I mean… I’m not stupid. I know that supercars are a very niche product. Most people don’t casually decide to grab a Lamborghini Revuelto while strolling through a car dealership. Supercars are impractical, with even an oil change costing more than some people’s mortgage payments. There’s no room for a baby inside of one, barely even for groceries. You’ll never experience its full power on the way to work — or ever.
But that’s the thing. Supercars not meant to be practical. They are meant to be a dream. A symbol of success. A display of wealth. A fun thing to drive on the weekend. A fun thing to spot on the weekend. Supercars are an emotional purchase, not a practical one. They rapidly lose their monetary value, but they never lose their value to the person who always dreamed of having one. The carmakers that create these supercars are often held in just as high regard as the vehicles they build, admired for their attention to detail, dedication to the craft, and the status and heritage they represent.
That’s why it always feels like selling out to me when they start making SUVs.
Lamborghini CEO is thinking of a grand touring car
Recently, Lamborghini CEO Stephan Winkelmann gave a few soundbites to Road & Track at the 12 Hours of Sebring (where the new Corvette Grand Sport was spotted). Rather than talk about its brand-new $290,000 Temarario for 2026, Winkelmann was still going on about the concept of an all-electric supercar. Yes, the one that Lamborghini previously claimed nobody really showed interest in because it had no sound or soul. Well, that’s still an idea for after 2030. Assuming they can figure out a way to make rich supercar enthusiasts want a Lambo without a V12.
What else is Winkelmann considering to expand its lineup? Not a sedan. Sure. Not a small SUV. Awesome. “What is missing is a grand touring car,” Winkelmann said. “A two-door 2+2.”
Is it, though?
Right now, Lamborghini has three vehicles in its stable: the Temerario, a 4.0L twin-turbo hybrid V8 coming soon, the Revuelto, a V12 hybrid super sports car with a roadster variant coming soon, and the Urus, a plug-in hybrid “super SUV.” So yeah, Lamborghini has already tainted its legacy somewhat with the Urus. But that doesn’t mean we should just give up now and make just anything.
Supercar brands need to make money, I get it
Lamborghini is no stranger to grand touring cars. It had one back in the 1970s, if that counts for anything. But do we really need to bring one back? Just because you wore something ugly once doesn’t mean you are forced to dig it out of your closet again. Just because you didn’t like that new restaurant in town doesn’t mean you need to keep ordering different dishes to give them a proper try. You only live once. Why not just do cool things?
If we’re being real for a second (if I must be), we all know why Lamborghini is doing this: money. Right now, the supercar brand has a pretty big gap between its powerful supercars and SUV. A comfortable performance car would give a middle option and compete with other supercar brands that have already given in to greed, like the Ferrari Roma and the Bentley Continental Supersports. The bloated, subdued, tamed sports cars that are more meant for slow cruising to dinner at 4 PM on a Sunday rather than roaring down a track.
Lamborghini saw its highest revenue in history last year, hitting $3.7 billion. This is from delivering 10,747 vehicles worldwide. It’s not like Lamborghini is suffering, though it definitely felt the pressure of declining operating income due to the Trump Administration’s tariffs and costs from its pivot away from its fully electric Lanzador. While Lamborghini did raise the prices of its vehicles, Winkelmann had previously noted that the prices couldn’t be raised high enough to offset the impacts from ongoing (illegal) tariffs.
Now, Lamborghini is probably feeling a bit of pressure. Should it try to diversify? Drop more boring vehicles to appeal to mass consumers? It’s something that most supercar makers have given in to, except McLaren. Even Lotus, a brand known for its “simplify, then add lightness” mantra, couldn’t help but add a honking, ugly SUV to its lineup last year, built in China. The Eletre was clearly Lotus’ attempt to make some money off everyday car buyers due to financial struggles over the past few years.
I don’t wish for these brands to struggle. So yeah, I get the necessity for these boring cars. But my opinion remains the same: Boooooo!!!!!! I like it when brands stick to what makes them special. When they don’t want to cheapen their brand image with boring SUVs. But I get it. Bring on the Lamborghini grand tourer. Just remember how hideous the Jamara looked next to the Miura, and how that turned out for you.
