Lamborghini currently produces two models, the Aventador and Gallardo, which are both in the two-door supersport sector. Many have been questioning whether their scheduled third model will be a 4-door targeted at a more casual market. They have been in the 4-door sector before, from 1986-1993 with their L002 model, so it is a possibility.
The first front engine model since the L002 is the Lamborghini Estoque. The 4-door sedan has eluded the market for some time, making its first appearance at the Paris Motor show in 2008. As the process often goes, consumers got excited, rumors started floating around about a production release, and then it never came out.
There was a possible truth to the rumors however, as Stephan Winkelmann, Lamborghini’s chairman, commented a number of times on the likelihood of Lamborghini moving beyond the supercar market. When talking about their planned third model release he stated, “We want to have a car which is able to be used on a daily basis.”
The press release in 2008 stated “the Lamborghini Estoque represents one of several possibilities for a third model series within the Lamborghini product line-up.” There hasn’t been anything definitive about an Estoque release, but it does sound like Lamborghini is preparing to move in this direction.
A more likely option for Lamborghini’s third model is their latest concept, Urus, an SUV appearing in the Beijing auto show last April. It includes a turbocharged 4.0 liter V8 engine including an electric motor with plug-in capability. The rumors are once again floating, with a possible 2015 production date. The story sounds similar to that of the Estoque, where we were left waiting to no avail, but the timing might be better for the Urus. In 2008 the economic outlook was uncertain. Not that it’s any clearer today, but at least we’re used to it.
Sales and marketing seems to be the major reason behind the failure to bring anything of this sort to market. A brand extension may bring down the perceived value of Lamborghini’s two higher-end models, hurting their core business. The lower-end third model would have a wider audience and could dilute the brand image of a premium, scarce, product. In the end, they may decide it is worth it to diversify into different markets. At the moment, we can only hope and speculate.
Do you think Lamborghini will release the Estoque? Is it a good business move?Author Shawn Tougas works at DMV.com, a resource helping Americans navigate the Department of Motor Vehicles. He is not a Lamborghini owner but hopes that one day his dreams will come true.