"Lamborghini's CEO may have a point when he says there's nearly 'zero' demand for an electric supercar. That segment, along with big pickup trucks, may face the steepest uphill battle to electrification due to both technology and marketing challenges. Makers of extremely high-performance cars need to grapple with the big, heavy battery question."
"If you have zero to 60 in 1.9 or 1.8, you cannot perceive the difference. It's a commodity. We strongly believe that in the fully electric case, we have to redefine a little bit the Lambo driving experience."
Lamborghini has discontinued its Lanzador electric vehicle project, originally planned for 2028 and later delayed to 2029. CEO Stephan Winkelmann cited minimal demand for electric supercars. The segment faces significant electrification challenges due to heavy batteries and performance limitations. High-performance vehicle buyers prioritize the visceral experience of traditional engines and brand prestige over environmental considerations. Electric supercars struggle with differentiation, as acceleration metrics become commoditized when multiple vehicles achieve similar zero-to-60 times. Lamborghini's engineering team acknowledged the need to redefine the driving experience for electric vehicles through alternative features like steering wheel controls.
#electric-vehicle-cancellation #supercar-electrification-challenges #consumer-demand-for-evs #performance-vehicle-market
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