Lamborghini Merges Marketing and Sales Under One Leader and Hires Bugatti's Comms Chief

Two leadership changes at Sant'Agata signal a tighter commercial operation as the entire lineup shifts to hybrid power.

Federico Foschini, a 22-year company veteran, takes the newly created title of Chief Marketing & Sales Officer, merging two departments that previously operated under separate leadership.

Foschini: from the Urus launch to a unified commercial role

Most luxury automakers split marketing and sales under different chiefs with different incentives, but Lamborghini is folding both under Foschini so that every message about a car and every decision about who gets one flows through a single strategic filter.

A hybrid-era lineup assembled outside the factory

Selling electrified Lamborghinis to buyers who worship the Aventador's atmospheric V12 requires a different kind of storytelling, and that is precisely why the consolidation of marketing and sales matters.

Continuity with tighter coordination for buyers

Foschini knows the dealer network, the allocation system, and the supply chain from the inside, so the merger could mean a more consistent experience from the first configurator session to delivery day.

Fewer layers between the product and the customer

These two appointments reveal where Lamborghini sees friction in its own machine and what kind of commercial and storytelling apparatus it believes the brand needs as the entire lineup shifts to hybrid power.