“Few automobiles have changed the course of history the way the Miura did,” said Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini. He described it as a car that reshaped how the world imagined performance, design, and desire. This year, the marque made a tribute to the visionaries who created it and the collectors whose passion has preserved its legacy for nearly six decades. As Lamborghini marked the occasion recently during Monterey Car Week, Winkelmann called it a celebration of one of the most influential automobiles ever built.
Sixty years after its 1966 debut, the Miura remains the car that invented the modern supercar, with its mid-engine architecture and dramatic proportions that essentially created a template that every Lamborghini since has, in some way, inherited.
This year, that legacy took center stage in the most literal sense: for the first time in Pebble Beach Concours d’Elegance history, the 3rd fairway was opened for a featured activation, hosting 43 Lamborghini Miuras, the largest gathering of the model ever assembled in one place. Organized in partnership with Lamborghini Club USA, the display drew collectors, enthusiasts, and passersby into a rare, once-in-a-lifetime moment: six decades of a single icon, gathered on one of the world’s most storied fairways.
The celebration came at a moment of genuine strength for the brand. Lamborghini closed the first half of 2026 with €1.74 billion in revenue, up 7.4% year over year, even as deliveries dipped slightly amid a turbulent global backdrop of tariffs, geopolitical instability, and a softening luxury market in China.
If the Miura represents the past and the balance sheet represents the present, then this year’s two debuts, the Revuelto SV and the Revuelto Miura 60° Homage, represent where Lamborghini is headed next.
Ahead of its world premiere at The Quail, a heavily disguised Revuelto SV prototype set the fastest lap ever recorded by a production car at Germany’s legendary Hockenheimring, home to Formula 1, DTM, and GT racing. Lamborghini factory and test driver Marco Mapelli posted a 1:41.6, more than five seconds quicker than the brand’s previous benchmark, set by the Aventador SVJ.
The Revuelto SV is the latest chapter in a lineage that stretches back 55 years to the original 1971 Miura SV, the car that first established “Super Veloce” as Lamborghini’s designation for its most extreme, most focused expression of a given model. Diablo SV, Murciélago SV, and Aventador SV followed, and now the Revuelto SV carries that torch forward as the first hybrid-electric SV in the brand’s history, delivering the highest performance figures ever recorded by a production Lamborghini.
For Design Director Mitja Borkert, the SV’s design language followed directly from its performance mission rather than the other way around. “I understand design as a good partner with the engineers, to find the best compromise,” he explained. “When you design the Revuelto Super Veloce, the car is about performance, and performance comes from functional elements. The better I understand what they need, I can incorporate this within the design.”
Rather than chasing “crazy for crazy’s sake,” Borkert described using what he calls a “design mission” to keep the team’s creative instincts in check. “You imagine this will be in Pebble Beach, or this is the first sport derivative — you define what the impact should be,” he said. “Otherwise, if you just go for something crazy, you’re creating craziness. But then, at a certain point, it’s expected, and a little boring.”
Alongside the SV, Lamborghini unveiled the Revuelto Miura 60° Homage, a 99-unit special series created through the Ad Personam personalization program in collaboration with Centro Stile, reinterpreting some of the Miura’s most iconic styling cues on the brand’s current V12 hybrid flagship.
For Borkert, the project carried real personal weight. “I take this always with the highest responsibility,” he said. “Some designers tend to try to be bigger than the brand. I’m always reminding myself: the brand comes first, and as a designer, you’re always the first fan of the brand.” He described developing a genuine appreciation for the Miura only after joining Lamborghini, eventually leading to a memorable conversation with the car’s original designer, Marcello Gandini, who confided that he’d always wished the first-generation Miura could have worn a wider rear fender — technology simply didn’t allow for it yet, which is exactly what the later SV version corrected.
