The Newest Newcomer

Mr. Foschini, Lamborghini means business, building sports prototypes for the LMDh series and competing against established motorsport giants such as Porsche, BMW, Toyota and that other brand.

Let’s start from the beginning. Lamborghini is different from other luxury super sports car manufacturers in that our cars weren’t born out of racing. Most of the other manufacturers have this as a part of their history, but Ferruccio Lamborghini insisted on proving himself on the road. And I think his strategy was a success. The Lamborghini brand earned its reputation and gained in strength thanks to some truly stunning creations that were iconic already at the time of their launch. I’m thinking of the Miura and of course the Countach, which was way ahead of its time. In 2009 we decided that it was time for a brand that makes cars like this to enter the motorsport arena.

It was clear from the beginning that our starting point would be in customer racing, with the aim of giving our buyers the possibility of driving a racing version of a street-legal car. We started with the Super Trofeo one-make series based on the Gallardo, first in Europe, and later on also in North America and the Asia-Pacific region. Our next move was to enter the GT3 class.And now we’ve decided to go one step further, because we think that this dimension of sports prototype racing will contribute greatly to the growth of the brand. So the next logical decision was to compete in the IMSA and WEC endurance series. Another important point is that these championships focus on hybrid cars, and we are moving towards hybrid. Hybrid is sporty, and I have no doubt that hybrid will be perceived as a sporty powertrain.

Is it important for a brand to have a presence in motorsport in order to credibly establish itself as a performance brand and appeal to new customers?

Very important. Racing is something that is very visible. There’s a lot of passion involved. Motorsport is very consistent and ultimately helps the brand to grow in all dimensions, not just in terms of the product. It is a perfect tool in each one of these dimensions because the product is communication, a dream, an aspiration, a challenge. Everyone dreams of seeing Lamborghini fighting with the other brands.

And one brand in particular...

[laughs] And in general. I think people expect a lot from us. It’s a big responsibility, and a big challenge, because we’re new to the game. We’re the newest newcomer.

So entering the LMDh class was a logical next move... Did that make it an easy decision?

The decision to enter LMDh racing was not made on the spur of the moment; it is something that we decided as part of our long-term strategy. The world is going hybrid and sustainable, often with Formula 1 leading the way.

What will Lamborghini’s involvement in LMDh racing look like? Will it there only be a factory team or will customers also be able to take part?

As I said: when it comes to racing, for Lamborghini it’s always been customer racing. This won’t change. There is no direct factory involvement; there are teams that use our cars, and we support those teams. We are also looking into the possibility of doing a limited edition of our LMDh racer to offer our customers the experience of driving on a test track – the same as with the Essenza SCV12, where we invite our most exclusive customers to special events and give them the opportunity to feel like a professional driver.

Was there some kind of push from within the company to do more motorsport, or was it more of a strategic decision by Lamborghini?

Our employees are passionate about the brand and often ask why we’re not in Formula 1, for example. But there is no plan for Lamborghini to enter Formula 1, especially as Audi is already active there. It’s also a challenge from a budget perspective, although we do understand how valuable this kind of involvement really is. The focus at the moment is on LMDh, LMH, WEC and IMSA[Cv1] , which are bringing a lot of big competitors onto the field.

What was your first encounter with the Lamborghini brand?

My first contact with Lamborghini was in 1998, while I was still at university in my final year of engineering studies. I have held various positions within the company since then, including in sales and product management. I think that the changes we have lived through in all that time will probably not be repeated to the same extent. When I started out, we had two hundred employees and built two hundred cars a year. I was working in purchasing and nobody used a computer, nobody spoke English, and suddenly we were part of Volkswagen Group. The day after I started, I was already sitting at the table with members of the Audi board explaining Lamborghini’s situation to them. That’s something you just can’t imagine today.

Do you remember the first time you saw a Lamborghini as a kid?

My first automotive love was the Countach, which I saw in a movie. And later, when I got to ride along in a Diablo for the first time, that is unforgettable. These cars made an impression on me as a child and had a huge impact on my passion for Lamborghini.

How has the Lamborghini brand changed over the last twenty-five years?

Looking back at how things used to be and at how they are now, the transformation has been truly incredible. Lamborghini really used to polarize people, but today more and more people are coming around to the brand. The success of the Urus has helped attract new customers, and our humility and down-to-earth demeanor have really helped us build a stronger connection with our fans.

Lamborghini can look back on an incredibly successful past, with sixty years as a luxury brand. How has Lamborghini’s image as a luxury brand changed in recent years?

To stay luxury, you have to be exclusive. Even as we grow, we our growing at a level that remains exclusive. To maintain the perception of exclusivity, you need to maintain the right relationship between supply and demand. We want to attract more and more people to the brand without compromising exclusivity. Personalization is important, which is we offer different levels of personalization, from optional features to exclusive special editions to celebrate special occasions.

What is your response to the increasing demand for personalized vehicles?

We have a department dedicated exclusively to vehicle personalization. From the planning to the actual execution, we work closely with our customers to ensure that their wishes and ideas are realized to perfection. Despite the increasing demand, exclusivity remains our top priority.

The luxury market is a very competitive place. There are so many luxury brands, all of them vying for these customers. Is it an option to say “no” to these customers?

It is, and we do. Sometimes we have to say no. If something violates safety regulations or is incompatible with the brand, for example.

What does luxury mean to you personally?

For me, luxury is about exclusivity, care and a personalized customer journey. It’s about creating unique experiences and fulfilling the customers’ wishes and needs. Time is also a luxury for me, especially the time spent with my family. Of course, the ability to work for a company like this is a luxury as well – the freedom and the opportunity to do what I love.

If you could choose any Lamborghini, which one would you choose as your favorite car?

I would have to say that the Aventador is the car of my dreams. It was also the first car where I really felt like I was working on a project, probably because I was responsible for it. That was a milestone for me. If I can give a second choice, I would perhaps pick a model that we haven’t brought out yet, because there’s an incredible line-up still ahead. The Revuelto was just the beginning.

And what color should the Aventador be?

Roadster or coupe?

Coupe. I like roadsters, but not in the winter. Not that I don’t like the V12 Roadster, but for me our V12 is a performer. When it comes to the Huracán, I have to say that the Huracán Spyder is the one for me. Aesthetically, it was the best Spyder, also when compared to the competition. What was done is perfect. With the top both up and down, because sometimes cars look good one way and not the other, but this car looks good both ways: open and closed.