Lamborghini Blog Series - Part 2 "The Golden Era and the Expansion of the Bull"
Chapter 9 - From Local Dream to Global Brand
By the early 1970s, Lamborghini had already shocked the automotive world with the Miura, a car so revolutionary that it redefined the very concept of the supercar. Yet, despite this breakthrough, Lamborghini remained, at its core, a small Italian manufacturer. Production numbers were modest, infrastructure was limited, and the company was still closely tied to the personality of its founder, Ferruccio Lamborghini. The next decades would prove critical in shaping Lamborghini's identity-not just as an Italian dream, but as a global icon.
The first challenge came from the oil crisis of 1973. Rising fuel prices and shifting consumer priorities hit sports car manufacturers particularly hard. In markets like the United States, Lamborghini's most important export destination, demand for thirsty V12 engines dropped dramatically. This sudden change forced Lamborghini to rethink its strategy. The Miura had already been phased out, and its successor, the Countach, was slowly entering production. The Countach's extreme wedge shape, drawn by Marcello Gandini at Bertone, was a bold answer to the new decade. It was not just a car, but a statement: Lamborghini would not retreat in times of difficulty-it would double down on radical design and uncompromising performance.
The Countach became the spearhead of Lamborghini's global expansion. Despite early production challenges and reliability issues, it captivated enthusiasts worldwide. Its futuristic design was unlike anything else on the road. In America, posters of the Countach decorated countless bedrooms, turning the car into an object of desire for an entire generation. In Europe, it became the ultimate symbol of excess during a decade marked by both economic uncertainty and cultural experimentation. Even in markets as far as Japan and the Middle East, the Countach gave Lamborghini instant recognition.
At the same time, Lamborghini's factory in Sant'Agata Bolognese had to adapt to increasing international demand. While Ferrari had already established a stronger production network and brand heritage, Lamborghini's smaller size allowed it to remain agile and exclusive. Cars were still largely hand-built, but the brand was increasingly aware that to survive, it needed to expand beyond Italy's borders. Distributors and dealerships began to appear in key markets, bringing Lamborghini into the garages of wealthy enthusiasts from Los Angeles to London, from Geneva to Tokyo.
Ferruccio Lamborghini himself, however, would not remain at the center of this expansion. Disillusioned by the financial strain of the oil crisis and the growing complexity of managing a luxury car company, he sold his shares in 1974. From this moment onward, Lamborghini entered a new phase-no longer guided by its founder, but by a series of corporate owners and investors who each had different visions for the brand. While this instability sometimes threatened Lamborghini's very survival, it also opened the door for broader international influence.
Despite management turmoil, Lamborghini's image continued to grow. The Countach, along with the more practical Urraco and later the Jalpa, allowed Lamborghini to maintain a presence in multiple market segments. More importantly, the brand became a status symbol far beyond the automotive press. Musicians, actors, and celebrities embraced Lamborghini as a symbol of wealth and rebellion. If Ferrari represented racing heritage and refined prestige, Lamborghini was loud, provocative, and untamed. It was exactly this contrast that gave Lamborghini its own global identity.
By the end of the 1980s, Lamborghini was no longer just an Italian supercar company. It had become an aspirational global brand, deeply tied to the culture of ambition and excess. Its cars appeared in music videos, movies, and magazines. The Countach had become the most recognized exotic car in the world, embodying Lamborghini's transformation from a local dream into a truly international phenomenon. This period set the stage for the next evolution: the transition from icon to modern powerhouse, which would unfold with the Diablo and beyond.
Chapter 10 - The Miura's Legacy and the Countach Revolution
The Miura had set an almost impossible standard for Lamborghini. Unveiled in 1966, it was not only breathtakingly beautiful but also groundbreaking in its engineering. With its mid-mounted V12 engine, it redefined what a high-performance sports car could be, effectively inventing the template for the modern supercar. Its success placed Lamborghini in the international spotlight, but it also created a challenge: how to follow a legend.
Marcello Gandini of Bertone ("Want to learn more about Bertone's latest car? Click here to read our full article on Bertone.") was tasked with answering that question, and his solution came in the form of the Countach. While the Miura was elegant and sensual, the Countach was aggressive, futuristic, and almost alien in its geometry. The wedge-shaped body, scissor doors, and wide stance turned heads everywhere it went. Introduced as a prototype in 1971 and entering production in 1974, the Countach was a radical departure, signaling that Lamborghini was willing to push boundaries far beyond conventional design.
