From an overall design perspective, the new logo still uses the “wild ox” pattern design, and the overall shape does not differ much from the old version. The main change is the fine-tuning of the details. Specifically, in terms of color, the originally eye-catching golden tone is replaced by a more low-key bronze color, and the font of the brand name “LAMBORGHINI” is also replaced with a wider font. At the same time, the new logo also makes adjustments to the details of the “bullfighting” legs, back muscle lines, and tail, which looks more concise in the visual effect.
The above picture is the old version; the following picture is the new version
In addition, like many car companies, Lamborghini’s new logo also uses a more flattened design style, changing from the original relief process to a silhouette-like style, which is more planar as a whole. It is worth mentioning that, according to reports, on the official website and social media channels of Lamborghini, Lamborghini will use the golden “bullfighting” image without a shield and brand name for the first time.
It is reported that Lamborghini (Automobili Lamborghini S.p.A.) is an Italian car manufacturer founded by Ferruccio Lamborghini in 1963. In the early days, due to poor management, Lamborghini went bankrupt in 1980. Since then, it has changed hands several times. In 1998, it was included in the Audi group and is now one of the brands under the Volkswagen Group, focusing on the supercar market.
After this update of the new logo, it will be applied to the new models to be released by Lamborghini in the future, including the Urus plug-in hybrid version and the successor of the Huracán model. Both models will be launched within this year. Among them, Lamborghini will launch the first hybrid model of the Urus this year and the second HPEV high-performance electrified model in the Lamborghini model series, which will replace the Lamborghini Huracán model.
The latest financial report shows that in 2023, Lamborghini’s turnover reached 2.66 billion euros, a year-on-year increase of 12.1%; the operating profit margin was 27.2%; the operating profit was 723 million euros, a year-on-year increase of 17.8%, which was the first time it exceeded 700 million euros. In terms of new car sales, in 2023, Lamborghini’s global sales exceeded 10,000 units for the first time, with a year-on-year increase of 9.91% to 10,100 units. Among them, Europe, the Middle East, and Africa are the regions with the highest delivery of new cars. On the contrary, the Chinese market has seen a double-digit year-on-year decline, with a year-on-year decline of 16.99% to 845 units.
As a super sports car manufacturer, Lamborghini is accelerating its layout for the electrification transformation. In July 2023, foreign media reported that Lamborghini’s internal combustion engine models were sold out before the end of production, and it is transitioning to a pure hybrid lineup. At that time, Lamborghini CEO Stephan Winkelmann said that the orders for Lamborghini Huracán and Urus fuel models were all full, marking the end of the company’s internal combustion engine vehicle production. By 2024 and 2025, Lamborghini’s fuel models will be replaced by plug-in hybrid models, and the newly launched plug-in hybrid model Revuelto will also be sold out by the end of 2025.
According to the plan, Lamborghini will achieve hybridization of all product lines by the end of 2024, among which the Lamborghini Urus PHEV will be launched in the second half of 2024; the successor of the Huracan will also use a plug-in hybrid power, which may be composed of a V8 twin-turbocharged engine and an electric motor. The first pure electric vehicle will be introduced in 2028, and the concept car Lanzador, which is positioned as a 2+2 layout Grand Tourer sports car, will be launched last year to complement Lamborghini’s current product line and will compete with the Porsche 911 pure electric version in the future. The first pure electric super SUV of Lamborghini will also be launched in 2029.
The update of the brand logo usually means the determination of innovation, change, and revolution, aiming to attract users and establish a new image and appearance of the enterprise. As for why in recent years, automakers have all adopted the “flattening” design of the brand logo, industry insiders have previously stated that the flattening design has the advantages of easy identification and easy communication. However, the real reason that forces automakers to change their logos collectively in the past two years is the trend of intelligence. It is understood that this update of the brand logo marks the latest progress of Lamborghini’s “Direzione Cor Tauri” business strategy. For the current Lamborghini, how to successfully navigate the era of electrification transformation is an issue that needs to be addressed urgently. The CEO of Lamborghini once said that Lamborghini will increase its investment plan from the previous 1.5 billion euros to at least 1.8 billion euros, which is the largest investment plan in Lamborghini’s history. As for the reason for the heavy investment, the CEO said that Lamborghini must face the era of full electrification while maintaining the value of its brand, and hybrid power is the first step in Lamborghini’s future electrification.