What makes the Miura the natural muse for this homage, according to Borkert, isn’t really its shape — it’s color. “The Miura existed in more than 60 different colors across 763 cars,” he said. “It was the Miura that started our color history at Lamborghini.” That legacy directly informs the Homage’s nine exterior colors, drawn from the Miura’s most iconic combinations, and it ties into a personalization philosophy Borkert says is more central to Lamborghini today than ever, with more than 400 color options now available across the Urus, Revuelto, and Temerario lines, including a brand-new tricolore Temerario shown this year at Monterey.
Interestingly, Borkert was clear that Lamborghini deliberately avoids retro design as a matter of philosophy. Heritage cars like the Miura and Espada are treated as “standalone sculptures from the past” rather than templates to be revived. The brand’s actual design DNA, he explained, traces back not to the Miura but to the Countach; specifically, to a single, unbroken silhouette line. Borkert shared the story of sketching that very line at home one Sunday, only for his two-year-old son to look over and declare, “Papa, Lamborghini.” “He understood, as a child, that this is Lamborghini,” Borkert said. That moment, he added, crystallized the silhouette as the first and most important piece of the brand’s design DNA, the foundation from which the hexagon, the Y-shape, and the telephone-dial wheel design all eventually followed.
Borkert also shared a detail that adds new context to one of Lamborghini’s most talked-about recent programs: the origin of SHEdrives a Lambo. He credits the idea to a Huracán Técnica marketing video in which women described a boyfriend or husband’s Lamborghini in glowing, admiring terms, always concluding with, “and he drives a Lambo.” “I thought it would even be cooler,” Borkert recalled, “if there would be the saying, ‘and she drives a Lambo too.'” That spark, passed along to the U.S. team, became the SHEdrives a Lambo program that has since welcomed female owners, media, and influencers into a growing community, one Borkert says has helped push Lamborghini’s female customer base from roughly 1% to 10% over the past decade.
Last year, I sat down with then-Revuelto Product Line Director Matteo Ortenzi at Lamborghini Villa in Pebble Beach. This year, that title now belongs to Alessandro Farmeschi, who spent nearly eight years leading Lamborghini’s Americas operations, most recently as CEO, before taking the helm of the brand’s flagship product line.
“Taking over the position as product line director is very appealing and interesting, because it gives you the opportunity to see the company from all aspects,” Farmeschi said. “You’re in charge of developing a product, taking care of R&D, the production, the quality, the marketing and sales. All aspects that concern a product are in your hands, and like in an orchestra, you have to be the conductor, guiding everybody, making sure that the product arrives as planned in terms of timing, cost, and performance.”
He credits his years in the Americas with shaping how he approaches the job today. “Having spent almost eight years in the United States running the operations here helped me understand very well how our customers think and what their expectations are. This, of course, is a crucial part of the development of the product.”
Because Lamborghini operates in the luxury segment, he explained, there’s no room for region-specific versions of a car; the Revuelto has to satisfy every market’s expectations within a single global specification. But the emotional experience of ownership, he said, can look different depending on where you are. “In Europe, they are more willing to wait for a product. Here in the States, everything has to happen right now. In the logic of a luxury product, teaching customers to understand that you need to wait sometimes, it’s something that must be digested a bit.” Scarcity, he added, isn’t a flaw in the system; it’s part of what makes the ownership experience feel earned. “When there’s something so appealing that everyone wants, and there’s no availability, scarcity is part of the equation to be part of a luxury environment.”
Asked how Lamborghini resolves the natural tension between a designer’s vision, an engineer’s constraints, and a finance department’s budget, Farmeschi described an iterative, back-and-forth process rather than a single decisive moment. “The designer comes to the table with something really cool, and then you start the feasibility. Sometimes it’s not feasible, sometimes it comes with a cost, and so you go back and forth until all the elements are connected.” Ultimately, he said, finding that compromise is his responsibility. “At a certain point, taking the responsibility, you say, this is less important than something else. You can reduce impact on design because of finance, but this is done without diluting the value of the product itself.”
