Ultra-Luxury Brands Collectively Slow Down Electrification

[Strategic Adjustment] Lamborghini and Aston Martin have successively postponed their all-electric plans, shifting instead toward plug-in hybrids or retaining internal combustion engine models.

Strategic Foundation: Electrification Stalls Due to Conflict Between Market Realities and Brand DNA

Lamborghini has officially shelved the Lanzador, its all-electric concept car originally slated for production by 2029, opting instead for plug-in hybrid models across its lineup, with a target of achieving a fully plug-in hybrid range by 2030. CEO Stephan Winkelmann described this approach as “the best of both worlds” and emphasized that the company will produce internal combustion engine vehicles “for as long as possible.”

Key Data: Financial Pressures Force Strategic Retreat

Aston Martin reported a net loss of £493.2 million in 2025 and announced workforce reductions of approximately 20%; Porsche’s K1 project shifted from an all-electric plan to a dual-track strategy incorporating both electric and internal combustion powertrains; Bentley delayed its full electrification target from 2030 to 2035; McLaren also stated it has no immediate plans to launch an all-electric supercar.