A New Texas Showroom, and the First Place Many Buyers Will See the Temerario
Lamborghini cut the ribbon on its first San Antonio showroom on September 3, 2024, and used the occasion to do something more interesting than hand out champagne: it staged the market debut of the Temerario, the car that replaces the best-selling Huracán. The 40,000-square-foot facility at 27605 I-10 in Boerne, Texas, is among the initial locations where customers can see the Temerario in person and place an order, according to Lamborghini. It also houses a dedicated Ad Personam customization studio, making it a full-service destination from day one.
Chairman and CEO Stephan Winkelmann attended alongside Chief Marketing and Sales Officer Federico Foschini and Lamborghini America CEO Andrea Baldi. That kind of executive turnout for a regional dealership opening signals how seriously Sant’Agata takes this market. Winkelmann put it plainly: “Texas is an ideal location to showcase the successor to the iconic Huracán for the first time following our global debut during Monterey Car Week.”
The showroom displayed Lamborghini’s complete hybrid range together for the first time: the Temerario, the Revuelto, and the Urus SE. For prospective buyers in South Texas, this represents something concrete. Rather than scrolling through configurator renders or watching Monterey Car Week footage on a phone, they can walk in, sit in the Ad Personam room, and start speccing a car that Lamborghini says is still undergoing type approval and not yet officially on sale. That combination of a brand-new showroom, a brand-new car, and a fully hybridized lineup tells a single story: Lamborghini is betting that physical retail presence is the right way to sell its electrified future.
The Temerario’s Texas Premiere: From Car-Week Theater to Retail Reality
Monterey Car Week gave the world the Temerario’s global reveal in August 2024. San Antonio gave it a retail context. The distinction matters because a car-week unveiling is theater, while a showroom debut is where purchase conversations begin.
Lamborghini quotes the Temerario at more than 900 horsepower from its twin-turbo V8 hybrid powertrain, with a claimed 0-62 mph time of 2.7 seconds. Those numbers represent a significant jump over the outgoing Huracán’s naturally aspirated V10, and they position the car squarely against the next generation of mid-engine hybrid competitors from Maranello and Woking. Fuel consumption and emissions data are still undergoing type approval, so the car is not yet officially on sale, but Lamborghini confirmed that customers at the San Antonio showroom can already begin the ordering process.
For anyone who followed the Huracán lifecycle, this is a familiar pattern with a twist. Lamborghini typically funnels early allocation through established high-volume dealers. The fact that a brand-new showroom in its first week of operation received Temerario display and ordering privileges suggests Lamborghini expects strong demand from the San Antonio region specifically. Buyers who want early allocation slots should take note: getting on a list at a new location before it builds a long waitlist can sometimes work in your favor. More broadly, granting a freshly opened facility this kind of access reinforces the idea that Lamborghini views new retail points not as afterthoughts but as strategic instruments for launching its hybrid-era products.
Why Texas Keeps Getting More Lamborghini Showrooms
Lamborghini describes Texas as a top market for the company, and the numbers support that framing. The U.S. remained Lamborghini’s number-one market globally in the first half of 2024, accounting for 1,637 of the 5,558 units delivered worldwide (a 4.1% year-over-year increase). Texas, with its concentration of high-net-worth buyers, no state income tax, and a culture that genuinely embraces loud, fast, and conspicuous automobiles, absorbs a meaningful share of that U.S. volume.
The San Antonio addition brings Lamborghini’s Texas retail footprint to four locations and its Americas total to 50. Winkelmann framed the expansion as a way to “better address our customers’ sales and service needs in Texas, while also supporting the growing market in Texas for sports cars and luxury SUVs.” That phrasing is telling. It acknowledges that the existing three Texas dealerships were leaving coverage gaps in a state where driving distances between major cities can stretch past 250 miles.
For a brand selling cars that start well north of $200,000, the showroom experience remains central to the purchase decision. Buyers at this level want to touch paint samples, sit in a seat, and talk to someone who can walk them through the Ad Personam catalog in person. Lamborghini views physical retail presence as a competitive advantage rather than a legacy cost, even as some luxury brands experiment with leaner direct-sales models. Planting a 40,000-square-foot flag in South Texas, stocked with the full hybrid lineup, is the clearest expression of that philosophy.
