Stephan Winkelmann assumed the role of Chairman and CEO of Lamborghini on December 1, 2020, succeeding Stefano Domenicali.

Under CEO Stephan Winkelmann, Lamborghini has transformed from a sports-car brand with its glory days behind it to an outrageous dream for kids and adults around the world. He tells LUX how he implemented his vision – and what lies ahead as the company’s famously vocal petrol engines become replaced by electric motors

LUX: When you started as Lamborghini CEO, what was your vision and have you achieved it?

Stephan Winkelmann: I started in January 2005, and at that time I knew very little about Lamborghini, so for me it was important to do a quick assessment of the state of the brand and the company.

After I understood about it more, it was vital to give a crystal-clear message to the fans and customers to position Lamborghini as a niche brand. It was about being uncompromising, extreme and Italian.

And then we focused on having the two models [recently joined by a third] to exploit all the capabilities of the chassis and the engine. These were the most important things to achieve. And we’ve achieved them, because the brand has made a huge step in the past almost two decades. The team has done a fantastic job.

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LUX: The world has changed a lot in that time. How has Lamborghini had to change?

SW: A brand is constantly moving – there is no standing still, the adaptation is continuous. Now we are in a phase where the car industry is changing dramatically, and for super sportscar manufacturers this change is even more complex because one end is design, which is the easier part, but the other is performance.

And for us, performance is something we have to continue not only to promise, but to overachieve. Nowadays, there’s also a new dimension, which is sustainability. So we are hybridising all the line-up.

There is the new Revuelto – a hybrid, a complete new Huracán, and Urus is going to be a plug-in hybrid. After that, we will think about how to come to the end of the decade with our first fully electric car.

Stephan Winkelmann has taken the Lamborghini bull by the horns, transforming quality and trust in the brand while reinforcing its image as the wildest and most flamboyant maker of supercars, and extending its reach into gaming. He has introduced a luxury SUV (the Urus, in orange, above).

LUX: We can see how you can create design and performance in an electric car, but how do you create Lamborghini passion?

SW: Passion is the design and performance. What is changing is the sound. You have two types of performance: one is acceleration and top speed, which is nice to have, but everybody can have something like this.

For me, the next thing for electric cars or hybrid cars is the second type of performance: the handling behaviour.

LUX: Since you started, the proportion of the world’s super wealthy has increased and we see a new super-luxury sector across every industry. Is there more demand now for bespoke and nearly-bespoke multimilliondollar cars?

SW: We have been doing these for at least 15 years, and they are split into what we call “few-offs” and “one-offs”.

The few-offs cost more than €2 million and the one-offs are €5-6 million for the time being. So, yes, the customers are always looking for more and for something special.

He has introduced highly limited-edition models that sell for millions – like the contemporary reworking of the legendary classic Countach (in purple, above).

LUX: Is there a danger that in 20 years’ time, the market will be more generic because of a lack of distinctiveness around engines?

SW: I don’t think so, because the engine is just one brick in the wall. What we do best is to have the Lamborghini DNA in every car and in the emotional part of the driving experience. We have to maintain this.

“FOR US, PERFORMANCE IS SOMETHING WE HAVE TO CONTINUE NOT ONLY TO PROMISE, BUT TO OVERACHIEVE”

He also has created more accessible road racers to rival everyday Ferraris, such as the Huracán STO (in red, above).

LUX: Lamborghinis come in all kinds of interesting colours. What’s your favourite?

SW: For the Huracán, my favourites are the dark matte colours.

LUX: What is Lamborghini doing outside designing cars?

SW: We have a licensing department, we are doing real estate, we have a licence with watches, we have partners like Lego, we have video games, we have boats, we’ve done NFTs.

Read more: Car collector king Fritz Burkard on his Pearl Collection

LUX: Is a Lamborghini a dream?

SW: Yes, usually it’s a dream purchase come true, maybe because you had posters on your wall as a child, or, for the new generation, gaming – appearance in games is important.

LUX: Lamborghinis still seem to appeal across generations and sexes. Why?

SW: The shape of the cars are so recognisable; they are comparable with fighter jets. And on social media our presence is so significant.

