MAY 27, 2002
How will Lamborghini sell the Murcielago?
Lamborghini is in direct competition with Ferrari and the last time that it was owned by a major automobile company (when it belonged to Chrysler in the 1980s) the management in Detroit did the logical thing and went into F1 to promote the firm's image. Volkswagen says it has no plans to enter F1 but Lamborghini is one of the brands which had been designated "sporting" under the restructuring being done by the new chief executive Bernd Pischetsrieder.
What is Lamborghini going to do to make everyone think it is a sporting brand?
VW brands Audi and Bentley are already nailed into sportscar racing and Seat seems to be making moves in rallying...
The VW policies at the moment create lots of questions - and none of them seem to have answers.