‘Never say never’ but Lamborghini will refuse autonomous driving for a very long time

Lamborghini’s in a special niche market of super sports cars: CEO

The recent technological developments towards self-driving cars are unlikely to reach the luxury sports sector any time soon, the chief executive of Lamborghini told CNBC.

Carmakers have begun introducing technology that will lead to autonomous driving and more vehicles being powered by batteries. But according to Lamborghini's CEO, Stefano Domenicali, the sports car brand will "protect" the desire of its customers to have fun and to enjoy being behind the wheel of its cars for a while longer.

"There are certain things on (autonomous driving) technology that can be useful also for our future…but for sure in that respect I can guarantee everyone that Lamborghini will have for a long time, never say never in life, but I'd say for a very long time a big and good steering wheel and two pedals to control and enjoy the drive," Domenicali told CNBC on Tuesday.

Strong brand value supports sales: Lamborghini CEO

Domenicali recognized that "the trend in let's say the so-called normal cars is related to autonomous driving, to electrification," but that's not something that its customers are looking for. Instead, these want "to enjoy the power and the passion" of driving a Lamborghini.

Interestingly, the future of sports cars could be related to electrification. "It will come one day. Of course the sports car niche will be affected by this technology," Domenicali told CNBC.

However, he added that this will only take place when such technology matches the level that is "viable" for the company.

"We need to make sure that in the future we are flexible enough to make sure that the parameters in the technical side of the car will be matched as soon as the technology will reach the level that for us is viable," Domenicali added.

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