Lamborghini Shelves First EV Over Lack of Emotional Appeal

Lamborghini has decided to cancel its plans for the first fully electric production vehicle, opting instead to focus on plug-in hybrid technology. This shift follows a detailed assessment of customer preferences and market readiness.

Speaking to UK-based news outlet The Times, a company representative said that demand for EVs in the luxury segment where the Lanzador is positioned is plateauing and almost nonexistent, adding that electric vehicles, in their current state, fall short of creating the same emotional appeal.

The original intention was to launch a battery-electric model based on the Lanzador concept, a 2+2 crossover. However, Lambo’s customers seek an emotional driving experience defined by distinctive design, dynamic handling, and above all, the characteristic engine sound that defines the brand.

While Lamborghini is not dismissing electrification entirely, it views plug-in hybrids as the optimal solution at present. These combine a conventional combustion engine, typically a V8 or V12, with an electric motor for instant torque boost, preserving performance and the iconic exhaust note while complying with stricter emissions regulations.

A key factor in the decision involves the Urus, Lamborghini's best-selling model and primary revenue driver. The SUV accounted for a major chunk of the brand's record 10,747 global sales in the previous year. Initial plans considered a fully electric Urus successor by 2029, but the company has ruled this out to avoid risking its most important product on technology that may not yet align with buyer expectations.

The brand describes full investment in electric models as potentially an expensive experiment that could be irresponsible towards employees and shareholders. The company prefers to wait until both technology and market demand mature, while continuing to evolve hybrid powertrains.

Lamborghini has already transitioned its current lineup to hybrids, including the Urus, Temerario, and Revuelto, to meet upcoming emissions standards, particularly stricter rules expected by 2030. The door remains open for pure EVs in the future, but only when conditions are right to preserve the brand's signature excitement and character.

Also read: Volvo Recalls Over 40,000 EX30 EVs Due to Battery Fire Risk