Lamborghini’s decision contrasts with moves by other luxury brands and signals its different approach to positioning Lamborghini luxury cars. Indeed, Rolls-Royce has offered the battery-electric Spectre coupe since 2023, now its second most popular vehicle, ranked behind the Cullinan SUV but ahead of the Ghost sedan, according to 2025 S&P Global Mobility forecasts. Lamborghini’s Volkswagen Group stablemate, Bentley, is set to reveal its first BEV at the end of 2026, with customer deliveries beginning in 2027.
Both brands are leaning into the characteristics of the battery-electric powertrain. Rolls-Royce has highlighted the quietness and smoothness that electric propulsion provides to emphasize the luxurious nature of the vehicle. Meanwhile, Bentley is developing its first BEV around what it calls “the world’s first luxury urban SUV,” which will not only mean leveraging the same benefits as Rolls-Royce does but also highlighting zero tailpipe emissions in cities.
Ferrari is also set to unveil its first BEV later this year, facing a similar challenge to Lamborghini—engaging customers with a product that lacks some of the sensory elements traditionally associated with ICE powertrains. Although the full unveiling of the vehicle—now named “Luce”—is still some months off, Ferrari has already shown some elements, including the interior. The design, led by creative collective LoveFrom, suggests the brand is aiming to attract customers by leveraging its heritage while offering a broader ownership proposition than its more sporting models as it adapts to BEV trends.
By contrast, Aston Martin is following Lamborghini’s tack. Its CEO, Adrian Hallmark, said during the announcement of the brand’s 2025 financial results that it has pushed back its BEV plans until the next decade. Automotive News Europe quoted Hallmark as saying, “We don’t believe our customers want that technology right now.”