Lamborghini CEO Winkelmann on brand’s U.S. investment in sports cars, LMDh future

Lamborghini CEO Winkelmann LMDh
Automobili Lamborghini

DAYTONA BEACH, Florida – In Suite 253 above the Daytona International Speedway grandstands, Automobili Lamborghini CEO Stephan Winkelmann smiled broadly as five GT3s carrying his company’s brand buzzed around the road course below.

Winkelmann had waved the green flag on the 60th Rolex 24 at Daytona two hours earlier. But the spectacle of watching the endurance race unfold in a stadium-style environment was appealing to a self-described race fan accustomed to watching 24-hour races in Europe on the natural terrain courses such as Spa or Le Mans.

“This is equally important, but if it’s a very different atmosphere,” Winkelmann told NBC Sports in an interview last Saturday afternoon at Daytona. “You have here a closed track with an infield and where, from the central stand, you can see the entire race. This in my opinion is an incredible advantage. And that you can live in the center of the infield, this is something for me which is incredible.

Automobili Lamborghini CEO Stephan Winkelmann, whose brand races GTD Pro and GTD in IMSA but has been linked with LMDh, waved the green flag on the start of the 60th Rolex 24 at Daytona.

“The track is pretty short so you have a lot of traffic and you have always something going on. Usually the other tracks, you have one spot, and if you’re not (watching) on video, you see one car, one car, one car and never have an idea of what is really going on. Here, this is spectacular.”

Though the Rolex 24 results weren’t quite what he wanted (the No. 61 Huracan GT3 was the highest-finishing Lamborghini in 34th overall), the Rolex 24 still could be considered a success given the opportunity to compete on and off the track against the same sports cars that Winkelmann is trying to beat in the showroom.

Aside from the suite hospitality, Lamborghini also had signage, tents and a marketing presence throughout Daytona while bringing customers and dealers to the Rolex 24.

“We’re all competitive and being in a brand like this, you have to be competitive,” Winkelmann said. “For the brand, for the U.S., this is a very important event. This is what it’s all about. To show you’re the best amongst fierce competition. This is what we like.”

Automobili Lamborghini CEO Stephan Winkelmann, whose company has been linked to LMDh, stands on the Rolex 24 grid with the No. 63 TR3 Racing Huracan GT3 (Automobili Lamborghini).

With the support of Winkelmann, Lamborghini has been more aggressive about supporting its U.S. efforts in motorsports, especially sports cars. The company recently signed an extension through 2026 of the Lamborghini Super Trofeo North America series. The IMSA-sanctioned circuit will open its 10th season this spring at Laguna Seca Raceway, which Winkelmann views as a key to Lamborghini’s charge into sports car racing in America.

“I was, over a decade ago, one of the biggest pushers to re-enter into the motorsports business,” he said. “First with Super Trofeo, then with the GT, then going worldwide with all these activities. I think the success and visibility is quite important for us and working out pretty well.”

There also have been reports of Lamborghini entering a new LMDh car in the IMSA WeatherTech SportsCar Championship Series’ premier overall category (which is being rebranded GTP for 2023.

Though Lamborghini CEO Stefan Winkelmann wasn’t ready to confirm any LMDh news, he addressed it among many topics during the interview with NBC Sports:

Q: You obviously have spent a lot on marketing activation at Daytona. How do you measure if racing is worthy of the investment that Lamborghini is making?

Winkelmann: “We are very cautious, being a small brand, with investments, so we take this very seriously. So we think more than twice before we start something. We want to have a long-term engagement in the things we do. We are always cautious about the beginnings because we are never expecting too much. But we want to evolve year to year and this is very important for us because we cannot allow ourselves being such a small brand just to participate or just to be there or just to pay a lot of money and not be doing anything. It’s a very important engagement.

“It’s very difficult to say, ‘Race on Sunday, sell on Monday.’ This would be nice if it would be so easy. But I get a lot of feedback. I see that immense passion of our customers coming to see it also with our dealers. This is a clear sign this is working out.

Q: Why is it no longer as much about ‘Race on Sunday, Sell on Monday’?

Winkelmann: “It’s more difficult to measure because we have a constant growth in sales, so this is going hand in hand with image of the brand, the awareness of the brand, the activities you do. Out of the potpourri of activities, motorsports is a very important pillar. It’s like bringing the people to the factory Having a touch and feel of what Lamborghini is all about in the factory, the museum and with the atmosphere. Doing events. Driving a car. All this sums up.

“These are different pillars which are equally important to sell a car because when you buy a Lamborghini, we say you’re buying into a world where the car is the entry ticket. You get something which money can’t buy. You hang out with people who think alike, which have the same interests. This is something which is more and more important in the future. You’re buying into a club.”

Q: There have been rumblings about Lamborghini moving into racing an LMDh prototype in the future. Any updates on that front?

Winkelmann: “As I said, we tend to think a lot about the things that we want to do next. For sure, LMDh is an interesting project.

