Interview with Federico Foschini, Chief Commercial Officer, Automobili Lamborghini

Federico Foschini

Starting from 1st of September 2017, Federico Foschini is the new Commercial Director, with responsibility for marketing, sales and after sales service. Foschini, a 44-year-old engineering management graduate, has been with Lamborghini for 19 years. During this time he occupied positions of responsibility in the Purchasing and Project Management sector, before being appointed Director of Project Management in 2008.

We had the pleasure to interview Mr Federico Foschini while he was here in Singapore for the new Lamborghini showroom opening.

(Q)    Tell us a little bit about yourself, how you started working in the automotive industry and in Lamborghini ?

(A)    When I was an engineering management student, I started working at Lamborghini as an intern in 1998. When I finished my studies in 1999, I joined Lamborghini full time working in several department like purchasing. I spent one year at parent company Audi, and eventually in 2015 I was promoted to Chef Commercial Officer overlooking the evolution of Lamborghini. It has been a total of 20 years. Looking back, it has  been very fulfilling to see the results we have achieved.


(Q)     Lamborghini URUS is the latest model, tell us about this car and how did it come about ? What makes Lamborghini develop this?

(A)     Around 2010, 2011 we started thinking of additional product line to add onto the existing two product lines. This additional product line will stabilize our business and provide the growth we needed. We found that the SUV segment is growing very fast. We decided to do something exciting, a SUV with the DNA of Lamborghini, it will be the fastest SUV in the world. This product will be in a new segment, Super SUV, which does not exist before.  It will have a super sports car soul and the functionality typical for an SUV. It will be the world’s first Super Sport Utility Vehicle. Urus is at the same time a groundbreaking car: the extreme proportions, the pure Lamborghini design and the outstanding performance make it absolutely unique. Urus’ distinctive silhouette with a dynamic flying coupé line shows its super sports origins, while its outstanding proportions convey strength, solidity and safety.


(Q)      Tell us about the technologies behind the URUS, what makes it special?

(A)       Urus’ success factors are definitely the design, the driving dynamics and the performance. A distinct Lamborghini engine sound, coupled with traits of a sports car and SUV, provide the driver with a uniquely emotional experience. With its strong personality, pure design and absolute sportiness, Lamborghini Urus is one of a kind. The world’s first Super Sport Utility Vehicle is easy, safe and fun to drive, thanks to its ANIMA (Adaptive Network Intelligent MAnagement) Selector that delivers pure driving emotions and new specific settings for the best driving dynamics. Urus is a versatile car perfectly suited for everyday driving, but it also provides the distinct engine sound, all of the thrill and the high performance of a real Lamborghini.

Lamborghini Urus is equipped with state-of-the-art of vehicle dynamics technology. It provides the most comprehensive standard driving dynamics equipment in the SUV segment. Urus ensures the best performance in every situation while also attaining the best weight-to-power ratio in the entire SUV segment, mainly thanks to its best-in-class driving dynamics with a unique, outstanding and completely adaptable package: 4-wheel-steering, 4-wheel-drive system with active rear torque vectoring, adaptive air suspension with active dampers, a roll stabilization system with continuous and immediate response, carbon ceramic brakes and rims up to 23″ with mixed tires.

Lamborghini Urus integrates a V8 bi-turbo engine with a maximum power output of 478 kW / 650 HP, the best weight-to-power ratio on the SUV market. For this reason, Urus’ performance level is unrivalled. The 8-gear automatic transmission, together with the permanent 4-wheel drive system with active torque vectoring, enable the driver to perform exceptionally on every occasion and in every situation. Urus can be enjoyed whether in the city, on the racetrack, on a snowy mountain, on gravel country roads or in the desert. The torque is directed mainly to the rear axle, so that the general dynamic behavior is sport-oriented.

Lamborghini Urus is a versatile car in which the latest technologies offer an unparalleled level of everyday usability. It is set up with the latest safety and driving technology systems that can be tailored to different customers’ needs. Urus is easy and safe to drive: it ensures maximum comfort and safety at 360° for city driving and long trips. An array of features makes the drive very comfortable, and great attention has been given also to the rear passengers’ comfort. There are three ADAS (Advanced Driver Assistance Systems) packages: “Urban Road”, “Full ADAS”  and “Highway”. They contain new, innovative and intelligent assistance and safety systems enabled to suit individual driving preferences.

What really makes Urus a true Lamborghini is the electronic platform that controls the systems and radically transforms its dynamic behavior, taking the driver experience to another level. The ANIMA Selector is the secret of Lamborghini driving dynamics, the key command to choose the desired setup. The vehicle adapts according to the driving mode selected. There are three on-road modes: STRADA for easiness of driving, comfort and safety; SPORT for agility, responsiveness and fun to drive; CORSA for precision and maximum performance. The three off-road modes enhance the Urus performance even more: NEVE ensures ease and safety even on slippery surfaces; TERRA ensures comfort and ease in off-road conditions; SABBIA is perfect for sandy surfaces. Finally, the EGO mode enables the driver to redefine the vehicle’s dynamics according to preferences and needs in terms of steering, suspension and traction.


(Q)        Tell us about the expected growth of this Urus product line

(A)        We presented this model in Dec last year in Italy and we have received many positive feedback since. We have started collecting orders for several months now and we have achieve our plan so far. We expect with the help of this 3rd product line, we would double the total sales unit a year. We expect incredible growth in Japan, China and other key major markets.


(Q)         What is your prediction for the luxury automotive landscape in 2019 ?

(A)          We believe the luxury segment will continue to grow, more people will have capability to buy luxury goods. Also, the SUV segment is still growing at fast pace. There will be more competition coming into the SUV segment but we are not worried because we have prepared for it. We are first to launch the super SUV segment and we have a great product.


(Q)        What are your favorite past time / hobby ?

(A)        I used to play soccer when I was younger, but recently I played more tennis. I also like skiing , during winter time. Work still takes up a lot of my time, plus lots of travelling. The good thing is I am travelling not to trouble shoot for problems. Business has been on track, with the help of hardworking partners in the regions. I hope to spend more time with the family whenever I can.


Indeed, Lamborghini achieved record sales for seventh consecutive year in 2017.
Automobili Lamborghini foresees even better sales records in 2018 with the introduction of the Urus Super SUV.




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