‘We Sell Scarcity:’ How Lamborghini Continues to Stay So Cool

2026-02-06

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Lamborghinis dominate pop culture – from rap lyrics to blockbuster movies – but the reality is few people actually own them. Every year, the luxury carmaker delivers around 10,000 vehicles worldwide. Lamborghini CEO Stephan Winkelmann says that scarcity is central to the brand’s appeal. On Bold Names, Winkelmann joins WSJ’s Tim Higgins to explain how the company leans into exclusivity, why it’s choosing hybrids over a fully electric future, and how tariffs and global trade pressures are challenging the business. To watch the video...

Lamborghinis dominate pop culture – from rap lyrics to blockbuster movies – but the reality is few people actually own them. Every year, the luxury carmaker delivers around 10,000 vehicles worldwide. Lamborghini CEO Stephan Winkelmann says that scarcity is central to the brand’s appeal. On Bold Names, Winkelmann joins WSJ’s Tim Higgins to explain how the company leans into exclusivity, why it’s choosing hybrids over a fully electric future, and how tariffs and global trade pressures are challenging the business.

To watch the video version of this episode, visit our WSJ Podcasts YouTube channel or the video page of WSJ.com.

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Read Tim Higgins’s column.

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