Taking the bull by the horns

Lamborghini is set to continue its core two-model line-up for the foreseeable future although cashed-up fans of the raging bull can expect at least one other special variant along the lines of the recent, lightweight Gallardo Superleggera or mega-priced, 20-only Murcielago-based Reventon to hit the showrooms in the next 12 months.

That's the message from Lamborghini President and CEO Stephan Winkelmann, who since taking the reins of the Italian company in January 2005 has steered the supercar brand with the help of German parent Audi to its most successful sales period in the company's 45 year history.

"We have a commitment to our customers by maintaining the two-model range we will have at least one new product coming out each year," the German-born, Italian-raised Winkelmann said during a whirlwind three-day visit to Australia last week.

Winkelmann was on his first visit to Australia, primarily to attend the official openings of new Lamborghini showrooms in Melbourne and Sydney. The trim 43-year-old, who had stints at Mercedes-Benz, Alfa Romeo, and Fiat before joining Lamborghini, was light on details about specific product plans when he sat down for a one-on-one interview with the Carsales Network in Melbourne. But he did provide some hints as what to expect from the Sant'Agata factory in the next few years.

While the Carsales Network has previously speculated about the possibility of a V8-engined Gallardo (more here) when pressed on future product Winkelmann could only suggest, "you'll be surprised. We managed to surprise our customers in the last year (with the Murcielago LP640, Gallardo Superleggera and Reventon).

He did confirm, however, that Lamborghini had no immediate plans to introduce a third model to the line-up.

"We are not planning to have a third model, because we think a super sports car manufacturer like Lamborghini has to focus on what it has. But even if we were to think of a third model... we would not have an entry-level (model) under Gallardo, we would do something different."

"Even in our history we had the Espada which at the time was the fastest 2+2, and the LM (V12-powered off-roader). We even had GT cars in the beginning.

"If we did do something as a third model it would be completely different, but it's not planned because the message of our company is still valid -- uncompromising, extreme and Italian -- and we want to stick to this for the next years for sure."

Despite admitting that a production version of the Miura concept presented at the 2006 Detroit motor show would have been successful -- "we would have sold a lot of them" -- Winkelmann said a modern interpretation of Lamborghini's iconic 1960s V12-powered supercar was never really on the cards.

"We created the Miura for the 40th anniversary of the Miura... but it was never intended to put this car into production, due to the fact that history is important but it's history and for a small car manufacturer with just two models, there is no space for a retro car."

In order for Lamborghini to keep its position as a "niche within a niche", or a manufacturer of 'extreme' sports cars, it needed to be a trendsetter and not follow others, he said.

"(If we had put Miura into production) the people would have said they have no ideas, after 40 years they are just looking into the past."

Lamborghini has just come off another record year of global sales in 2007 (2406), its highest total ever and almost double that achieved in 2003. More than 1000 vehicles were sold in North America last year, its largest market, followed by Europe (959) and the UK (211).

It's a far cry from the company's first 40 years of existence, when it averaged around 250 cars a year.

In Australia Lamborghini found 46 buyers in 2007, an increase of almost 20 percent on 2006. In comparison Italian rivals Ferrari sold 145 cars and Maserati, 134.

Winkelmann said developing countries offered the greatest potential for future growth in sales, despite the current lack of infrastructure and road networks decidedly unsuited to ground-hugging supercars in those regions. Lamborghini dealerships are already up and running in China and India.

Being a part of the Volkswagen group (since 1998) and a beneficiary of "synergies of scale" between the group's car making divisions was a major contributor to Lamborghini's recent good fortunes, he admitted, but there is a limit to how quickly the company can expand.

"For the customers we always have to produce less than demand; this is very important for a luxury car manufacturer. Therefore we want to increase our sales but by maintaining an order bank of at least one year."

Despite the fact that even arch-rival Ferrari is getting on board the 'green' bandwagon with a biofuel supercar (click here) Lamborghini would adopt a 'wait and see' approach and act accordingly to marketplace demands.

"We take the emission issue very seriously, and being part of the Volkswagen group we have access to all the latest technology.

"But on the other hand by building little more than 2000 cars and the average mileage being very low all over the world the impact on the environment is close to zero.

"We will see what will happen in the States and we will be well prepared to have engines that are able to have ethanol (or other alternative fuels) so this is not a big problem."

While Lamborghini has been notably absent from the racetrack or other forms of motorsport at least in an 'official' capacity during most of its history, Winkelmann would not rule out a factory-back motorsport effort in the near future.

"Ferruccio Lamborghini founded the company back in 1963 by saying I'm building beautiful cars, high-quality cars, and very fast cars, I don't have to prove to anybody... on the racetrack. And he was right at the time (succeeding) in building up icons like the Miura and Espada.

"In our days it might be a bit different so we are thinking about having a (one-make series) so Gallardo versus Gallardo. But we would only do it if there was a business case, because of the ups and downs in the past, and there were more downs than ups, we now need to have consistency in whatever we do..."

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