Lamborghini has officially suspended plans for its first series-production electric vehicle, deciding to bet on high-performance plug-in hybrids until 2030. In the world of Sant’Agata, electricity is welcome, but only on the condition that it enhances the V8 or V12, not replaces them.
This refers to the model, previously shown as the Lamborghini Lanzador concept in 2023. It was supposed to appear by the end of the decade as a fully electric 2+2 crossover. Instead, the project is going back to the drawing board, if not straight to the history books.
Strategic U-Turn from Electric Vehicles
In a conversation with the Sunday Times, Lamborghini CEO Stephan Winkelmann confirmed that the electric car will not enter the production lineup, making way for another hybrid model. He also warned that a full transition to electric could turn into an “expensive hobby,” noting that the “adoption curve” for zero-emission technologies among Lamborghini customers is “close to zero.” This is not a favorable assessment at all.
Winkelmann added that Lamborghini buyers are still looking for a full “emotional experience”—style, performance, and, most importantly, sound. In his opinion, modern electric cars cannot yet replicate this. Therefore, for now, internal combustion engines remain on the menu and will be produced “as long as possible.”
Priority for Hybrids
The decision to close the project was made behind closed doors at the end of last year after lengthy discussions with customers and dealers, as well as careful market analysis. In other words, Lamborghini did its homework, and the results were not to its liking. As Winkelmann said:
“Investing large sums in developing fully electric cars when the market and customer base are not ready would be an expensive hobby and financially irresponsible towards shareholders, customers, our employees, and their families. Plug-in hybrids offer the best of both worlds, combining the agility and low-end power of electric battery technology with the emotion and power of an internal combustion engine.”
When asked by the Sunday Times whether Lamborghini would ever release a fully electric car, Winkelmann left the door slightly ajar but holding the handle very firmly.
“Never say never, but only when the right time comes. In the near future—only plug-in hybrids. We will continue to develop electrification because we also need to be ready. The times we live in are changing rapidly; if you don’t react quickly, you risk going out of business or losing momentum. Therefore, we need a solid financial foundation to reinvest in the future.”
Protecting the Brand’s Bestseller
Lamborghini’s current lineup is fully hybridized, from the Urus SUV to the Temerario and Revuelto supercars, each combining the muscles of an internal combustion engine with electric assistance. The formula seems to be working. Last year, Sant’Agata sold a record 10,747 cars, and the Urus comfortably led the charge.
The high-performance SUV was supposed to transition to a new generation in 2029, switching to a fully electric powertrain, but that is no longer the case. After communicating with customer groups, Lamborghini concluded that a battery-powered Urus would not set the order book on fire.
According to Winkelmann, they simply could not risk their bestseller. The Urus is the financial backbone of the brand. Supercars may have higher margins, but they occupy, as he calls it, a “tiny segment” compared to the Urus market, which is “larger and more stable.” In other words, it’s not worth gambling with the model that pays the bills.
Winkelmann also pointed to future regulatory challenges. “We have a big task as an automotive industry. Everyone is talking about 2035, but there is a big date that is very dangerous in 2030 due to emissions. And that is something that, in my opinion, is not sufficiently understood today.”
Lamborghini’s decision clearly reflects the gap between global environmental ambitions and real market forces in the luxury car segment. For now, wealthy buyers who form the brand’s customer base prefer the sound and traditional feel of an internal combustion engine, even if it is enhanced by electricity. This puts supercar manufacturers in a difficult position: they must balance innovation, compliance with future emission standards, and preserving the very “emotion” that customers are willing to pay big money for. The success of Lamborghini’s hybrid strategy suggests that in this segment, the path to electrification will likely be gradual and hybrid, not revolutionary and fully electric. The future will show whether this dynamic will change as technologies improve and generations shift.