The CEO Of Lamborghini Shares What It Means To Be Part Of The Family


November 14, 2017 | BY Kevin Cureau

Lamborghini is roaring into the future, and CEO Stefano Domenicali gives us a taste of what's in store

Now and then, the streets of Hong Kong fill with a loud, raw engine sound that's immediately recognisable to car fanatics and causes them look for the culprit, phone in hand, ready to snap a picture.

That’s the power of Lamborghini supercars. Even if you've seen hundreds of them in your lifetime, you'll still stop to admire the beautifully angry lines of one of these road beasts. It just never gets old.

Mr. Stefano Domenicali, CEO & president of Automobili Lamborghini, with the Lamborghini Aventador S (Photo: Courtesy of Lamborghini)

According to Stefano Domenicali, CEO and president of Lamborghini, everything Lamborghini does is based on two pillars—having fun while driving and inspiring emotion.

See also: First Look: Roger Dubuis Partners With Lamborghini Squadra Corse

Recently in Hong Kong for the opening of a new showroom in Wan Chai's Star Street precinct, Domenicali told us that he wants the brand to convey what he calls “informal luxury”—having the social status that comes with owning one of the company’s supercars, but also being part of the Lamborghini family.

Lamborghini executives & guests at the ribbon-cutting ceremony (Photo: Courtesy of Lamborghini)

“This new showroom is exactly what we want to see—a place where people can meet, have fun and talk about cars, of course," he explains. 

The 3,000 sq. ft. ground floor of the new showroom can comfortably display four cars (Photo: Courtesy of Lamborghini)

"We will create events in beautiful places around the world, and we want to offer driving experiences on the track because these want to have fun with them."

The Lamborghini Centenario in custom Verde Bronte matte green is displayed for the first time in Hong Kong (Photo: Courtesy of Lamborghini)

Domenicali believes that the Lamborghini family experience shouldn’t stop at the dealership, but that it should extend all the way to their brand new factory in Sant’Agata Bolognese in Italy.

He wants customers to see for themselves how their cars are made so that they can really feel and experience what sets Lamborghini apart.


The finishing line at Lamborghini's new factory in SantAgata Bolognese in Italy (Photo: Courtesy of Lamborghini)

The company’s new production site is part of the momentum that Lamborghini is currently enjoying as it prepares to unveil its SUV, the Lamborghini Urus.

To most, an SUV might not seem like an obvious next step for Lamborghini, but Domenicali believes that adding the Urus to its supercar lineup will add a whole new dimension to the company.

See also: Gone With The Wind: The New Lamborghini Huracán Performante

“The DNA of the car will be a super sports car. The handling of the car, engine sound, performance will be a Lamborghini," says Domenicali. "We are not going to dilute the brand value of the company.” 

Lamborghini's Super Sports Utility Vehicle (SSUV) will be unveiled on 4 December 2017 in its home of SantAgata Bolognese (Photo: Courtesy of Lamborghini)

Domenicali is also projecting a growth in the double digits and already looking to the future, thinking about what the fourth model to add to the company could be. Will the future hold a combustion engine, a hybrid motor or full electric?

For now, Domenicali doesn’t know, but one thing is for sure—Lamborghini will never stray from its DNA.

To discover more about Lamborghini and the new Hong Kong showroom, visit