A New Market Meets a New Era of Lamborghini
Lamborghini’s first official showroom in Georgia opened its doors on 19 June 2025 at 129 Agmashenebeli Street in Tbilisi, and the car chosen to anchor the occasion tells you everything about how the company wants new markets to experience the brand. The Temerario, the twin-turbo V8 hybrid that completes Lamborghini’s electrified model range, made its Georgian premiere under the showroom spotlights, a 920 CV statement that this is not a legacy brand arriving late but a manufacturer leading with its newest and most technologically ambitious product.
Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, appeared on site to mark the occasion, calling it an important step in the company’s international development strategy. The showroom is operated exclusively by Tegeta Holding, a Georgian automotive group with three decades of industry experience. Lamborghini says the opening event drew 500 guests through a program that included a stage reveal, interactive installations, and several models displayed in Italian-flag livery.
The real draw, though, was the Temerario itself. Lamborghini highlights its V8 as the first and only engine in a production super sports car capable of reaching 10,000 rpm, developed entirely in Sant’Agata Bolognese. In a segment where forced induction typically trades top-end scream for mid-range torque, that figure is a deliberate declaration about what kind of hybrid Lamborghini intends to build. Pairing this car with a brand-new showroom in an emerging market sends a unified message: every customer who walks through the door in Tbilisi encounters the same technological generation as buyers in Munich or Miami.
Why Georgia, and Why Now
Lamborghini currently operates in 56 countries through 185 dealers, so adding Tbilisi to the network is incremental rather than seismic. The timing, however, carries weight. The brand is rolling out its fully hybridized lineup, the Revuelto V12 HPEV, the Urus SE plug-in hybrid, and now the Temerario, and clearly wants new markets to encounter Lamborghini in its current form rather than as a holdover from the naturally aspirated era.
Winkelmann explicitly linked the showroom opening to the debut of the hybridized range, framing it within Lamborghini’s broader stated vision for sustainable performance. For a brand that says it became the first super sports car manufacturer to offer a fully hybridized lineup, opening a new retail location alongside the Temerario’s local premiere reinforces the narrative that geography should not determine which generation of Lamborghini a buyer meets first.
Lamborghini has not disclosed sales projections for Georgia or the wider Eastern European region, and the company has not characterized the Georgian market’s size or strategic priority beyond calling it an important step. The practical takeaway for enthusiasts watching global expansion: Lamborghini is filling in its map with purpose, pairing each new showroom with the current generation of cars rather than waiting for demand to pull the brand into a market.
The Temerario’s Place in a Fully Hybrid Lineup
The Temerario occupies the space the Huracán held for a decade, but with a fundamentally different powertrain philosophy. Where the Huracán relied on a naturally aspirated V10, the Temerario pairs a twin-turbo V8 with hybrid electric assistance. Lamborghini now fields three distinct hybrid architectures across its range: the Revuelto pairs a naturally aspirated V12 with electric motors in the flagship role, the Urus SE brings plug-in hybrid capability to the Super SUV segment, and the Temerario completes the picture.
The shift from V10 to twin-turbo V8 hybrid was always going to be the most scrutinized transition in the lineup. Lamborghini’s answer, at least on paper, is to push the V8’s character toward the kind of top-end fury that defined its predecessor. According to Road & Track, the Temerario “revs to 10,000 and loves to slide,” suggesting the driving experience retains the visceral edge that Huracán owners valued. Lamborghini also claims the Temerario offers more interior space and comfort for passengers and luggage than any other car in its class, a detail that rarely makes headlines but matters considerably for anyone who plans to drive one beyond a track day.
The Temerario is not yet offered for sale, and Lamborghini notes that fuel consumption and emission data remain in the type approval stage. The car shown in Tbilisi represents the final design and powertrain specification, but order books and delivery timelines for Georgia or any other market remain unconfirmed. Displaying a car at this stage in a brand-new showroom underscores the point: Lamborghini wants Georgian buyers to anticipate the hybrid future rather than browse leftover stock from the previous generation.
Inside the Showroom: Ad Personam, Service, and the Ownership Equation
The Tbilisi facility spans 300 square meters and was built to Lamborghini’s global architectural and design standards. Photos from the opening show a glass-fronted space with illuminated exterior signage, multiple Urus models on the floor, and a dedicated customization area stocked with material samples, wheel displays, and a consultation table. Critically, the showroom includes an in-house Ad Personam configurator, Lamborghini’s bespoke specification tool that lets buyers select colors, leathers, stitching patterns, and trim materials in person rather than through a screen at home.
For anyone who has configured a Lamborghini online, the difference between clicking through a web tool and sitting with physical swatches under showroom lighting is significant. Color and material choices look different in person, and the Ad Personam process is where many owners discover options they would never have selected from a digital palette. Having that capability in Tbilisi from day one signals that Lamborghini expects its Georgian clientele to spec cars with the same level of personalization as buyers in established markets.
Behind the retail floor, the attached service center includes eight work bays staffed by Lamborghini-trained specialists using the latest diagnostic equipment. That detail matters more than it might seem. Supercar ownership in markets without factory-certified service infrastructure often means shipping a car hundreds of kilometers for routine maintenance. A properly equipped local facility changes the ownership equation considerably, and it reinforces the broader logic of the Tbilisi opening: Lamborghini is not simply planting a flag, but building the full ecosystem that makes owning a hybrid Lamborghini practical far from Sant’Agata Bolognese.
Competitive Context: Leading With Character
The hybrid super sports car segment is crowded in a way it simply was not five years ago. Ferrari’s 296 GTB runs a twin-turbo V6 hybrid, McLaren fields turbocharged V8 hybrids across its range, and Porsche continues to refine the 911 hybrid formula. Each manufacturer has chosen a different balance between electric assist, combustion character, and outright power.
Lamborghini’s bet with the Temerario is that engine character still wins hearts in this class. A 10,000 rpm redline from a forced-induction engine is an engineering choice that prioritizes sensation over the easier path of low-rpm torque fill. Whether that translates into a tangible ownership advantage over rivals depends on factors Lamborghini has not yet fully disclosed, including pricing, final weight, and real-world fuel economy, but the philosophical positioning is clear: this is a hybrid that wants to behave like a naturally aspirated car at the top of its rev range.
For Lamborghini enthusiasts who mourned the Huracán’s V10, the Temerario’s approach offers a different kind of reassurance. The displacement shrank and the turbos arrived, but the company chose to engineer its way back toward the high-revving character that defined its predecessor. Opening a new showroom in Tbilisi with this car as the centerpiece ties the entire story together. Lamborghini’s hybrid era is not a compromise to be introduced apologetically in familiar markets. It is the product the brand wants to lead with, in every market it enters.
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