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Lamborghini to pack more tech into its cars

by Ronan Glon

Ever supercar manufacturers need to evolve with the times.

Lamborghini uses performance, not technology, to lure buyers into showrooms. And yet, the average enthusiast in the market for a Raging Bull is increasingly looking for in-car tech features. The company's future models will consequently put a bigger focus on electronics than ever before.

"Our clientele is demanding in terms of tech and we are responding. The average buyer is between 35 and 45 years old, so many of them have technology backgrounds. They're young entrepreneurs," said Alessandro Farmeschi while speaking with Digital Trends.

The Urus (pictured) packs more tech features than any Lamborghini before it, including a pair of touch screens on the center console. That trend is set to continue in the coming years.

"For our super sports cars, it's clear that the level of connectivity we have in the Urus will be a benchmark for the future. I think more and more the new generations are eager to have this kind of connectivity and infotainment," Maurizio Reggiani, the company's head of research and development, added.

In a separate report, the company ruled out launching a second SUV positioned below the Urus.

"At the end of the day, it's all about brand positioning and you can go too far down and dilute the position that we are the pinnacle of the car business. I think the position today of the Urus is perfect, and at this moment this is the bottom of our parameters," Reggiani explained in an interview with Australian website Drive.

Photography by Ronan Glon.