Lamborghini's New Marketing Director Comes from Ducati

The hire reveals how Lamborghini plans to protect its identity through electrification.

Francesco Milicia, who spent the better part of two decades building Ducati's commercial operation across three continents, will become Automobili Lamborghini's Marketing Director on September 1, 2026.

From Bologna factory floors to Asian luxury markets

Milicia's career arc took him from Ducati operations through managerial positions in China, a managing director role in Thailand, and ultimately global responsibility for Ducati's sales and after-sales activities.

Selling the hybrid era without losing the soul

Lamborghini's lineup is now fully hybridized with the Revuelto, Urus SE, and Temerario, and whether Milicia can keep the marketing visceral and emotionally honest while explaining why a hybrid V12 flagship is genuinely better than its predecessor will define his tenure.

Sant'Agata Bolognese headquarters — a pragmatic play from within the group

Lamborghini recruited a commercially proven operator from sister brand Ducati, someone who already understands the Volkswagen Group's infrastructure and demonstrated he can sell limited-edition collaborations at speed.

A leader who already sold product wearing the Lamborghini name

Milicia was directly involved in the Ducati Streetfighter V4 Lamborghini collaboration, and reports indicate all 693 units of that limited motorcycle sold out within hours.

The profile that reveals the strategy

Milicia's experience running after-sales globally at Ducati reflects a sensibility that becomes even more critical when the product itself is changing beneath the bodywork, and that profile says more about Lamborghini's intentions than any press release could.