‘We Sell Scarcity:’ How Lamborghini Continues to Stay So ...

What this episode covers

Lamborghinis dominate pop culture – from rap lyrics to blockbuster movies – but the reality is few people actually own them. Every year, the luxury carmaker delivers around 10,000 vehicles worldwide. Lamborghini CEO Stephan Winkelmann says that scarcity is central to the brand’s appeal. On Bold Names, Winkelmann joins WSJ’s Tim Higgins to explain how the company leans into exclusivity, why it’s choosing hybrids over a fully electric future, and how tariffs and global trade pressures are challenging the business. To watch the video version of this episode, visit our WSJ Podcasts YouTube channel or the video page of WSJ.com. Check Out Past Episodes: How SAP's CEO Is Remaking the European Tech Giant For The Age Of AI Affirm’s Max Levchin: Why ‘Buy Now, Pay Later’ Beats Credit Cards How Athletic Brewing Sells Beer for a Post-Alcohol Generation Let us know what you think of the show. Email us at [email protected]. Sign up for the WSJ's free Technology newsletter. Read Tim Higgins’s column. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Frequently Asked Questions

How long is this episode of Bold Names?

This episode is 25 minutes long.

When was this Bold Names episode published?

This episode was published on February 6, 2026.

What is this episode about?

Lamborghinis dominate pop culture – from rap lyrics to blockbuster movies – but the reality is few people actually own them. Every year, the luxury carmaker delivers around 10,000 vehicles worldwide. Lamborghini CEO Stephan Winkelmann says that...

Can I download this Bold Names episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.