Lamborghini is keen to embrace its inner crazy, and offer even more personalisation, in order to grow profits while maintaining exclusivity.
Federico Foschini, Lamborghini’s chief marketing and sales officer, told Autocar the company can “can do a lot of stuff with the Sterrato”, and claimed “the market is there” for more Sterrato variants in the future.
Launched in 2022, the Huracan Sterrato was a limited edition variant with suspension jacked up by 44mm, track widened by at least 30mm, chunky wheel arch extensions, off-road tyres, a mechanical self-locking rear differential, and more underbody protection.
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“We don’t only want to upgrade, we want to surprise,” he said, hinting the Sterrato theme will be applied not only to the Temerario, the Huracan’s replacement, but also the Urus SUV and V12-powered Revuelto.
While giving the Urus the Sterrato treatment may seem an obvious move, Mr Foschini said the brand is “always looking for crazy things in all dimensions”, and cited the example of the stripped-back track-only Urus ST-X.
Lamborghini sold a record of 10,687 vehicles in 2024, but Mr Foschini says, “We want to keep the exclusivity”.
One avenue the company has been employing since 2007 to keep new designs trickling out the door are a succession of ‘few-off’ models. These have unique bodies and uprated drivetrains, but are based on an existing full-production model.
These super-limited edition models include the 2007 Reventon, 2010 Sesto Elemento, 2013 Veneno, 2016 Centenario, 2019 Sian, 2021 Countach, and the recently-unveiled Fenomeno.
While mainstream brands often try to embrace simplicity with trim, colour and design combinations, ultra-luxury marques like Lamborghini are veering in the opposite direction.
Not only do they have customisation divisions that will work with customers to tailor a car’s aesthetics, but they are also embracing greater factory line personalisation. Lamborghini, for example, recently upgraded the paint shop at its Sant’Agata factory, allowing Revuelto and Temerario customers to choose from 400 paint colours.