Technically, the Countach carried forward the Miura's mid-engine philosophy but introduced a new longitudinal layout for the V12. This allowed better cooling and stability, while also providing a platform for future Lamborghinis. The car's mechanical complexity and sharp handling made it demanding to drive, but that only added to its mystique. Owners were not simply buying transportation-they were buying into an experience that required skill, courage, and passion.
The Countach also cemented Lamborghini's role in shaping car culture. While Ferrari focused on motorsport heritage and refined elegance, Lamborghini deliberately chose the path of spectacle. The Countach appeared on posters in teenage bedrooms across the globe, from New York to Tokyo, capturing the imagination of a generation. It was not just admired-it was idolized. To own one was to declare oneself part of an elite, daring few.
Image source: By Alexander Migl - Own work, CC BY-SA 4.0,
This cultural impact cannot be overstated. In an era of economic uncertainty and fuel crises, the Countach was unapologetically excessive. It was loud, thirsty, impractical-and that was precisely the point. It embodied rebellion against conformity, a rolling sculpture that dared the world to dream bigger.
The Miura may have laid the foundation, but the Countach turned Lamborghini into a true global phenomenon. It ensured that Lamborghini would never again be viewed merely as a small Italian manufacturer; instead, it was now a brand synonymous with audacity and desire. Without the Miura's pioneering vision, the Countach could not have existed. And without the Countach's radical design, Lamborghini might never have achieved its legendary status.
By the late 1970s and through the 1980s, the Countach was not simply a successor to the Miura-it was a revolution of its own, securing Lamborghini's place in history as the master of outrageous supercars.
Chapter 11 - The Diablo: Power, Prestige, and the 1990s Supercar Wars
Image source: By Matti Blume - Own work, CC BY-SA,
When the Countach finally reached the end of its production run in 1990, it had already become a legend, but Lamborghini needed a successor that could carry the brand into a new decade. The answer was the Diablo-named after a fierce fighting bull from the 19th century. It was a car designed to push limits further than ever before, both in performance and cultural impact.
The Diablo was unveiled at a time when the global supercar scene was heating up. Ferrari had its 512TR, Porsche was refining the 911 Turbo, and the newly emerging McLaren F1 was preparing to rewrite performance standards. Lamborghini could not afford to fall behind. The Diablo therefore combined radical styling with immense performance, immediately placing itself among the most desirable cars of the 1990s.
Beneath its dramatic Gandini-influenced bodywork lay a 5.7-liter V12 engine producing nearly 500 horsepower in its earliest form. This allowed the Diablo to surpass 320 km/h (200 mph), making it the fastest production car in the world at the time of its launch. Later evolutions-such as the Diablo VT with all-wheel drive, the SE30 anniversary edition, and the fearsome Diablo GT-continued to push the boundaries of speed and handling. The Diablo wasn't just a successor to the Countach; it was proof that Lamborghini could thrive in an increasingly competitive arena.
Culturally, the Diablo became an icon of the 1990s in much the same way the Countach had dominated the 1980s. Its sharp lines, low stance, and unmistakable scissor doors made it a star in music videos, films, and video games. It was aspirational in every sense, becoming the dream car of a new generation that had grown up with posters of the Countach. Where the Countach was raw and almost brutal, the Diablo introduced a degree of refinement-making it more comfortable and usable while still outrageous in every way.
The Diablo also marked a transitional period in Lamborghini's corporate history. Under Chrysler's ownership during its development, the car benefited from a more structured approach to engineering and build quality. Later, as the company changed hands again in the mid-1990s, the Diablo remained Lamborghini's flagship and a symbol of resilience through financial turbulence.
Ultimately, the Diablo represented more than just performance figures. It embodied the spirit of excess and ambition that defined the 1990s supercar wars. Competing against Ferrari, Porsche, Jaguar, and eventually McLaren, the Diablo ensured Lamborghini remained not only relevant but dominant in the conversation about ultimate performance. It bridged the gap between the rawness of the Countach and the technological sophistication that would define the Murciélago and Aventador generations.
By the end of its production in 2001, the Diablo had firmly established itself as one of Lamborghini's greatest achievements. It was not just a car of the decade-it was a declaration that Lamborghini would always fight for the throne in the world of supercars.
