Lamborghini has just presented the concept of the Italian luxury brand’s first 100% electric vehicle. While it should only see the light of day in 5 years, in 2028, it is already a step behind the competition.
The Italian brand took advantage of the luxury setting of Monterey Car Week in the United States to unveil, on August 18, 2023, its first 100% electric vehicle. The model, which will bear the name of Lanzador, will have the heavy burden of having to seduce the manufacturer’s customers without being able to use the sound of a raging engine. So in order not to confuse the usual customers too much, the manufacturer seems to have minimized the risk taking.
The rare information already confirmed, for this Lamborghini Lanzador, does not really increase the excitement for this electric novelty. Especially since it should not see the light of day until 2028, more than 3 years later than what was announced in 2021.
1,000 kW of power (1,360 hp) for two engines
To make it more chic, Lamborghini prefers to use the term “megawatt” in its press release, rather than indicating 1,000 kW. With the exception of the year of marketing, this will be the only concrete and quantified data revealed.
Even though a Tesla Model S Plaid (or a Model X Plaid) already exceeds 1,020 hp in 2023, one wonders what is left for the luxury industry if the Lanzador only plans 1,360 hp of power within 5 years. Even the Lucid Air Sapphire already exceeds 1,200 hp. By then, even Chinese brands will be able to offer large sedans or coupe SUVs offering equivalent performance. Lamborghini will still retain the know-how of driving dynamics control, something that neither the Americans nor the Chinese today are able to replicate. Honor is safe.
For the rest of the technical characteristics, Lamborghini indicates that the model will be equipped with two electric motors, one per axle, allowing for efficient all-wheel drive. We will have to settle for that.
A positioning that targets sales volume more than performance
It is certainly possible to digress for hours on the stylistic choices of this future model. Apparently, in 5 years, Lamborghinis will still sport the same design as since the release of the Aventador in 2011. This style, however, is starting to be noticeably hackneyed.
What seems important to remember is that the model creates a new segment in the Lamborghini range. It is at the crossroads between the Urus SUV and the Huracan supercar. The model falls into the category of a high wheeled GT. On board, 4 passengers can take place (2+2).
After the “hyper-SUV” of Lotus, Lamborghini offers us an “ultra-GT”. Marketing still has a bright future ahead of it. If the Lotus Eletre is mentioned, it is because this Lamborghini Lanzador wants to hunt on the same lands. Even if its price will certainly be much higher than for the Sino-English model (Lotus belonging to the Chinese group Geely). The advantage is that we will have time to observe the evolution of the Eletre over the next 5 years, to see if Lamborghini can succeed in its bet.
With a release in 2025, Lamborghini would probably have kept a good sales potential for its Lanzador. On the other hand, announcing now this first 100% electric model for 2028, with this style and these first characteristics, the brand seems to have completely missed the boat. As much as some manufacturers confuse speed with haste, Lamborghini is the exact opposite. Funny strategy.
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