Lamborghini is recalibrating its electrification strategy, reversing course on plans for a fully electric vehicle and shifting its focus to plug-in hybrid technology. The decision, announced by Chief Executive Stephan Winkelmann, comes amid waning demand for electric vehicles among the luxury automaker’s clientele.
The Italian supercar manufacturer had previously unveiled the Lanzador, an all-electric concept car, in 2023. However, that vehicle will no longer move into production. Instead, Lamborghini will replace it with a plug-in hybrid model, with the aim of having a fully hybrid range by 2030. The company will also continue to produce vehicles with internal combustion engines “for as long as possible,” Winkelmann stated.
This strategic shift reflects a broader trend of softening enthusiasm for battery-electric vehicles within the high-end automotive market. Winkelmann explained that the “acceptance curve” for EVs among Lamborghini’s customers is “close to zero,” and that pursuing full electrification risked turning into “an expensive hobby” for the brand.
Lamborghini’s decision arrives after a record-breaking 2025, with the company delivering 10,747 cars globally. The automaker attributes this success, in part, to its existing hybridisation strategy. Sales of the Revuelto hybrid supercar, priced from at least £450,000, and the plug-in hybrid version of the Urus SUV, starting around £210,000, have been particularly strong. The recently introduced Temerario hybrid, costing upwards of £260,000, further expands the company’s hybrid offerings.
The move also highlights the importance of the driving experience for Lamborghini’s customer base. Winkelmann emphasized that buyers value the “emotional connection” provided by the brand’s vehicles, including the distinctive sound and feel of internal combustion engines. He noted that current EV technology struggles to replicate this experience, with noise remaining a crucial selling point in the luxury car segment.
The financial implications of this change are significant. Lamborghini, owned by Volkswagen through its Audi subsidiary, had committed to a €1.5 billion investment in hybrid and all-electric vehicles in 2021. While the company will continue to invest in hybrid technology, the scaling back of its all-electric ambitions represents a substantial reallocation of resources.
The decision to prioritize plug-in hybrids allows Lamborghini to leverage the benefits of both electric and combustion technologies. Plug-in hybrids offer a degree of electric driving range for short trips, while retaining the power and range of a traditional internal combustion engine for longer journeys. This approach may prove more palatable to customers who are hesitant to fully embrace electric vehicles.
Lamborghini’s shift also comes as the broader automotive industry grapples with the challenges of EV adoption. While EV sales are growing globally, the pace of growth has slowed in some markets, and concerns remain about charging infrastructure, battery range, and vehicle costs. Other luxury automakers, such as Bentley, have also expressed reservations about the speed of EV adoption, with Bentley’s boss recently stating that EV take-up is too slow.
The automotive landscape is also being reshaped by recent policy changes. A U.S. Supreme Court ruling striking down many of former President Trump’s tariffs, as reported by Automotive News on , could impact vehicle pricing, and demand. The automotive industry is facing potential disruption from emerging technologies such as humanoid robots, which could threaten manufacturing jobs.
Lamborghini’s decision to focus on plug-in hybrids is a pragmatic response to changing market conditions and customer preferences. By prioritizing a technology that offers a balance between electric and combustion power, the company aims to maintain its appeal to luxury car buyers while navigating the evolving automotive landscape. The company’s success will depend on its ability to deliver hybrid vehicles that retain the performance, design, and emotional connection that define the Lamborghini brand.