Chapter 12 - Financial Turbulence and Corporate Takeovers
Throughout the 1970s, 1980s, and into the 1990s, Lamborghini's cars captured the imagination of enthusiasts around the world. Yet behind the scenes, the company struggled with financial instability and frequent changes in ownership. Unlike Ferrari, which had built a strong foundation in motorsport and corporate partnerships, Lamborghini often found itself vulnerable to economic downturns and the high costs of producing low-volume supercars. This instability shaped much of the brand's trajectory during the late 20th century.
The first major shift came in 1974 when Ferruccio Lamborghini, disheartened by the oil crisis and the growing challenges of managing the company, sold his remaining shares. Without its founder, Lamborghini entered a period of uncertainty. The company changed hands several times, moving from Swiss and American investors to the Italian state, as governments attempted to stabilize the brand. Each transition came with different visions but rarely with the long-term stability needed to secure Lamborghini's future.
By the late 1980s, Lamborghini had caught the attention of Chrysler, which acquired the company in 1987. Under Chrysler's management, Lamborghini finally gained access to more structured resources and development capacity. The Diablo, launched in 1990, was the direct result of this investment. However, Chrysler's own financial struggles meant that Lamborghini was ultimately sold again in 1994. The new owner, a Malaysian-Indonesian consortium called Megatech, attempted to expand Lamborghini's global presence but lacked the consistency and industrial power to secure long-term success.
This constant turbulence created a paradox. On one hand, Lamborghini cars remained cultural icons, appearing in films, music videos, and video games, cementing their place in global pop culture. On the other hand, the company itself often teetered on the brink of collapse, unable to match its brand prestige with financial security. Dealers struggled with inconsistent supply, customers faced long waits, and the factory in Sant'Agata Bolognese operated in survival mode.
The turning point came in 1998 when Audi, part of the Volkswagen Group, acquired Lamborghini. Unlike previous owners, Audi brought both financial stability and engineering expertise. With its German precision and resources, Audi was able to modernize production facilities, improve build quality, and invest in long-term development. This acquisition not only saved Lamborghini from potential collapse but also set the stage for a new era of success. The Murciélago, Gallardo, and eventually Aventador would all emerge from this period of renewed strength.
In hindsight, Lamborghini's survival during decades of instability is remarkable. Many boutique manufacturers from the same era disappeared entirely, unable to cope with rising costs and shifting regulations. Lamborghini's ability to endure-through Swiss financiers, Chrysler's intervention, Megatech's ownership, and finally Volkswagen Group-demonstrates both the power of its brand and the allure of its cars.
By the end of the 1990s, Lamborghini had not only survived financial turbulence but had finally found the stability it needed to thrive. The era of constant ownership changes was over, and the company was ready to step confidently into the 21st century as part of one of the world's largest automotive groups.
Chapter 13 - Lamborghini in Motorsport: A Reluctant Competitor
Unlike Ferrari, whose identity has always been inseparable from racing, Lamborghini's relationship with motorsport has been cautious and, at times, almost reluctant. From the company's foundation, Ferruccio Lamborghini made it clear that his goal was not to compete with Ferrari on the racetrack but to outshine it on the road. He believed that racing drained resources and distracted from building exceptional road cars. This philosophy shaped Lamborghini's early decades and contributed to its reputation as the Ferraribrand focused on luxury, design, and exclusivity rather than trophies.
Still, motorsport inevitably touched Lamborghini. The company's V12 engines, renowned for their power and character, attracted interest from racing teams. During the late 1980s and early 1990s, Lamborghini supplied Formula 1 engines through Lamborghini Engineering, a subsidiary created under Chrysler's ownership. Teams such as Larrousse, Lotus, and Minardi experimented with Lamborghini cars. While the engines showed flashes of potential, they lacked the consistency and development to challenge established competitors like Honda, Ferrari, or Renault. The most famous near-success came in 1993, when McLaren tested a Lamborghini V12 in its F1 car. Ayrton Senna reportedly praised the engine, but McLaren ultimately partnered with Peugeot instead.
