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^ And no one else such as Borkert, the Head of Design or Raggiani the Chief Technical Officer had made any follow-up article or video about the new model either; a very unusual* move.   Lamborghini is well aware of what the Ultimae is; or exactly what it is not.

On 7/13/2021 at 2:37 AM, VCR said:

I also agree with DoctaM3.  And that's probably what Lamborghini wants to achieve.  Both the SVJ's and the Ultimae's owners will have their bragging rights on their own relative grounds.  Any veteran members and Lambo enthusiasts here would know which is the superior model.  Do the math and it's obvious that the Ultimae is at least 25kg heavier than the SVJ and without the aero assistance of the latter.  So that added 10hp isn't going to help much.  But for the first-time potential Aventador owners who are stepping up from the V10 cars or new to the brand who prefers a V12 car, the Ultimae has a nice ring to it --- i.e. the "final" and the "most powerful" model.  And there are solid proofs to this: Lamborghini dealerships have received firm deposits on the Ultimae already.  But whether Lamborghini could actually sell all 600 of them or they would need be scaled back the units made just like the Murci LP670-4SV is the big question. 

One only has to look at Lamborghini's Unica app to see that Lamborghini themselves weren't too enthusiastic about the Ultimae.  Only 1 day after the launch thread, they posted a  completely unrelated thread about the Esperienza Giro in China.  That's very unusual as Lamborghini would normally let a car launching thread to gestate for a few days or to post other related threads to help it gain traction.  Not this time.  Goodwood Festive of Speed briefly mentioned the Ultimae's presence only.  And now the app and the website had moved on and started the hype on the 50th anniversary of the Countach which would lead to the launch of the Countach commemorative model.  5 days into its launch and the Ultimae is more or less passe news already; that says something.  And perhaps it's a bit over-analysed but look at the video of Winkelmann's introduction of the Ultimae; what happened to his usual pride and confidence at every launch prior?  He acted as if he was saying let's just get this over and done with and move on.  And no one else such as Borkert, the Head of Design or Raggiani the Chief Technical Officer had made any follow-up article or video about the new model either; a very usual move.  Lamborghini is well aware of what the Ultimae is; or exactly what it is not.

I totally agree. I think this was an opportunity missed if you ask me. I think they are just ready to pivot.