Lamborghini says it will be the last manufacturer to offer autonomous driving

By:   Fedora Atjeh Fedora Atjeh   |   September 28, 2017
Lamborghini autonomous driving

Virtually all major car manufacturers are currently involved in the race for being the first to offer autonomous driving in their cars, but it is true that there are certain types of vehicles in which the piloted driving loses all sense, such as supercars.

The customer who buys a high-performance sports car wants to enjoy it and to drive it, not for the car to drive on its own. This is what Lamborghini believes, whose development manager has stated that the firm of Sant'Agata Bolognese will be the last brand to offer this technology.

Maurizio Reggiani, the head of research and development for the brand of the bull, believes that "if you buy a Lamborghini you do it to have fun and enjoy driving," and so he told the Digital Trends publication during the Frankfurt Motor Show. "If we talk about autonomous driving, I think we will be the last brand to offer it," continues the Italian.

So Lamborghini completely rules out developing autonomous driving technologies for its models, although there is an exception, and it is the future SUV of the house, the Lamborghini Urus, which will offer driving assistance systems, as its cousin the Audi Q7.

The Lamborghini Urus is the exception

The Italian brand's SUV is focused on a different type of customer than the super sports cars of the V10 or V12 engine, and focuses its efforts, as well as on pure performance, comfort, luxury and also on offer technological innovation. Reggiani has confirmed that the Urus will have support systems such as adaptive cruise control or lane maintenance assistant, but "nothing that comes close to a real autonomous driving."

The brand of Sant'Agata will also emphasize the connectivity of the Urus, which will be much larger than other models in the range. "We will have connectivity at the Urus, and for us the connectivity is part of the Lamborghini user experience," said Reggiani. "We want to offer a dedicated system, not something that has already been seen in the market."

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