Making performance vehicles was always a risky business, with many automotive producers having to fight accountants, as this activity isn’t the most profitable in the world. However, it seems that certain automakers have found a way of making this work: special editions.
The pathway is simple: you build a car, put a certain price on it and, subsequently, you create special editions by adding a few touches here and there, only produce a few units and you can let the price explode.
Let’s zoom in on an automotive producer that has recently admitted it will go down this road: Lamborghini. The Raging Bull has been doing this since... forever, but the company has recently made an official announcement that confirms it all, adding that it will also focus on one-offs, models that use a totally different pathway.
Lamborghini CEO Stephan Winkelman chose the Frankfurt Auto Show to reveal that the Sesto Elemento will enter limited production (20 units of the car will be brought to life), but this is just the starting point, as the executive explained that Lambo will build more cars like this.
“Once in a while we should do one-offs or special editions. In this case, we made the concept and then got enough interest to make a limited run. The key is that every car we build meets the emotional standards of Lamborghini and is profitable,” Winkelman said.
However, he explained that not all future models will be as extreme as the incredibly-light Sesto Elemento, explaining that creating such vehicles would make them too expensive.
Let’s zoom in on an automotive producer that has recently admitted it will go down this road: Lamborghini. The Raging Bull has been doing this since... forever, but the company has recently made an official announcement that confirms it all, adding that it will also focus on one-offs, models that use a totally different pathway.
Lamborghini CEO Stephan Winkelman chose the Frankfurt Auto Show to reveal that the Sesto Elemento will enter limited production (20 units of the car will be brought to life), but this is just the starting point, as the executive explained that Lambo will build more cars like this.
“Once in a while we should do one-offs or special editions. In this case, we made the concept and then got enough interest to make a limited run. The key is that every car we build meets the emotional standards of Lamborghini and is profitable,” Winkelman said.
However, he explained that not all future models will be as extreme as the incredibly-light Sesto Elemento, explaining that creating such vehicles would make them too expensive.
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