Lamborghini CEO Warns Tariffs Are Impacting Even Ultra-Wealthy Buyers

Magnum Magazine | Business & Luxury Leaders
Lamborghini, one of the world’s most iconic luxury carmakers, is facing unexpected headwinds—not from slowing innovation or lack of demand, but from global trade uncertainty. CEO Stephan Winkelmann has revealed that even some of the company’s wealthiest U.S. clients, who typically own an average of five high-end cars, are hesitating to commit to new purchases due to the ongoing tariff disputes between the United States and the European Union.

The U.S. remains Lamborghini’s largest market, and despite the automaker’s record-breaking performance, the tariff debate is creating hesitation among buyers. With base models priced at $400,000 and above, Lamborghini has historically been insulated from economic fluctuations. Yet Winkelmann admitted that trade instability introduced under the Trump administration continues to influence consumer behavior, with some clients waiting for clarity before adding another Italian masterpiece to their garage.

While a 15% tariff deal was struck on select EU imports, including cars, the long-term outlook remains complex. The agreement included commitments by the EU to purchase more U.S. products such as AI chips and military equipment, but uncertainty still lingers.

“For us, free trade is the right approach,” Winkelmann emphasized. “The reality is different, and as leaders in business, we must navigate complexity and remain ready for whatever comes next.”

Record Results Despite Headwinds

Lamborghini’s resilience has been underscored by its financial performance. For the first time in its history, the company surpassed €3 billion ($3.5 billion) in revenue in fiscal 2024, marking a 16% year-over-year increase. Operating income also jumped to €835 million ($974 million).

Since 2023, the brand has launched three new plug-in hybrid models, reinforcing its position at the intersection of luxury performance and sustainability. With strong demand and a robust backlog—vehicles delivered today were typically ordered one to two years ago—Lamborghini remains well-positioned even as tariff pressures loom.

A Younger, Global Luxury Consumer

Adding to its momentum is a shift in its customer base. The average age of a Lamborghini owner has dropped below 45, reflecting a wave of younger affluent buyers across the globe. In Asia, that figure is closer to 30, while owners of its flagship Revuelto model typically maintain a collection of at least 10 cars.

This evolving demographic not only highlights the brand’s enduring appeal but also signals a generational shift in luxury consumption, where exclusivity and innovation outweigh short-term economic uncertainty.

Looking Ahead

Despite short-term challenges, Lamborghini’s CEO remains confident in the strategic judgment of its clientele.

“Our customers are millionaires and billionaires for a reason,” Winkelmann noted. “They know what they’re doing. Some are waiting for clarity, while others are ready to move forward—we will adapt accordingly.”

For Lamborghini, navigating tariffs is not just about managing costs—it’s about preserving its Italian heritage while expanding influence across the world’s most competitive markets. With innovation, resilience, and a diverse customer base, the brand continues to prove why it stands as a symbol of luxury leadership in a changing global economy.