Lamborghini Global Executives: Full Hybridization Drives Performance Improvement, China Market Is the Opportunity

In 2025, the Chinese passenger car market saw intense price battles. Even ultra-luxury brands that were once considered insensitive to pricing faced double pressure on both sales volume and profitability. However, China’s strategic position remains solid. Here, not only is there an engine for innovation, but the potential younger customer base is still one of the best consumption markets worldwide for ultra-luxury brands.

“Under multiple pressures, we still delivered a successful closeout and turned in outstanding results for 2025.” On March 24, Paolo Poma, Executive General Manager and Chief Financial Officer of Lamborghini, provided a detailed interpretation during an interview with media outlets including China Economic Net. He addressed key issues such as the company’s financial performance in 2025, the rollout of full-line electrified (hybrid) models, the company’s China market strategy, and adjustments to its global electrification strategy, and made it clear that the China market is a key opportunity for the brand’s long-term development.

In 2025, Lamborghini’s results were impressive. Revenue reached €3.2 billion, with global deliveries of 10,747 vehicles—both setting historical highs. Operating profit, at €768 million, ranked second in the brand’s history, but Lamborghini also remained among the most profitable brands in the global ultra-luxury segment.

Holding on to the global top five—China is where the opportunity lies

In recent years, the ultra-luxury vehicle market in China has continued to slow down. In 2025, it even saw a double-digit decline. Coupled with strong shocks from Chinese brands such as BYD and NIO driving into the high-end electrification market, traditional luxury brands saw a significant drop in sales volume, and Lamborghini was no exception to the impact of the market environment, with sales experiencing a continuous decline.

Data on imported vehicles released by the Passenger Car Association shows that after Lamborghini reached a sales peak of 886 units in 2022, up 21% year over year, its sales have continued to fall for the past three years. From 2023 to 2025, Lamborghini’s imported sales were 837 units, 608 units, and 512 units respectively, with year-over-year declines of 6%, 27%, and 7%.

For today’s China market, Paolo Poma frankly said that challenges and uncertainties will still persist in the short term. But this is not unique to Lamborghini—it is the shared situation across the entire industry. Meanwhile, the brand remains fully confident about China’s long-term development, sees it as an opportunity, and set “to keep China market among Lamborghini’s global top five markets for the long run” as its main goal.

In his view, China’s core opportunities lie in two key advantages: first, it has a large base of high-net-worth individuals, providing sustained consumption potential for ultra-luxury brands. Second, Lamborghini has the youngest customer base among its niche market, with an average age of only 34—far below the global average of 45. In addition, the brand has strong brand visibility across major social platforms; the younger customers’ brand recognition becomes a key growth support.

“We continue to cultivate the younger customer segment deeply, and we see this as a key success factor for the China market to rebound.” Paolo Poma emphasized.

To build a “moat” for development in China, Lamborghini takes residual value management and personalized customization as core levers. At the same time, it combines three core competitive strengths to build industry barriers: nearly 63 years of brand heritage forms an unreplicable historical depth; its self-developed high-performance hybrid technology demonstrates hard-core technical strength; and the emotional value created through exclusive experiences such as the Super Trofeo super challenge series and Esperienza Corsa track days enables the brand to go beyond the product itself—becoming an emotional anchor for customers’ pursuit of ultimate performance and passion.

In addition, to further deepen its presence in the China market, Lamborghini has introduced full-line hybrid models to China. From late 2024 to 2025, it delivered Revuelto and Urus SE in sequence, and after the delivery of Temerario by the end of 2026, the company will complete its full-line electrified (hybrid) rollout.

“We are not chasing short-term sales peaks; we want to build a stable relationship with customers and create lifetime value for them.” Paolo Poma said.

Insufficient demand for pure EVs—full electrified (hybrid) rollout drives performance improvement

Looking globally, Lamborghini has been creating great results again and again. For the second consecutive year, revenue has surpassed €3 billion, and deliveries have also broken the 10,000-unit mark for the third consecutive year. Behind this performance is market recognition for hybrid products and the value pull from personalized customization. The market share of models such as Revuelto continues to rise steadily. Demand for the Ad Personam high-end personalized customization program has surged. In 2025, 94% of delivered vehicles include at least one customized element, becoming a key driving force behind its value creation.

From a regional market perspective, Lamborghini’s global performance shows balanced development. EMEA (Europe, the Middle East, and Africa) remains the largest market, with 4,650 deliveries in 2025. The Americas market follows closely with 3,347 deliveries. The Asia-Pacific region delivered 2,750 vehicles. China, as a core Asia-Pacific market, provides important support for regional performance. Strong customer recognition worldwide for Lamborghini’s high-performance hybrid electric vehicles (HPEV) confirms the correctness of the brand’s strategy of “hybrid first, pure EV later,” and also makes Lamborghini the only supercar manufacturer and ultra-luxury automaker to achieve full-line hybrid electrification.

“Full-line electrified (hybrid) models have allowed us to achieve revenue growth and ensure profitability. At the same time, thanks to customers’ recognition of our hybrid models, we are also seeing investment returns.” Paolo Poma said.

Regarding the strategic adjustment of the fourth model that the market is focusing on, Paolo Poma made it clear that because the acceptance of pure-EV models in the ultra-luxury niche market did not meet expectations, the brand adjusted the original pure-EV mode of the model to a plug-in hybrid mode. This decision is based on comprehensive, multi-dimensional research covering Lamborghini customers, niche-market customers, and potential customers.

“We won’t copy other brands’ strategies, and we won’t blindly strive to be the first brand to achieve pure electric electrification. Instead, we will move forward in the best way and at the most appropriate time.” Paolo Poma said. The brand has not canceled its pure-EV strategy; it has chosen to postpone it. Its next-generation full-line products will still feature hybrid technology, while it continues to develop pure-EV technology research to prepare for the future market. (China Economic Net reporter Guo Tao)

(Editor-in-charge: Dong Pingping)

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