Farmeschi described a constant feedback loop between Lamborghini’s commercial teams and its customer base, gathered from events, test drives, and every other touchpoint along the way. “What is really important is that all we learn from the field is translated into something digestible inside the company, where we can understand if something is appreciated or not, which are also the trends.” That feedback doesn’t just shape the current car, he said; it informs decisions about what comes next, prioritized by how often and how strongly customers raise a given point.
Even amid the glamour of Monterey Car Week, he was clear that Lamborghini’s sales process runs through a structured, dealer-based system. “We usually drive every request and every purchase through the dealer network. We ask the customer which is the preferred dealer, because we are neutral to every dealer, and then we get the dealer connected with the customer so they can go through the process.” Even when he meets prospective buyers personally on-site, as he often does during events like this, his role is to guide them toward the right relationship rather than close the deal himself.
When I asked him to distill the entire Lamborghini experience into a single word, Farmeschi didn’t hesitate. “The effect our customers must have is wow. Every experience with us, either the product or the events, what should remain in their mind is wow. They must be surprised; they must come back with a smile. It’s not just the product; it’s everything. And for every touchpoint, you must get out with wow.” Lamborghini, he added, is “always unexpected,” a word that has defined the brand since its earliest days.
True to form, Lamborghini’s presence at Monterey Car Week extended well past the cars themselves. At the Lamborghini Lounge in Pebble Beach, guests explored the Ad Personam personalization studio and experienced the brand’s growing constellation of lifestyle partnerships throughout the property.
Sonus faber once again transformed the Villa’s soundscape, this time bringing the Il Cremonese Extreme Automobili Lamborghini Edition speaker system and extending its signature Natural Sound technology into the Revuelto SV itself. As Fiore Cappelletto of Bose Corporation, Sonus faber’s parent company, described it: “The Monterey Car Week 2026 marks another defining milestone for Sonus faber. From transforming the Lamborghini Villa with an array of its signature loudspeaker systems, including the customizable, co-branded Il Cremonese Extreme Automobili Lamborghini Edition, to bringing the unmistakable character of Sonus faber’s natural sound to the striking new Revuelto SV, the brand’s presence underscored a partnership united by uncompromising performance, visionary design, and the enduring excellence of Made in Italy.”
Lamborghini’s collaboration with Roger Dubuis, now in its ninth year, continued to translate motorsport DNA directly onto the wrist. According to the Maison, the partnership “relies first and foremost on shared values,” daring aesthetics, a commitment to performance, and the adrenaline of motorsport itself, since its start in 2017. That philosophy shows up in tangible details: the Excalibur Spider Revuelto Flyback Chronograph features a signature “Y”-shaped dial bar that mirrors the Revuelto’s own headlights, while other pieces have drawn from Lamborghini’s air intake shapes, dashboard rev counters, and even a crown modeled after a Huracán wheel nut. Some cars inspire more than others; the Countach, Roger Dubuis says, has been an especially rich source of creative fuel, and iconic Lamborghini colors like Verde Mantis have found their way onto dials as well.
The relationship extends beyond product design into Roger Dubuis’ sponsorship of Lamborghini Squadra Corse’s Super Trofeo racing series, which the Maison describes as a way to bring its own clients trackside for “one-of-a-kind adrenaline moments,” hearing engines roar, feeling the atmosphere of race day, while giving Lamborghini’s racing world a foothold into Roger Dubuis’ own community of collectors.
Between a record-setting gathering of the car that started it all, a hybrid V12 flagship that just rewrote Lamborghini’s own performance benchmarks, and a business posting its strongest half-year revenue on record, this year’s Monterey Car Week told a rare kind of story: one where a brand’s past, present, and future all showed up to the same party.
Sixty years after the Miura first proved that a supercar could also be a work of art, Lamborghini’s leadership, from the executive steering its flagship product line to the designer safeguarding its visual soul, remains fixed on the same idea that Farmeschi put so simply: that every touchpoint should leave you with one feeling: Wow.
[Media access provided by Lamborghini. Image credits: Christina-Lauren Pollack and Samuel Cortez for Inspirations & Celebrations. All opinions are my own.]