Outside Formula 1, Lamborghini's presence was sporadic but intriguing. Private teams occasionally entered Countachs and Diablos in GT racing, and the company experimented with racing variants of its road cars. The Diablo GTR, launched in 1999, was a more focused attempt at track competition, signaling that Lamborghini recognized the growing importance of customer racing programs. However, these efforts remained limited compared to the factory-backed campaigns of rivals.
The reluctance to fully embrace motorsport was both a strength and a weakness. On one hand, Lamborghini avoided the financial pitfalls that had damaged other manufacturers heavily invested in racing. The company instead poured resources into making its road cars louder, faster, and more outrageous. On the other hand, the absence of a racing pedigree sometimes left Lamborghini vulnerable to criticism. Ferrari could point to its Formula 1 dominance as proof of engineering excellence, while Lamborghini relied more on design and emotion to sustain its image.
Things began to shift after Audi's acquisition in 1998. With German backing, Lamborghini started to build a more structured motorsport program. The Lamborghini Super Trofeo series, launched in 2009, created a global racing platform dedicated exclusively to the brand. This one-make championship allowed owners to experience their cars in a competitive environment, strengthening Lamborghini's racing identity without requiring Formula 1-level investment. At the same time, Lamborghini developed GT3 versions of its Huracán, competing successfully in endurance events such as the 24 Hours of Daytona and the Blancpain GT Series.
Today, while Lamborghini still does not pursue Formula 1 glory, its motorsport presence is stronger than ever. The brand has carved out a distinct path, one that blends its tradition of focusing on road-going supercars with a growing credibility on the track. Its journey in motorsport may have been hesitant and unconventional, but it has reinforced Lamborghini's reputation as a company unafraid to defy expectations-even in racing.
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Chapter 14 - The Birth of a Lifestyle Icon
By the late 20th century, Lamborghini had become more than just a car manufacturer-it had evolved into a global symbol of status, rebellion, and extravagance. While Ferrari carried the aura of racing pedigree and refined Italian elegance, Lamborghini represented something far more provocative: a lifestyle of boldness, individuality, and unrestrained ambition. This transformation from carmaker to cultural icon was as significant as any technological breakthrough in Sant'Agata's history.
The Countach had already laid the groundwork during the 1970s and 1980s. Its outrageous wedge design and scissor doors made it instantly recognizable, turning it into the poster car of choice for teenagers around the world. Yet the 1990s and early 2000s elevated Lamborghini's image into mainstream culture on a scale previously unimaginable. The Diablo became the centerpiece of music videos, films, and even video games. Rappers, Hollywood stars, and athletes showcased their Lamborghinis not only as cars but as declarations of success. To be seen in a Lamborghini was to proclaim that you had arrived.
Part of this appeal came from Lamborghini's refusal to conform. While other supercar makers often balanced performance with tradition, Lamborghini embraced extremes. Its cars were impractical, loud, and sometimes intimidating to drive-but that was precisely their allure. They represented a defiance of convention, appealing to those who wanted to stand out in a world of conformity. This rebellious streak resonated with cultural movements that prized individuality, from the music industry to the world of fashion.
Pop culture played a crucial role in cementing this image. Lamborghinis appeared in blockbuster movies like The Cannonball Run and later in franchises such as Need for Speed and Fast & Furious. The cars were no longer confined to exclusive showrooms-they were icons of entertainment, visible to millions of fans across the globe. Video games of the 1990s and 2000s allowed players to "own" a Lamborghini virtually, further embedding the brand into the imagination of younger generations.
Simultaneously, Lamborghini began cultivating its own identity beyond automobiles. Branded merchandise, lifestyle products, and collaborations with luxury companies positioned Lamborghini as part of a broader world of exclusivity. Wearing the raging bull logo or owning a Lamborghini accessory became another way to share in the aura of the brand, even for those who could never afford one of its cars.
This transition also reflected the changing role of supercars in society. They were no longer just machines for enthusiasts-they became cultural touchstones, woven into music, cinema, and fashion. Lamborghini was at the forefront of this movement, redefining what it meant to be a car brand. It was not simply about speed or engineering-it was about aspiration and identity.
By the dawn of the 21st century, Lamborghini had completed its evolution into a true lifestyle icon. It was no longer just a supercar manufacturer from Sant'Agata Bolognese. It was a global phenomenon, representing not only automotive excellence but also the dreams, ambitions, and bold personalities of those who desired to live life without limits.
