Lambo Greenwashes Brand Values Clean

Edward Niedermeyer
by Edward Niedermeyer
lambo greenwashes brand values clean

Lamborghini has unveiled the new Gallardo LP560-4, claiming its lighter, faster and, inexplicably, greener than its predecessor. I know, I know; you're thinking thank God, I can finally drive one of Sant'Agata's finest without the painful pangs of eco-guilt. So what really makes this Lambo more eco-friendly than other supercars? Why they've improved carbon emissions by 18 percent! Yes, it now gets 17mpg combined– up from 14mpg on last year's model! Exactly the kind of engineering achievements that will have current owners trading in their old, dirty, sinful Gallardos. Lambo CEO Stephan Winkelmann couldn't help but undercut his own bizarre marketing canard, saying "being a supersports car is all about accelerating and top speed… If you want to go fast, you consume, and if you consume, you have emissions. You will never come to the average emissions of the average car." Um, so… is there something we're missing here? Why on earth announce that your expensive, handmade Italian sportscar uses Volkswagen technology to improve its environmental footprint by "lessening friction between mechanized gears, improving the power/weight ratio and engine design?" There may well be a better way to eviscerate the passionate, emotional image of Lamborghini, but we can't think of it.

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  • LamborghiniZ LamborghiniZ on Mar 05, 2008

    Not that deep. It has better mpg, that's a good thing, and better performance, that's also a good thing. So only good things. The end.

  • Shaker Shaker on Mar 06, 2008

    If it crosses the magical barrier into "no gas-guzzler tax land", it's a win. If not, meh.