In Dialog with Mitja Borkert

The Lamborghini Urus is a hugely successful car. What are the key features and elements that make it so popular with the public?
The Urus represents a perfect synthesis of the core DNA that defines Lamborghini: driving emotion, unmistakable design, a powerful sound signature, and outstanding performance. It translates the essence of a supersports car into a completely new segment.

At Lamborghini, everything starts with the brand. We stand for a strong and distinctive vision, and our customers are not simply looking for a vehicle, they are seeking a dream that goes beyond expectations. Our values are bold, authentic, and unexpected, and the Urus embodies all of them.

Its success also comes from impeccable timing. The Urus entered the market at exactly the right moment, responding to a growing demand for high-performance SUVs while remaining true to our identity. From a design perspective, it stands out with exceptional proportions and a clear, recognizable design language. In many ways, it is the supersports car of its segment, offering the best of both worlds: everyday usability and pure Lamborghini performance.

What are points of Lamborghini doing it so different? How can this be reflected within the Urus?
What sets Lamborghini apart is our holistic approach, we don’t focus on individual attributes in isolation, but on creating a complete and immersive experience. Every element must work together to deliver the full emotional impact of what it means to drive and own a Lamborghini.

This philosophy is clearly reflected in the Urus. It combines a strong and unmistakable Lamborghini design language with highly emotional driving dynamics and a true sense of high performance. At the same time, we place great importance on the authenticity of the interior experience, ensuring that every detail contributes to the feeling of being in a supersports car.

A key element is also the sound and overall atmosphere created by the powertrain. Even in its electrified PHEV configuration, it delivers a distinctive and engaging character, reinforcing the emotional connection between driver and car. The result is not just a high-performance SUV, but a true Lamborghini in every sense.

How can design help to create an outstanding product?
For me, the foundation of an outstanding product is a clear and consistent design DNA. At Lamborghini, design is never just about aesthetics, it is a holistic discipline that shapes the entire experience.

It begins with an instantly recognizable exterior, defined by strong proportions and a distinctive silhouette. Inside, we create a »feel like a pilot« environment, where the cockpit is focused on the driver and every element enhances the sense of control and engagement. This extends into what we call »pilot interaction«, the user experience across all touchpoints, where digital and physical elements come together seamlessly.

Another key aspect is our approach to personalization. Through an extensive palette of colors and the use of exclusive, high-quality materials, we give customers the opportunity to express their individuality. The Urus, for example, is one of the most versatile SUVs in terms of customization, with over 150 color options available.

Ultimately, great design ensures that a Lamborghini is immediately recognizable even from a distance and delivers a strong emotional identity that goes far beyond function.

What is Lamborghini’s design philosophy? What are the distinctive design elements that characterise a Lamborghini?
What makes Lamborghini unique is its immediate emotional impact. Our cars have a strong appeal to younger generations, they are true showstoppers. When a Lamborghini is parked somewhere, it creates what I like to call a »spaceship moment«. Even children instantly recognize it, and that emotional connection is very powerful.

At the core of our design philosophy is a clear and consistent language. One of the most defining elements is the »single center line« silhouette, a concept that dates back to the Lamborghini Countach in the 1970s. It remains one of the strongest and most recognizable silhouettes in the automotive world. Equally important are the front and rear views, which are direct, sharp, and unmistakable.

The overall architecture is inspired by a spaceship, with strongly inclined side windows that enhance both dynamism and recognizability. Proportions also play a critical role. We always express the position of the powertrain clearly within the design, reinforcing the performance-oriented character of the car. Signature graphic elements such as hexagonal forms and Y-shaped motifs are essential identifiers across our models.

Another key principle is clarity within our model range. Every Lamborghini must have its own distinct design mission, ensuring there is no confusion for the customer while maintaining a coherent brand identity.

