Lamborghini's New Procurement and Marketing Chiefs Shape the Brand's Hybrid Future

Two long-serving insiders now run the functions that determine how Lamborghini builds and sells its electrified lineup.

Silvano Michieli and Christian Mastro took their new posts in October 2021, placing the hybrid transition's two most consequential functions in the hands of insiders who already understand what makes a Lamborghini feel like a Lamborghini.

Michieli: procurement as a strategic weapon

Michieli's procurement philosophy centers on early involvement in product development, where his team actively proposes alternative solutions to R&D rather than simply executing purchase orders.

Scarcity engineered from the procurement office

Michieli's production goal is to always offer one car less than is required, a procurement constraint that protects residual values for existing owners and keeps demand ahead of supply.

Brand Extension beyond the showroom

Mastro's scope covers product, retail, and operational marketing, along with brand protection, the MUDETEC museum, and Brand Extension collaborations spanning fashion, lifestyle, and technology partnerships.

Mastro's return from Bugatti

Mastro worked alongside CEO Stephan Winkelmann at Bugatti before returning to Sant'Agata Bolognese, bringing experience from a marque where every car is bespoke and marketing is built on cultivating relationships with ultra-high-net-worth buyers.

A pipeline that tests both supply chain and storytelling

Road & Track reported that Lamborghini plans multiple new car debuts for 2026 alongside record revenue, a pipeline that will test both Michieli's supply chain and Mastro's storytelling in equal measure.

Two executives, one Countach, a deliberate heritage signal

Both executives were photographed beside a Countach LP400, an intentional visual choice that signals continuity with Lamborghini's most universally recognized design icon.

Michieli's path through Lamborghini and Audi

Michieli started at Lamborghini in 2004, spent two years at Audi from 2013 to 2015 as Procurement Manager for Exteriors, then returned to Sant'Agata with a dual perspective on what design teams want and what the supply chain can deliver.

One car less than is required

Lamborghini's deliberate production discipline means component orders, supplier commitments, and schedules are calibrated to undershoot demand, a strategy consistent with protecting the brand against the resale-value erosion that hits rivals who oversaturate dealer networks.

Collectors in the crosshairs

Mastro's Bugatti-level personalization experience could sharpen Lamborghini's appeal to collectors and ultra-high-net-worth buyers who currently split their garages between Sant'Agata and Maranello.

Institutional knowledge meets the hybrid era

Michieli and Mastro now hold the two roles most directly responsible for ensuring the Revuelto, Temerario, and Urus SE reach customers on time and with a brand narrative that justifies the price of admission.