Does that mean that electric vehicles and cars with a combustion engine differ in terms of their emotional experience?
I would say yes, though this does not include racing drivers. The ambitious everyday driver, however, appears to need sound to provide feedback. Without the engine sound, non-professional drivers look much more at the speedometer and the speed and always feel a bit irritated because they’re missing a key reference point. We take all of that into account during development. So it’s not about optimizing the time required to go from zero to a hundred, but the experience you have in that time. How does it feel? Only then do we talk about the acceleration curve. That curve can be very boring, in fact, even if it is extremely fast. And vice versa. Then we ask ourselves questions like: Is the acceleration curve linear? Or is it degressive, i.e., does it start off sharply and then somehow decrease in a certain noticeable way? That’s typical for a diesel engine, for example.
Ferruccio Lamborghini once said, “Lamborghini is sophistication, luxury and perfection.” We’ve talked about sophistication. What does Lamborghini luxury look like today?
This brings us to the subject of exclusivity. To put it bluntly: a Lamborghini is always a force of nature and by no means ordinary. That may be a necessary feature, but in my opinion, it is not sufficient for a luxury product. For me, as a product person, the promise must always be kept. A Lamborghini is a design statement, a work of art that absolutely delivers on its promise. That, for me, is the Lamborghini luxury.