LAMBORGHINI HISTORY
BORN TO OUTRAGE
The unique position that Lamborghini occupies in today’s crowded stratosphere of supercars and hypercars owes its origins to the psyche of its inimitable founder. Ferruccio Lamborghini, a wealthy self-made post-war industrialist, was motivated to create Automobili Lamborghini in 1963 in part due to his personal distaste for the apparent elitism of the sports car establishment, most notably at Ferrari.
Ferruccio set out to build a brand that would extol the values of romance and performance without the preclusive contexts of motorsport, of old money and the traditional ‘in-crowd.’ And it turned out to be a rather good idea. Lamborghini championed lifestyle, luxury and just making a statement, and that brought a devoted band of international, energetic and ambitious customers for whom there was no better calling card than an Italian V12 sports car with the raging bull of Sant’Agata on the bonnet ¬– as opposed to the prancing horse of Maranello.
Ferruccio set out to build a brand that would max out on romance and performance without the preclusive contexts of motorsport, of old money and the ‘in crowd’, and it turned out to be a very good idea. Lamborghini championed lifestyle, luxury and just making a statement, and with it came a devoted clientele of international arrivistes for whom there was no better calling card than an Italian V12 sports car with a bull on the bonnet instead of a horse.