Chapter 15 - Design Philosophy: Gandini, Perini, and Beyond
Image source: By Unknown photographer - [1], Public Domain,
From its earliest years, Lamborghini has relied on design to set itself apart. More than just fast machines, Lamborghinis have always been rolling works of art, defined by lines and shapes that push boundaries. Central to this legacy are the visionary designers who gave Lamborghini its unmistakable aesthetic language-most notably Marcello Gandini and later Filippo Perini-whose philosophies shaped generations of supercars.
Marcello Gandini, working at Bertone, was responsible for two of Lamborghini's most defining creations: the Miura and the Countach. The Miura's sensual curves, wide stance, and dramatic proportions established the template for the modern supercar. It was beautiful but also purposeful, with a form that matched its revolutionary mid-engine layout. The Countach, however, marked an even more radical shift. With its wedge-shaped body and scissor doors, Gandini created not just a car but an icon of futurism. The Countach looked like it belonged to another planet, and in many ways, that was the point-it demonstrated that Lamborghini existed to shock and inspire.
In the decades that followed, Lamborghini's design language evolved but never lost its Gandini DNA. The Diablo carried forward the wedge profile, softened with smoother surfaces, while still emphasizing drama. When Audi acquired Lamborghini in 1998, the company sought to modernize its visual identity without diluting its rebellious spirit. This task fell to designers like Luc Donckerwolke and later Filippo Perini, who would redefine Lamborghini for the 21st century.
Perini's work on models such as the Murciélago, Gallardo, Aventador, and Huracán established a new era of design. His philosophy combined sharp geometric lines with advanced aerodynamics, creating cars that looked both aggressive and functional. The Aventador in particular, with its hexagonal motifs and fighter jet inspiration, epitomized Lamborghini's blend of theatricality and engineering. Perini ensured that Lamborghini's cars remained unmistakable from any angle-bold, angular, and sculptural.
Beyond individual designers, Lamborghini's design philosophy has always embraced extremes. The cars are deliberately impractical in some aspects: low, wide, and demanding. Yet this excess is intentional. A Lamborghini is not supposed to blend in; it is meant to dominate streets, posters, and imaginations. Even special projects such as the Reventón and Veneno pushed design into experimental territory, reinforcing the idea that Lamborghini is as much an artistic statement as an engineering exercise.
This approach has influenced the entire supercar industry. Competitors have often followed Lamborghini's lead in daring aesthetics, but few have matched its consistency in shocking the world with each new generation. While Gandini's spirit lives on in every wedge-shaped silhouette, Perini and his successors have ensured that Lamborghini continues to look like the future, not the past.
Ultimately, Lamborghini's design philosophy is about more than beauty or function-it is about creating legends. From Gandini's revolutionary sketches to Perini's futuristic visions, Lamborghini's designers have shaped not just cars but cultural icons, ensuring that the raging bull is as unforgettable in form as it is in performance.
Chapter 16 - Technological Shifts at the Turn of the Century
As the 20th century drew to a close, Lamborghini faced the challenge of adapting to a rapidly changing automotive landscape. Environmental concerns, stricter safety regulations, and the growing influence of advanced electronics were reshaping the industry. Under Audi's ownership, Lamborghini seized this moment to reinvent itself technologically, while still preserving the raw emotion that defined its cars. The early 2000s marked a turning point, as Lamborghini began merging its tradition of extreme performance with a new era of engineering sophistication.
One of the most significant shifts was the widespread use of carbon fiber. Lamborghini had experimented with lightweight materials before, but Audi's resources allowed the company to industrialize carbon fiber production on a larger scale. The Murciélago, introduced in 2001, incorporated advanced composites in its structure, reducing weight while improving rigidity. Later models, particularly the Aventador, made even greater strides by using a carbon fiber monocoque chassis-an innovation that placed Lamborghini at the forefront of supercar engineering.
Another key development was the adoption of all-wheel drive. First seen on the Diablo VT in the 1990s, the technology became standard on the Murciélago and Gallardo. This move not only enhanced performance but also made Lamborghini's immense power more controllable. Critics argued it diluted the raw, rear-wheel-drive character of earlier models, but customers embraced the added stability, especially as horsepower figures climbed well beyond 500. For Lamborghini, it was proof that technology could enhance drama without diminishing excitement.
