- Lamborghini says market isn't ready for electric supercars
- Lamborghini says key challenge for electric supercars is delivering differentiation and emotion
- Lamborghini isn't opposed to electric propulsion and plans first EV for 2028
Lamborghini R&D chief Rouven Mohr reiterated the company's stance that the market isn't ready for electric supercars during a recent test event for the new Urus SE plug-in hybrid SUV, which was held at Italy's Nardo racetrack.
Speaking to Motor1 at the event, Mohr said an electric supercar launched today wouldn't be a success, and noted that some examples already on the market have failed to reach sales targets.
"At the moment, now, the time would not be right [for an electric car], at least not in a super sports car [segment]," Mohr said. "You have seen a lot of [electric] cars on the market that were not really successful."
While Mohr didn't mention any specific models, Rimac CEO Mate Rimac in May said there isn't demand for electric supercars and acknowledged that his own Rimac Nevera still hasn't sold out despite its production run of only 150 units.
Rouven Mohr
Mohr has previously said that the market isn't ready for electric supercars, partially due to the lack of emotion they offer, even with horsepower reaching into four-figure territory. However, he said the world will eventually switch to EVs, even in supercar segments, and Lamborghini needs to be ready. He said Lamborghini's plug-in hybrid supercars, like the Aventador-replacing Revuelto and Huracán-replacing Temerario, are a good option during the transition period.
In his interview with Motor1, Mohr said that when Lamborghini eventually gets around to launching electric supercars, the key will be differentiating them in a clear way that retains the brand's DNA. He also said that Lamborghini will need to convince customers that electric supercars offer a driver experience that their combustion counterparts can't match. One possibility hinted at by Lamborghini CEO Stephan Winkelmann in February was a class-leading power-to-weight ratio.
Lamborghini isn't opposed to electric propulsion and will launch its first electric car as soon as 2028, which the company previewed last year with the Lanzador concept. The concept was in the form of a fastback crossover with 2+2 seating. Lamborghini will follow up that first EV with an electric SUV in 2029, likely as a successor to the current Urus SE.
