Lamborghini is not slowing down. After the roaring success of the Huracán Sterrato and the track-bred Huracán STO, the Italian marque believes it has barely scratched the surface of how far it can stretch its DNA. Federico Foschini, Lamborghini’s Chief Sales and Marketing Officer, revealed to Autocar that the company is planning even “crazier” derivatives across its range.
“The sky is the limit,” Foschini said, pointing to how the Sterrato, an off-road take on a supercar, proved customers are open to bold experiments. “From a brand perspective, these models are giving you opportunities that are immense. I think we didn’t even leverage enough on the opportunity.”
The Sterrato’s Possible Return
The Sterrato, launched as a limited-edition send-off for the Huracán, may not be a one-off. Foschini hinted that the model is “ready” for a comeback, with demand already lined up. “We know that this is ready; the market is there. We just have to execute it.”
This could mean that Lamborghini is willing to revisit some of its more radical creations in the future, blurring the line between concept and production.
Going Beyond the Huracán Replacement
Lamborghini’s focus isn’t locked only on the Huracán’s successor, the Temerario. Foschini suggested that new, wild interpretations could extend to other models in the lineup, including the Urus SUV and the flagship Revuelto plug-in hybrid V12. “We don’t only want to upgrade, we want to surprise,” he explained, leaving the door open for limited-run versions that push design and performance boundaries.
The brand has a track record of doing just that. The Urus ST-X, a race-ready SUV unveiled for track use, and the record-setting Urus that conquered Pikes Peak are prime examples. “Sometimes our concepts are becoming a reality,” Foschini admitted, hinting that more of these “crazy” projects could escape the drawing board.
Personalisation as a Profit Driver
Beyond performance, Lamborghini is leaning into exclusivity. A new paint facility at the Sant’Agata Bolognese headquarters has unlocked an unprecedented level of customisation. Customers ordering the new Revuelto or upcoming Temerario can now choose from 400 different paint finishes, making each car closer to a bespoke piece than just a machine.
“We want to keep the exclusivity,” Foschini stressed. For Lamborghini, increasing profitability doesn’t mean ramping up sales volumes but offering customers the chance to create one-of-a-kind supercars.
Balancing Heritage With Surprise
As Lamborghini enters a new era defined by hybridisation and bold experimentation, its strategy is clear: protect its exclusivity while shocking the market with models nobody expects. The Sterrato showed the appetite exists for supercars that defy tradition, and the Urus ST-X proved even SUVs can carry Lamborghini’s wild streak.
Now, with the Revuelto anchoring the hybrid V12 future and the Temerario on the horizon, the Italian marque is gearing up to deliver fresh statements in every segment it touches.
As Foschini put it: “We are always looking for crazy things in all dimensions.” For Lamborghini fans, that’s both a warning and a promise.
