The Volkswagen Group wonders what to do with Lamborghini and Bugatti, insiders report Reuters. Selling both brands would be an option.
Volkswagen is now rapidly letting the wind of electrification blow through its brands. That is, by the more conventional brands. Lamborghini and Bugatti are two big exceptions. These are of course mainly prestigious brands where not necessarily the big money comes from. The question now is whether there is still room for this in the portfolio. According to the sources that Reuters Volkswagen is now wondering whether, now that it is investing billions in the electrification of the larger brands, it is indeed profitable to prepare those prestige brands for a more electric future.
Various options are said to be on the table. This could create a greater technical relationship between Audis and Lamborghinis, for example, with Lamborghini running after Audi. For Bugatti that is already more difficult. That is such a niche brand with so much of its own technology, a Bugatti cannot just become a ‘warmed-up Audi or Lamborghini’. That is why the sale of brands is also on the table, should it all in all seem to be a too complicated and expensive story. Earlier we heard that Volkswagen would be talking to Rimac about Bugatti.
All in all, it starts to seem that Volkswagen wants to become less unwieldy, which has become a bit under the watchful eye of Ferdinand Piëch. Less prestige and more focus on numbers and not missing the boat in terms of new technologies for ‘the masses’. “We are constantly reviewing our portfolio, especially now that the industry is undergoing such a fundamental change,” said CEO Herbert Diess. Reuters. “… we have to ask ourselves what this transformation means for the different parts of the group.” In short, something is bubbling. It will come as no surprise if the broom goes through part of it.
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