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“There will be sooner or later a limit, because zero is the limit,” Lamborghini Chief Marketing Officer Federico Foschini told The Drive, noting you can’t do 0-60 in zero seconds.
One of the most powerful men at the storied Italian automaker noted the reality of physics just before saying, “emotion is not only the sound, but also the way you are engaged while driving in time of braking, accelerating, and shifting.”
In an era where three-row SUVs now have more power than Lamborghini’s latest supercar wearing a Super Veloce badge, Foschini explained how improving a car’s performance must now be broader than it has been historically.
Foschini told The Drive, “So, for this reason we decided not only to improve the performance of the car on the longitudinal performance, but we decided to bring these [other attributes] on the test track. And what is important, and I think that you will discover with [the power] routing, it is not only the pure performance, it’s also the feeling that it’s giving you as such a complex system, to be able to handle, let’s say, a powerful car, completely reducing, or, let’s say, eliminating the sense of the weight, being able to dominate, or to handle properly this kind of powertrain over in 1000 hp.”
Lamborghini
That “feeling” of being able to handle and dominate a track with over 1,000 hp is what Foschini pointed to as emotion via engagement.
“As you can see, we were working exactly this kind of field, no? We were working on the field of the braking, on the field of reducing the shifting time, increasing the responsiveness. So these are all elements that are giving you additional driving emotion, increasing your engagement, but also giving you the feeling, if you are not a professional driver, to be able to handle a car with each kind of, let’s say, power, but also able to deserve this kind of performance, also for not professional driver,” Foschini said.
Foschini continued “And this is what we are aiming to do, you know, to bring the performance, not only to people that are racing drivers, but also to people that are driving the car normally, maybe our skills, but not really professional drivers.”
Lamborghini
To that end Lamborghini introduced a Pilota driving mode in the new Revuelto SV. The new mode is said to be derived from the automaker’s GT3 racing program with five levels of control across the ABS, traction control, and stability control system.
How else Lamborghini will evolve emotion beyond sound and into engagement is yet to seen. Foschini didn’t elaborate but the latest Revuelto model hints at the future.
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As Director of Content and Product, Joel draws on over 15 years of newsroom experience and inability to actually stop working to help ensure The Drive shapes the future of automotive media. He’s also a World Car Award juror.
