The Lamborghini Miracle

There's an old joke. It goes like this:

Heaven is where the French are the chefs, the Italians are the lovers, the Swiss are the bureaucrats, the Germans are the mechanics and the English are the police. Hell is where the English are the chefs, the Swiss are the lovers, the Italians are the bureaucrats, the French are the mechanics and the Germans are the police.

Disgusting and humorless, isn't it?

Nationalistic stereotypes aside, it's clear that German automakers make good stewards of exotic and luxury brands. They do a fine job of fixing and burnishing - with the possible exception of DaimlerChrysler, which is having a heckuva time restoring its Maybach marque.

Still, BMW has done yeoman service managing Rolls-Royce. Volkswagen has done an outstanding job with Bentley and a decent job with Bugatti.

And Audi has performed a miracle with Lamborghini.

When Audi acquired Lamborghini in 1998, the once-storied Italian brand had a schizophrenic personality, split between urges to be an exotic sports car - like the Miura, Murcielago, Diablo and Countach - or the caricature of an early SUV, like the LM-02.

Undoubtedly, some of the disarray was in the genes. Automobili Lamborghini, after all, was founded by a guy who made his fortune building tractors.

But some of it was experience. After founder Ferruccio Lamborghini bailed out in the early 1970s, the company went bankrupt and was passed from owner to owner, including at various times the former Chrysler Corp. and Malaysian interests.

Under Audi's wing, Lamborghini has improved its products and its processes while focusing on building stunning cars. It also has expanded into eastern Europe, Russia, China and the Middle East, developing a chic international following as it motors into new markets.

Global sales could top 2,000 units this year, compared with fewer than 300 sales just five years ago.

But best of all, it's making money


EDWARD LAPHAM COMMENTARY AUTOMOTIVE NEWS

Jovi - 8/25/2006 3:05:26 PM

+3 Boost

Go Lambos

KinGofNY - 8/25/2006 3:10:00 PM

+3 Boost

Go Audi

Loki - 8/25/2006 3:20:16 PM

+1 Boost

I would also add that heaven is where the flight crew stewardesses are from KLM. And hell is where they are from Mongolian airlines. (Trust me - I've flown both)

Rupert - 8/25/2006 4:35:40 PM

+3 Boost

yay lambo!

TheGenius - 8/25/2006 7:19:17 PM

+3 Boost

Audi Rules, period!!!

chewy - 8/25/2006 9:16:51 PM

-1 Boost

mromar

I think that the Lambo is better than a BMW, but of course I could be wrong as the Lambo is just a glorified Jetta.

http://www.caranddriver.com/roadtests/9397/volkswagen-jetta-page3.html

neutral - 8/26/2006 3:22:43 AM

+1 Boost

would everyone stop bitching about audi/BMW, quit whining about how much you love audi/BMW. This website is getting so boring, everyone just talks about the same thing over and over again. I LOVE audi/BMW/Mercedes/Lexus, etc, b/c they ALL make GREAT cars. So stop your 3rd grade antics and talk about Lambo.

CarNut - 8/26/2006 10:50:24 AM

0 Boost

i got a good one: GO neutral

nybimmer - 8/26/2006 6:54:32 PM

+1 Boost

Great job VW, Lambo line is beautiful...In light of that stunning success, which customers in their right mind would buy an Audi R8 instead of a Lambo Gallardo?

nybimmer - 8/26/2006 6:59:00 PM

+1 Boost

Why doesn't Lambo roll out at Quartoporte/M5 competitor with AWD, powered by the Bugatti's V16 (non-turbo) and the short wheelbase Phaeton/A8/Flying Spur platform? That would be some prestige car.

The Quatroporte is just a tad small (and with that bad paddle-shifter) to be used as an exec limo (i.e. in NYC, LA, and London). The Lambo-Phaeton would be the ideal size and people would be lining up to get them.

CarNut - 8/27/2006 8:46:20 AM

+1 Boost

Lambo has no plans to introduce new models in the next couple of years (maybe miura) it will only upgrade the current models and MAYBE (!) switch to 2WD

Small correction: the 4.2 V8 Audi R8 lapped nurburgring in about the same time as the V10 gallardo, plus it will cost less than 100,000euros (even less in $). Cant wait to find out what the V10 Audi R8 will do, let alone the tubocharged experimental version

Rupert - 8/27/2006 9:10:20 AM

+1 Boost

100000 euros for the R8?
thats a good price.
thats about the same as a 911 C4S.