Inside the Showroom: Ad Personam, Collezione, and the Ownership Experience
The San Antonio facility is built around more than just a sales floor. Lamborghini says it includes Collezione and Accessori Originali fashion displays alongside a dedicated Ad Personam customization room. That last detail is the one that matters most for serious buyers.
Ad Personam is Lamborghini’s bespoke specification program, and for models like the Temerario, it represents a significant portion of the final transaction value. Choosing exterior colors, interior leathers, stitching patterns, carbon fiber trim, and wheel finishes is where a base-price Lamborghini becomes your Lamborghini. Having a physical room with material swatches and color chips, rather than a digital configurator on a dealer’s iPad, changes the experience. It also tends to increase average transaction prices, which is exactly why Lamborghini invests in these dedicated spaces.
The Collezione and Accessori Originali elements are lifestyle extensions of the brand: clothing, accessories, and branded merchandise. They occupy a smaller share of the floor and a smaller share of revenue, but they reinforce the idea that Lamborghini ownership extends beyond the car itself. For a new showroom trying to build a local community of owners and enthusiasts, these touchpoints matter more than they might seem at first glance. Together, the customization studio and lifestyle displays turn the San Antonio location into something closer to a brand embassy than a traditional dealership, which is precisely the kind of environment Lamborghini needs as it asks buyers to embrace a fundamentally different powertrain philosophy.
Lamborghini’s Full Hybrid Lineup, All Under One Roof
San Antonio offered something few Lamborghini showrooms could claim at the time: all three pillars of the hybridized lineup displayed together. The Temerario, Revuelto, and Urus SE represent the completion of what Lamborghini calls the third step in its electrification strategy. Every car Lamborghini currently sells is now a hybrid, a remarkable transformation for a brand whose identity was built on naturally aspirated engines and mechanical purity.
| Model | Powertrain | Output | Key Stat |
|---|---|---|---|
| Temerario | Twin-turbo V8 hybrid | 900+ hp | 0-62 mph in 2.7 sec |
| Revuelto | 6.5L V12 + 3 electric motors, 8-speed DCT | 1,000+ hp | 217 mph top speed |
| Urus SE | Twin-turbo 4.0L V8 + 25-kWh battery | 800 CV (789 hp) | 194 mph top speed |
The Revuelto keeps the V12 alive, paired with three electric motors and a new dual-clutch gearbox. The Temerario moves to forced induction for the first time in Lamborghini’s mid-engine sports car lineage. The Urus SE adds a substantial 25-kWh battery to the Super SUV formula. For buyers walking into the San Antonio showroom, the practical takeaway is straightforward: regardless of which Lamborghini you want, you are choosing a hybrid. The question is no longer whether Lamborghini will electrify, but whether the execution preserves the visceral character that made these cars desirable in the first place.
Early impressions of the Revuelto from outlets like Autoblog suggest the V12 hybrid formula delivers extreme performance while adding limited electric-only capability. The Temerario’s twin-turbo V8 hybrid remains untested by independent reviewers, which makes in-person showroom visits all the more valuable for prospective buyers trying to decide between it and the flagship.
What This Means for Lamborghini’s Position in the U.S.
Lamborghini’s retail expansion in Texas coincides with a competitive landscape that is shifting fast. Ferrari, McLaren, and Porsche are all deepening their hybrid and electrified offerings, and all three compete aggressively for the same high-net-worth buyers in the American South and Southwest. Lamborghini’s approach, opening physical showrooms and stocking them with the full current range, is a bet that proximity and experience still drive purchase decisions at this price point.
The 50-location Americas network is not the largest among supercar brands, but Lamborghini’s strategy appears to prioritize quality of experience over sheer dealership count. A 40,000-square-foot facility with a dedicated customization studio is a different proposition than a shared exotic-car lot. Lamborghini has not disclosed specific sales targets for the San Antonio market or delivery timelines for the Temerario beyond confirming that the car is not yet officially on sale.
What the opening does confirm is intent. At a moment when its entire product lineup is new or recently refreshed, and every model carries a hybrid powertrain for the first time, Lamborghini is doubling down on the idea that the best way to convert curiosity into orders is to put the cars where the buyers are. For South Texas, the nearest Lamborghini showroom just got a lot closer, and it arrived carrying the one car everyone wants to see next.
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