"The decision came after more than a year of customer research, dealer feedback, and market analysis that revealed a harsh reality: wealthy buyers want the "emotional experience" of traditional engines. According to Winkelmann, EVs "struggle to deliver this specific emotional connection" that includes the distinctive sound and feedback of internal combustion engines."
"Lamborghini CEO Stephan Winkelmann just canceled the company's all-electric Lanzador supercar after discovering that demand among his millionaire customers was "close to zero." The Italian automaker is pivoting entirely to plug-in hybrids by 2030."
Lamborghini has canceled its all-electric Lanzador supercar after extensive market research revealed minimal demand among wealthy customers. CEO Stephan Winkelmann determined that affluent buyers prioritize the emotional experience of traditional internal combustion engines, including distinctive sound and mechanical feedback that electric vehicles struggle to replicate. The company is redirecting its strategy toward plug-in hybrids by 2030. This decision reflects broader industry challenges with EV adoption among luxury segments, as other manufacturers including Stellantis and General Motors have similarly scaled back electric vehicle programs, with GM reporting a $6 billion loss from its electric initiative.
#luxury-automotive-strategy #electric-vehicle-adoption-challenges #consumer-preferences-for-traditional-engines #plug-in-hybrid-transition
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