Lamborghini CEO Defends Decision to Cancel Brand’s First EV Amid Ferrari Purosangue Backlash
Lamborghini CEO Stephan Winkelmann said his company’s decision to abandon a fully electric model in favor of plug-in hybrids was the “right way to go,” following criticism of Ferrari’s first all-electric vehicle, the Luce. Speaking in a virtual CNBC interview, Winkelmann said each automaker must make its own strategic choices and that Lamborghini’s move from internal combustion engines to plug-in hybrids had worked well for the brand. He declined to comment directly on Ferrari’s new EV but said innovation matters only when it matches customer demand and market realities.
Ferrari unveiled the Luce in Rome in May 2026, presenting the vehicle in the symbolic Vela di Calatrava at the Città dello Sport. The model, designed by former Apple design chief Jony Ive, marks a sharp departure from Ferrari’s traditional styling. Its minimalist interior, screen-heavy cabin and rounded exterior have drawn both attention and backlash from fans, analysts and former Ferrari leaders.
The unveiling was followed by a notable decline in Ferrari shares, with the stock falling about 8% in Milan and 5.3% in New York. Market watchers said part of the reaction reflected disappointment among enthusiasts who believe an electric Ferrari conflicts with the brand’s identity, which has long been associated with combustion-engine performance, distinctive design and engine sound. Analyst Michael Field of Morningstar said many fans see the EV shift as diluting the supercar maker’s image.
Criticism has also come from prominent Italian figures. Former Ferrari executive Luca di Montezemolo questioned the decision publicly, while Deputy Prime Minister and Transport Minister Matteo Salvini also voiced objections. Ferrari did not respond to di Montezemolo’s remarks.
Lamborghini, which is owned by Volkswagen, has also reassessed its EV strategy amid weaker demand for electric luxury vehicles. Winkelmann said the company concluded that acceptance of full-electric cars among its core customers was not rising fast enough to justify continuing in that direction. Instead, it shifted focus to plug-in hybrid technology, a move he said better aligns with customer expectations and market trends.
The broader industry has seen several automakers slow or delay EV investments as demand has cooled in some premium segments. Lamborghini’s strategy reflects a growing split among luxury carmakers over how quickly to transition away from internal combustion engines. While some brands are moving aggressively into battery-electric models, others are opting for a slower path centered on hybrids.
Winkelmann said innovation remains essential, but argued it should not be pursued simply for novelty or imposed on buyers before the market is ready. His comments underscore the tension facing high-end carmakers as they balance regulatory pressure, technological change and brand identity.
The controversy around Ferrari’s Luce highlights how electric vehicles continue to provoke strong reactions in the supercar world, where heritage and emotion often matter as much as performance.
