major car brand Stellantis also admitting to a U-turn.
The parent company of major manufacturers such as Vauxhall and Citroen, revealed they would scale back electric car production after taking a whopping £19bn financial hit. Major American marque Ford has also confirmed plans to significantly reverse its EV plans to focus on a broader mix of powertrains.
