Lamborghini Used Motor Valley Fest 2022 to Map Its Entire Future
Four models, three executives, and one coherent message delivered across Modena and Bologna.
Between May 26 and 29, Lamborghini spread four very different cars across two cities and sent three of its most senior executives to the podium at Motor Valley Fest 2022.
Winkelmann's return and the electrification mandate
CEO Stephan Winkelmann, who returned to Sant'Agata in late 2020, used the Motor Valley Table to argue that the driving experience cannot be sacrificed on the altar of regulation, but the way Lamborghini explains itself to buyers must evolve.
Production number 001 di 350 — the first Ultimae coupé
The Aventador Ultimae on display bore the production number "001 di 350," marking it as the very first of 350 coupés and the last Lamborghini to rely entirely on a naturally aspirated V12 without hybrid assistance.
Five years after its MIT debut, still theatrical
The Terzo Millennio concept, first presented with MIT in 2017, explored supercapacitor energy storage, self-healing carbon fiber, and an all-electric powertrain architecture that still sounded speculative in 2022.
The STO at Autopromotec — track hardware meets the trade
The Huracán STO, whose name Super Trofeo Omologata directly references Lamborghini's one-make racing series, represented a naturally aspirated V10 nearing the end of its lifecycle.
Recruiting for the cars of 2025 and beyond
Lamborghini staffed a stand at the festival's Innovation and Talents section, acknowledging that a company based in Sant'Agata Bolognese, a town of roughly 7,000 people, treats the ability to attract engineering and software talent as an existential priority.
The Aventador Ultimae at Modena's Accademia Militare
Each car that followed — the hybrid V12 Revuelto, the Urus SE, the twin-turbo V8 Temerario — required exactly the financial commitment, talent pipeline, and brand communication strategy that Winkelmann, Poma, and Tossini discussed on stage.
The Urus and Huracán STO at Autopromotec in Bologna
Lamborghini placed every chapter of its story in public view simultaneously: a V12 farewell, a track-homologated V10, a super SUV that accounted for more than half its annual deliveries, and an electric concept that still looked like it arrived from 2040.
A company staffing its transformation in the open
Chief Human Capital Officer Umberto Tossini acknowledged publicly that the engineers Lamborghini needs for hybrid and electric powertrains look different from the ones who perfected naturally aspirated V12 calibration.
The Urus — commercial engine room of the lineup
By 2022, the Urus accounted for more than half of Lamborghini's annual deliveries and had fundamentally reshaped the company's financial profile, making its presence at the aftermarket-focused Autopromotec show a deliberate signal to the trade.
Commercial present on the Autopromotec floor
CFO Paolo Poma addressed how legacy performance brands compete for capital and talent against technology-native companies, confirming that Lamborghini was thinking about funding its future with the same rigor it applies to lap times.
The Huracán STO — a naturally aspirated V10 that would not be repeated
Few competitors used a regional festival to lay out their strategic thinking this transparently, but Lamborghini put its cars on the ground and its executives on the stage, and the roadmap it sketched played out largely as signaled.