Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control.

Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control.

      Lamborghini

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      "There will eventually be a limit, because zero is the limit,” Lamborghini Chief Marketing Officer Federico Foschini told The Drive, highlighting that achieving a 0-60 time of zero seconds is impossible.

      The influential executive at the renowned Italian car manufacturer acknowledged the laws of physics before stating, “emotion is not only about the sound, but also about how you feel engaged while braking, accelerating, and shifting.”

      In a time when some three-row SUVs boast more power than Lamborghini’s newest supercar with the Super Veloce badge, Foschini explained that enhancing vehicle performance requires a broader approach than it has in the past.

      Foschini mentioned to The Drive, “For this reason, we chose to not only enhance the car's longitudinal performance but also to bring these [additional qualities] onto the racetrack. What's important, and I believe you will discover with [the power] routing, is that it’s not merely about the raw performance; it’s also about the sensation of managing such a complex system, allowing you to handle a powerful car while significantly diminishing or even eliminating the perception of weight, thus properly managing this type of powertrain exceeding 1,000 hp.”

      Lamborghini

      That "sensation" of controlling a track with over 1,000 hp is what Foschini referred to as emotional engagement.

      “As you can see, we focused exactly on this area, working on braking, reducing shifting times, and enhancing responsiveness. These elements contribute to additional driving emotion, increasing your engagement and also providing the feeling that, even if you’re not a professional driver, you can manage a car with any level of power while also deserving this kind of performance, including for non-professional drivers,” Foschini explained.

      He added, “This is our goal, to deliver performance not just to racing drivers, but also to those who drive normally, perhaps with our assistance, but who are not truly professional drivers.”

      Lamborghini

      To achieve this, Lamborghini has introduced a Pilota driving mode in the new Revuelto SV. This mode is said to stem from the automaker's GT3 racing program and offers five levels of control across the ABS, traction control, and stability control systems.

      How Lamborghini will further enhance emotional engagement beyond sound remains to be seen. Foschini did not provide additional details, but the latest Revuelto model suggests a glimpse into the future.

      Have a tip? Reach out to us at tips@thedrive.com.

Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control. Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control. Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control.

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Lamborghini’s CMO States That Emotion Is NotOnly About Sound, But Also About the Sense of Control.

The CMO of Lamborghini informed The Drive that the aspects of braking, shifting, and responsiveness are just as important as engine noise in creating an emotional connection for the driver.