Q: What interests you about it?

Winkelmann: “We will see. We will see. We are working out the ideas.”

Q: Is there a timeframe for when you’d decide?

Winkelmann: “Soon.”

Q: IMSA already has LMDh commitments from Porsche and Audi, which also are under the same Volkswagen umbrella as Lamborghini. Does that impact you?

Winkelmann: “No, no. This is for us. We look into the overall motorsports world and then we decide whether things are working out for us, if it’s good enough or if it’s too expensive. But we are autonomous in deciding.”

Q: When you look at hybridization and electrification, how you think it’s driving manufacturer interest in motorsports?

Winkelmann: “Electrification is one thing. Hybridization is something different. Because Formula E was for a long time high in expectations and now it’s a bit less. So we tend to say we have to do the things the right way with the right partners, and hybridization is a good starting point for motorsport.

“When we speak of full electrification, we speak about Lamborghini also, but we don’t speak about motorsport. It’s something which we look at with the first model, which is coming at the end of this decade. We never thought about Formula E. We always went into a type of racing where you can recognize the car and transfer this image on the road. So the GT cars are the cars you see every day on the road. So this is important for us.”

Q: So it’s most important to have the cars you race be similar to what you sell?

Winkelmann: “This is one of the key decision points we have. Because we have a lot of gentlemen drivers (who) are fans of our brand, which is helping the idea of what we’re doing. It’s here that LMDh is different. (laughs) But we will decide pretty soon.”

Starting lineup grid for IMSA Petit Le Mans: Tom Blomqvist puts MSR on pole position

Petit Le Mans lineup

IMSA WeatherTech SportsCar championship contender Tom Blomqvist put the Meyer Shank Racing Acura at the front of the starting lineup for the Motul Petit Le Mans at Michelin Road Atlanta.

Blomqvist turned a 1-minute, 8.55-second lap on the 2.54-mile circuit Friday to capture his third pole position for MSR this season. Earl Bamber qualified second in the No. 02 Cadillac for Chip Ganassi Racing.

Ricky Taylor was third in the No. 10 Acura of Wayne Taylor Racing, which enters Saturday’s season finale with a 19-point lead over the No. 60 of Blomqvist and Oliver Jarvis (who will be joined by Helio Castroneves) for the 10-hour race.

PETIT LE MANS STARTING GRID: Click here for the starting lineup l Lineup by car number

PETIT LE MANS: Info on how to watch

With the pole, MSR sliced the deficit to 14 points behind WTR, which will field the trio of Taylor, Filipe Albuquerque and Brendon Hartley in Saturday’s race.

“We really needed to put the car in this kind of position,” Blomqvist said. “It makes our life a little less stressful tomorrow. It would have given the No. 10 a bit more breathing space. It’s going to be a proper dogfight tomorrow. The guys gave me such a great car. It’s been fantastic this week so far, and it really came alive. I’m hugely thankful to the boys and girls at MSR for giving me the wagon today to execute my job.

“That was a big effort from me. I knew how important it was. It’s just awesome for the guys to give them some sort of reward as well. It’s always nice to be quick. If you do the pole, you know you’ve got a quick car.”

Though WTR has a series-leading four victories with the No. 10, MSR won the Rolex 24 at Daytona and has five runner-up finishes along with its three poles.

The strong performances of the ARX-05s ensure that an Acura will win the final championship in IMSA’s premier Daytona Prototype international (DPi) division, which is being rebranded as Grand Touring Prototype in the move to LMDh cars next season.

Taylor qualified third despite sliding into the Turn 5 gravel during the closing minutes of qualifying while pushing to gain points.

“Qualifying was important for points,” Taylor said. “Going into it, if we outqualified the No. 60 Meyer Shank Acura, they had a lot to lose in terms of championship points. So, we were trying to increase the gap over 20 points which would’ve made a big difference for tomorrow. We would have loved to get the pole and qualify ahead of the No. 60, but in the scheme of the points, it didn’t change a whole lot. I’m feeling good since it’s such a long race, and the No. 10 Konica Minolta Acura team does such a good job strategizing and putting us in a good position.

“I’m very confident in our lineup and our team compared to them over the course of 10 hours. I’d put my two teammates up against those guys any day. I think we are all feeling optimistic and strong for tomorrow.”

In other divisions, PR1 Mathiasen Motorsports (LMP2), Riley Motorsports (LMP3), VasserSullivan (GTD Pro) and Paul Miller Racing (GTD) captured pole positions.

The broadcast of the 10-hour race will begin Saturday at 12:10-3 p.m. ET on NBC, moving at 7 p.m. to USA Network. Peacock will have flag-to-flag coverage.



Results by class

Fastest lap by driver

Fastest lap by driver after qualifying

Fastest lap by driver and class after qualifying

Fastest lap sequence in qualifying

Best sector times in qualifying

Time cards in qualifying

PRACTICE RESULTS: Session I l Session II l Session III