The 2020 Reshuffle That Redefined Lamborghini's Commercial Machine

Giovanni Perosino's appointment as CCO arrived at the peak of the Urus boom — and his departure just two years later tells its own story.

In January 2020, Lamborghini moved Giovanni Perosino into the Chief Commercial Officer role and shifted Federico Foschini to Chief Procurement Officer, reshuffling its board of management at the height of the Urus-driven production surge.

Scaling a boutique brand to SUV volumes

Perosino's tenure at Lamborghini involved contributions across global business development, including sales, after-sales, dealer pre-owned programs, financial services, classic cars, mobility services, premium CRM, and retail.

Lamborghini under the Volkswagen Group umbrella

Before joining Lamborghini, Perosino held marketing and communication leadership roles at the Fiat Group starting in 2001 — first for Lancia, then FIAT, and eventually as VP of Marketing Communication for Fiat Group Automobiles — before moving to VW headquarters in 2010 and then to Audi in 2014.

Procurement as the backbone of Ad Personam

Every bespoke Ad Personam specification, every limited-edition material choice, and every component sourced for the Revuelto's hybrid architecture or the Temerario's twin-turbo V8 passes through procurement's oversight — the domain Federico Foschini took over in the 2020 reshuffle.

Product over personnel

Lamborghini's competitive position against Ferrari, McLaren, and Porsche depends far more on whether the Temerario's twin-turbo V8 delivers at 10,000 rpm than on who signs the marketing briefs.

Giovanni Perosino at Lamborghini headquarters

Giovanni Perosino, a marketing executive with deep roots in the Volkswagen Group, stepped into the Chief Commercial Officer role effective January 1, 2020, reporting directly to Chairman and CEO Stefano Domenicali.

Sustaining momentum, not creating it

Perosino's job was less about creating momentum and more about preventing it from dissipating, building out the commercial infrastructure around a brand that suddenly needed to manage twice as many customer relationships, dealer touchpoints, and after-sales interactions as it did three years earlier.

The Urus on the factory floor

Perosino's experience at Audi, a brand that balances mass-premium scale with aspirational positioning, was arguably the most relevant credential for managing Lamborghini's rapid volume growth.

Foschini's career comes full circle

Federico Foschini, who began his career at Lamborghini as an intern in 1998, today serves as Chief Marketing and Sales Officer — a role that effectively brings his two-decade journey through the company full circle.

Five years later, the cars did the talking

Executive appointments matter, but at a brand this tightly focused, the product and the engineering culture tend to outlast any individual commercial strategy — and five years after the 2020 reshuffle, the cars did the talking.