Lamborghini is keen to embrace its inner crazy, and offer even more personalisation, in order to grow profits while maintaining exclusivity.

Federico Foschini, Lamborghini’s chief marketing and sales officer, told Autocar the company can “can do a lot of stuff with the Sterrato”, and claimed “the market is there” for more Sterrato variants in the future.

Launched in 2022, the Huracan Sterrato was a limited-edition variant with suspension jacked up by 44mm, track widened by at least 30mm, chunky wheel-arch extensions, off-road tyres, a mechanical self-locking rear differential, and more underbody protection.

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“We don’t only want to upgrade, we want to surprise,” he said, hinting the Sterrato theme will be applied not only to the Temerario, the Huracan’s replacement, but also the Urus SUV and V12-powered Revuelto.

While giving the Urus the Sterrato treatment may seem an obvious move, Mr Foschini said the brand is “always looking for crazy things in all dimensions”, and cited the example of the stripped-back track-only Urus ST-X.

Lamborghini sold a record of 10,687 vehicles in 2024, but Mr Foschini said: “We want to keep the exclusivity”.

One avenue the company has been employing since 2007 to keep new designs trickling out the door are a succession of ‘few-off’ models. These have unique bodies and uprated drivetrains, but are based on an existing full-production model.