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Lamborghini Seeking Balance Between Performance and “Social Acceptance”

Smaller, third-model, possibly even a hybrid could come from Italian supercar maker.

by on Mar.08, 2011

Lamborghini offsets the added performance of the new Aventador with the use of super-light carbon fiber.

If you want anything faster you might have to hitch a ride off an aircraft carrier.  The new Lamborghini Aventador’s 700-horsepower V12 can propel the supercar from 0 to 100 kmh (62.5 mph) in just 2.9 seconds, about as fast as a skydiver accelerates during freefall.

Performance is the watchword for the Italian brand, whose emblem is a raging bull – indeed, the new Aventador was named after a legendary fighting bull.  Yet for all the emphasis on power and speed, the Volkswagen subsidiary cannot ignore the issue of what CEO Stefan Winkelmann calls “social acceptance.”

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“We can’t turn the clock back” to the days when brands like Lamborghini could ignore mounting concerns about the environment, Winkelmann tells TheDetroitBureau.com.  “We have to do something about social acceptance.”

And that could lead to some surprising moves by the supercar maker, perhaps even the introduction of a hybrid-electric powertrain as it moves forward with plans to add a third model to its current, two-platform line-up.

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