Lamborghini wish to distance the brand’s connection to Audi

30Apr08

My attention was caught by a news item reported by AutoCar this week concerning Lamborghini. While it is generally recognised that Lamborghini has benefitted from Audi ownership; with the Gallardo a perfect example of how the Italian auto-manufacturer has successfully entered new ground under German ownership. The marriage between the manufacturers has reached an interesting stage; along the lines of ‘We need to have a little conversation.’

For while under Audi supervision and part sharing Lamborghini have; modernised, improved in profitability, product design and performance. The German influence has been recognised as impinging on the authenticity and spirit of the Italian brand. Unfortunately, in the AutoCar news item, the senior directors at Lamborghini appear to have missed an obvious flaw, as they dutifully pointed out Lamborghini’s Italian prowess and need for ‘No more than 20% shared parts from Audi.’ For the people asking for a reduction in the German contribution at the Italian super car brand are Lamborghini President, Herr Winklemann, and their Director of Industrial Components and Technology, Herr Klaus Korner.

I wonder if there is a desire to ensure the limited German quota also applies to the board of directors and designers at Lamborghini?

However I certainly agree with the sentiment, even if it was quite possibly expressed in German.

While Audi were only able to produce the excellent R8 due to Lamborghini input. Common parts, platforms and engines have led to a numbing of distinctive brand expression and design compromise between performance products with too obvious genetic sharing.

Herr Winklemann is quite possibly right in saying that Lamborghini owners may not be too concerned by electrcal systems or hoses and filters borrowed from a parts bin in Ingolstatt. But why buy an Italian supercar which looks like an Audi, drives like an Audi and sounds like an Audi? Particularly if Audi’s own super-car is, just possibly, better.

As Herr Korner said ‘When it’s better to have a unique solution, we should do it.’

Filed under: 2008, April   |  2 Comments
Tags: Audi, Lamborghini