DUBAI: Lamborghini, the Italian super car manufacturer, sees Saudi Arabia as potentially its strongest market in the Middle East, its CEO Stephan Winkelmann told Arab News.

“The UAE is currently the biggest one, but we think that Saudi Arabia could become the biggest — it’s currently No. 2. We have the right partner today, so there is a big opportunity. We see growth and more potential,” he said.

Lamborghini has partnered with Saudi elite car dealership Samaco and now has outlets in Jeddah, Riyadh and Alkhobar. Winkelmann said that he saw the Urus, the Lamborghini SUV that has been a big success in the region and accounts for half of new sales, as a “game-changer” in Saudi Arabia.

He said that the region was a very important market for the manufacturer and had maintained its importance despite economic and geopolitical challenges.

He was in the Middle East to discuss with dealers and customers the recent $1.8 billion move by the Italian company to turn away from petrol engine cars later this decade, first with hybrid engines, then with an all-electric car.

Winkelmann said the company is also exploring the possibility of a new generation of synthetic fuels in its super-fast models.


Lamborghini has partnered with Saudi elite car dealership Samaco and now has outlets in Jeddah, Riyadh and Alkhobar.

Although Lamborghini is not the first super car manufacturer to consider going electric, its move away from the internal combustion engine is still a big challenge.

“For us, it’s even tougher because we not only have to reduce emissions but also maintain performance and make it even better than it was before,” Winkelmann said.

Hybrid plug-in versions of the Aventador and Huracan sports cars will be developed in the next couple of years, alongside the Urus. The first all-electric car — a brand new design — will be introduced in the second half of the decade.

Another challenge for Lamborghini will be how to replicate the famous exhaust “crackle” enthusiasts like in the petrol engine cars.

“We have time to think about this. I don’t think we should try to repeat the sound of the engine and exhaust in an electric car. Maybe we will find a new sound or have no sound at all,” Winkelmann said.

Despite the pandemic recession, Lamborghini had one of its most profitable years ever in 2020, as enthusiasts rewarded themselves for the deprivations of lockdown by splashing out on a new super car. The price of a new Urus, for example, starts at around SR1 million ($270,000), but can be much higher with customization and extras.

“People had time to think about their lives in lockdown and what was coming next,” Winkelmann said.

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