We take care of our customers, but it is equally important that everybody who sees a Lamborghini or who is in contact with a Lamborghini gives a thumbs-up. Nobody should be left behind.

lamborghini.com

Alfa Romeo Giulia Quadrifoglio

In the second of our supercar reviews, we test drive a road-burning Italian sports car suitable for all the family: the Alfa Romeo Giulia Quadrifoglio

One of the great conundrums for any current car enthusiast involves trying to work out why the country that produces the greatest supercars in the world has in general not produced anything nearly as outstanding to drive in the fast saloon car category.

If you’re looking for a racy two-seater, you’ll look first at Ferrari and Lamborghini. But if you want to carve similar performance and passion for four or five people, you would, in general, need to look to Germany’s Porsche, Mercedes-AMG, and BMW.

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Meanwhile, Alfa Romeo were world-beating sports cars before Ferrari was even born. Its more recent history as (largely) a maker of saloon cars has been less exciting.

Alfa’s heritage still resonates strongly: as soon as the new high-performance Giulia Quadrifoglio saloon was announced, I had texts from excited Ferrari owners wondering if they had found their next potential family runaround in this four-seater high-performance car.

We took delivery of our Giulia in Zurich. The Quadrifoglio is the high-performance version of the Alfa saloon, and the first thing to note: it looks mean. Beautiful and flamboyant alloy wheels are wrapped in Corsa racing tyres, aimed for use mainly on the track and in dry weather. The car may be a four-door saloon, but it looks like it means business. It has a wide shouldered stance, and the racy feel continues inside, where the combination of bucket seats, carbon fibre and a focused dashboard say supercar more than family car.

So, the Giulia QF can talk the talk, but that’s the easy part. Can it also walk the walk? We are, after all, in an era where any good family saloon/sedan is comfortable, fast and capable. Standards are high, and if you are pitching yourself as both a practical, comfortable car and a sports car, it has never been harder to be at the top of the pack.

First impressions are very racy. This is a car with steering out of a two-seater track machine, and it is extremely bracing. Every millimetre of movement of your hands translates into an equivalent change of direction from the wheels, something that does not often happen with saloon cars which tend to have a lot of safety margin to avoid inexperienced or inattentive drivers wheeling them off the road in a moment of low concentration.

Read more: Behind the wheel of the world’s most powerful supercars part one

The engine sounds glorious; it is a turbocharged V6 with a feeling of being tuned for both sound and power. In a future era where cars are electric or hydrogen powered, the melody of a Giulia QF will be sorely missed. (And before this prompts anybody to write in about greenhouse gases produced by conventionally engined cars, a proper audit of the carbon footprint of every component of an electric battery car should bring you back down to earth.)

So, sharp steering, fabulous sounding engine, fun interior – and how does it drive? The Giulia zinged down the back roads above Lake Zurich with the kind of gusto and brio missing from many of the highly capable but emotionless fast saloon cars on the road today. This is a car that, like some kind of Alpine hound, wants to sniff out twisty roads with delicious curves and power through them, challenging the driver to get everything perfect, balancing their way through the corners before powering outwards
and upwards.

It’s very fast, too – but that is really a given for this category of car, and in a straight line it is neither perceptibly slower nor faster than any of its rivals. It’s more about the way it goes about doing its business with a sense of joy.

But is there a flipside to that, in terms of comfort and practicality? The short answer is no, not really. That Giulia is a good solid motorway cruiser, perhaps not quite as magisterially comfortable as its German rivals, but certainly not flawed. The boot is big, the interior is spacious, although the ride is a little bit bumpy on the big wheels and racing tyres. If you wanted to sacrifice a bit of its alertness for more smoothness, you could swap to Michelin Pilot Sport 4 S tyres, which in our experience come close to giving the best of both worlds.

But given that this is a car aimed at enthusiasts, the sharpness is really no sacrifice to make. For driving your family and friends around with a big grin on your face there really is no better alternative.

LUX Rating: 18/20

Find out more: alfaromeo.co.uk

This article was originally published in the Spring 2020 Issue.