Inside the car, our »feel like a pilot« philosophy defines the experience. The seating position is low and deeply integrated, like in a supersports car, combined with a slim, lightweight dashboard and optimal visibility for both road and track driving. Iconic elements also shape the interaction: the start procedure, for example, features a safety cover inspired by jet aircraft, while driving modes are controlled via the »ANIMA« selector – »anima« meaning »soul« in Italian.

In the Urus, a distinctive feature is the »Tamburo« (Italian for »drum«) a central control element that acts as a sculptural interface for key functions such as driving modes and gear selection.

Ultimately, our goal is consistency and authenticity. Every single component, even when separated from the vehicle, must still speak the Lamborghini design language. That is how we create a product that is not only recognizable, but truly iconic.

What are your design goals? What is the person Mitja Borkert standing for?
I am deeply fascinated by the Lamborghini brand. Living and working in Italy, and being part of this unique culture, is both a great honor and a genuine pleasure.

What I stand for is a combination of high creativity, a clear vision for the next design step the company needs to take, and strong leadership of an international and highly talented design team. In many ways, I see myself as the coach of a football team: guiding, challenging, and bringing out the best in each individual to achieve a common goal.

I am equally passionate about the big picture and the smallest details. Designing a Lamborghini is, for me, very similar to composing music. The brand is the artist, and each model is like a different but instantly recognizable song, built from strong creative elements, powerful rhythms, and emotional impact that stays with you.

Ultimately, the goal of design is to anticipate what comes next. My role is to act as a bridge between the board, the future vision, and the design team. I help translate strategy into creativity, while also taking responsibility for the feedback and final direction of our design language.

How can we imagine a typical day within the creative day of the daily life of a Designer in Sant’Agata Bolognese.
My day usually begins with the drive through the Modena traffic, where you often encounter some of the most iconic and inspiring cars in the world, which is pretty common here being in the heart of the Motor Valley.

Arriving at our headquarters in Sant’Agata Bolognese and passing by the Lamborghini museum is a daily reminder of the importance and legacy of our design heritage. Seeing colleagues arrive each morning reinforces a strong sense of responsibility to create something meaningful and successful that will shape the future of the company.

Once I enter the Centro Stile, it feels like stepping into a different timeframe. We are no longer in the present but thinking five to ten years ahead. The environment is filled with creativity – sketches, scale models, full-size clay sculptures, and production cars – all contributing to a highly dynamic and inspiring atmosphere.

The day is a balance between creative exploration and structured decision-making. We review sketches and concepts on our digital power walls, refine proportions on clay models, and continuously discuss the evolution of each project. Close collaboration with engineering teams is essential, as we integrate new technologies and technical requirements into the design vision.

There are also key decision moments, where design plays a central role as the point of convergence for multiple disciplines. At times, we engage directly with clients for highly exclusive, bespoke projects or collaborate with external partners on brand extensions, from motorcycles to sports equipment.

By the evening, usually around 19:15, I head home to recharge creatively. Spending time with my family is essential, they share my passion for cars and motorcycles, and that balance helps sustain the energy needed for the work we do.

What are the Lamborghini success recipes that could be considered by others?
At the core, it all starts with a strong and authentic brand. You need a clear identity, something that is young in mindset, contemporary, and relevant. It’s about creating a genuine desire, an appetite for people to want to be part of that brand and to own a piece of it.

Of course, success is always tied to a solid business foundation. Being part of the Volkswagen Group provides us with strength, stability, and the ability to think long-term, which is a key factor in our success story.

From a design perspective, consistency is everything. It’s about defining a clear design DNA and following it with discipline. Lamborghini has become a legend not by chance, but through decades of focused, consistent work and a strong commitment to its identity.

Even when facing challenges or external pressures, it’s important to stay on your path. Be true to who you are, remain authentic, and build a strong emotional connection with your customers. Convince them not only with performance, but with vision and character.

And finally, something that is often underestimated is to enjoy what you do. Passion, optimism, and a positive spirit are essential ingredients in creating something truly exceptional.