The turn of the century also brought a stronger focus on aerodynamics. While earlier Lamborghinis often prioritized visual impact over airflow efficiency, models like the Murciélago SV and later the Huracán Performante demonstrated a new commitment to functional design. Active aerodynamic systems, such as Lamborghini's patented Aerodinamica Lamborghini Attiva (ALA), allowed cars to adapt dynamically to driving conditions, blending spectacle with measurable performance gains.
Electronics became another area of transformation. Where older Lamborghinis had been notoriously temperamental, newer models benefited from advanced traction control systems, adaptive suspensions, and increasingly digital cockpits. This shift helped attract a broader customer base, who could now experience Lamborghini's thrill without sacrificing usability. At the same time, Audi's influence improved build quality and reliability-long-standing weaknesses that had frustrated owners in the past.
These technological advances positioned Lamborghini for the challenges of the 21st century. By combining lightweight materials, advanced drivetrains, and cutting-edge electronics, the company proved it could evolve without losing its core identity. Lamborghinis remained outrageous in design and sound, but beneath the surface they had become thoroughly modern machines, capable of competing with the best from Ferrari, McLaren, and Porsche.
The technological revolution at the turn of the century was not just about keeping up with the industry-it was about redefining Lamborghini's place within it. No longer a company teetering on the edge of survival, Lamborghini was now a symbol of both heritage and innovation, ready to face the demands of a new millennium.
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Chapter 17 - Conclusion of Part 2
By the end of the 20th century, Lamborghini had completed one of the most dramatic evolutions in automotive history. From Ferruccio Lamborghini's original dream of rivaling Ferrari with road cars, the company had grown into a global symbol of extravagance and defiance. Yet the journey was anything but smooth. Across three decades, Lamborghini faced financial turbulence, frequent ownership changes, and shifting global markets. What kept the brand alive, and ultimately propelled it forward, was its unrelenting commitment to bold design, audacious performance, and an unmistakable cultural identity.
The Miura had established Lamborghini as a serious contender, but it was the Countach that transformed the company into a worldwide phenomenon. Its radical design and poster-car status in the 1970s and 1980s made Lamborghini a household name, a symbol of ambition and excess. The Diablo carried this torch into the 1990s, pushing boundaries of speed and prestige while keeping Lamborghini in the heart of the supercar wars. Even when the company itself was on unstable ground, its cars managed to dominate headlines, music videos, and the imagination of enthusiasts around the globe.
Yet behind the glamor, the company's survival often hung by a thread. Ownership passed from Ferruccio to Swiss and American investors, from Chrysler to Megatech, and finally to Audi. Each era brought both opportunity and uncertainty. What remained constant, however, was the allure of Lamborghini's cars. No matter the financial struggles, the brand's outrageous designs and roaring V12s gave it an aura strong enough to endure.
Culturally, Lamborghini had by then transcended its role as a mere car manufacturer. It had become a lifestyle icon. In films, video games, and music, a Lamborghini was not just transportation-it was a declaration of identity. It stood for success, rebellion, and the desire to stand apart. Few brands in any industry managed to capture imagination in the same way. While Ferrari's strength lay in its racing pedigree, Lamborghini thrived by appealing to those who wanted something wilder, more dramatic, and more provocative.
Technologically, the late 1990s and early 2000s signaled the beginning of a new chapter. With Audi's resources, Lamborghini transitioned from a boutique but fragile supercar maker into a serious player on the world stage. Carbon fiber construction, advanced aerodynamics, and digital systems began to define its cars, ensuring that Lamborghini would not merely survive in the new millennium, but thrive. The balance between tradition and innovation had been struck.
Part 2 of Lamborghini's story illustrates this duality: instability behind the scenes, yet unstoppable momentum in design and culture. It was a time when Lamborghini risked disappearing altogether, yet somehow emerged stronger, more desirable, and more relevant than ever before. The raging bull had survived its most turbulent decades, carrying its reputation intact into the 21st century.
The stage was now set for a new era. The Murciélago and Gallardo would usher in Lamborghini's rebirth under Audi, while later icons like the Aventador and Huracán would refine and amplify its formula. The coming years would see Lamborghini embrace new materials, new markets, and eventually new powertrains. Part 3 of this series will explore that modern age: the rebirth of Lamborghini, its path into hybridization, and the challenge of staying outrageous in an increasingly electrified world.
