Thursday, June 17, 2021
News Volkswagen Mulling Over New Lamborghini And Bugatti Strategy

Volkswagen Mulling Over New Lamborghini And Bugatti Strategy

Volkswagen continues to invest in reinventing itself for the EV era and needs to free up more cash


  • Talks of Bugatti changing hands began weeks ago.

  • Lamborghini CEO stepped down recently amid speculations of the brand’s future.

  • The idea is gaining more economies of scale.


Serious conversations are taking place within Volkswagen’s walls. The giant Group, which includes such brands as VW, Audi, Porsche, Seat and Skoda brands, as well as Lamborghini, Bugatti, and Ducati, is reviewing the position and future of the latter three companies in a bid to increase its market value and free up some cash.

The main driver behind this review, according to Automotive News Europe (subscription required), is to make sure, among other considerations, that Volkswagen has the means and resources to develop electric platforms for its mainstream brands. They also have a considerable collection of commercial trucks that must be converted.

These discussions must have begun a while back as we reported that Bugatti was potentially going to Rimac and, most recently, Lamborghini CEO Stefano Domenicali left the Italian supercar company to join Formula 1.

Lamborghini Aventador SVJ Xago Edition

Volkswagen CEO Herbert Diess said: “We are constantly looking at our brand portfolio, this is particularly true during the phase of fundamental change in our industry. In view of the market disruption, we must focus and ask ourselves what the transformation means for the individual parts of the group,” He added: “Brands must be measured against new requirements. By electrification, by reach, by digitalization, and connectivity of the vehicle. There is new room for maneuver and every brand must find its new place.”

In 2019, Volkswagen delivered 4,554 Lamborghinis, sold 82 Bugattis, and just over 53,000 Ducati motorbikes.

Bugatti Chiron Pur Sport | Photo: Bugatti

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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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