Lamborghini's CMO Says Emotion Isn't Just Sound, It's the Feeling of Control

Lamborghini’s chief marketing officer, Federico Foschini, says “emotion” in a performance car isn’t just about sound—it’s also the driver’s sense of control during braking, accelerating, and shifting. Speaking to The Drive, Foschini argued that modern power demands a broader performance package beyond straight-line results, especially as some three-row SUVs deliver more power than Lamborghini’s latest supercar in the Super Veloce line. He pointed to work on the test track to improve “complex system” handling, including reducing or eliminating the perception of weight and managing powertrain behavior at more than 1,000 hp. Lamborghini has applied this idea in the Revuelto SV with a Pilota driving mode derived from its GT3 program, offering five control levels across ABS, traction control, and stability control.