Italy’s Lamborghini eyes big opportunities in Saudi market

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Lamborghini CEO Stephan Winkelmann says the region is a very important market for the manufacturer and has maintained its importance despite economic challenges. (Supplied)
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Aventador SVJ Roadster. (Supplied)
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Updated 23 June 2021
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Italy’s Lamborghini eyes big opportunities in Saudi market

  • Super-car manufacturer said its Urus SUV has been a ‘game-changer’ for growth in the Kingdom

DUBAI: Lamborghini, the Italian super car manufacturer, sees Saudi Arabia as potentially its strongest market in the Middle East, its CEO Stephan Winkelmann told Arab News.

“The UAE is currently the biggest one, but we think that Saudi Arabia could become the biggest — it’s currently No. 2. We have the right partner today, so there is a big opportunity. We see growth and more potential,” he said.
Lamborghini has partnered with Saudi elite car dealership Samaco and now has outlets in Jeddah, Riyadh and Alkhobar. Winkelmann said that he saw the Urus, the Lamborghini SUV that has been a big success in the region and accounts for half of new sales, as a “game-changer” in Saudi Arabia.
He said that the region was a very important market for the manufacturer and had maintained its importance despite economic and geopolitical challenges.
He was in the Middle East to discuss with dealers and customers the recent $1.8 billion move by the Italian company to turn away from petrol engine cars later this decade, first with hybrid engines, then with an all-electric car.
Winkelmann said the company is also exploring the possibility of a new generation of synthetic fuels in its super-fast models.

HIGHLIGHT

Lamborghini has partnered with Saudi elite car dealership Samaco and now has outlets in Jeddah, Riyadh and Alkhobar.

Although Lamborghini is not the first super car manufacturer to consider going electric, its move away from the internal combustion engine is still a big challenge.
“For us, it’s even tougher because we not only have to reduce emissions but also maintain performance and make it even better than it was before,” Winkelmann said.
Hybrid plug-in versions of the Aventador and Huracan sports cars will be developed in the next couple of years, alongside the Urus. The first all-electric car — a brand new design — will be introduced in the second half of the decade.
Another challenge for Lamborghini will be how to replicate the famous exhaust “crackle” enthusiasts like in the petrol engine cars.
“We have time to think about this. I don’t think we should try to repeat the sound of the engine and exhaust in an electric car. Maybe we will find a new sound or have no sound at all,” Winkelmann said.
Despite the pandemic recession, Lamborghini had one of its most profitable years ever in 2020, as enthusiasts rewarded themselves for the deprivations of lockdown by splashing out on a new super car. The price of a new Urus, for example, starts at around SR1 million ($270,000), but can be much higher with customization and extras.
“People had time to think about their lives in lockdown and what was coming next,” Winkelmann said.


World must prioritize resilience over disruption, economic experts warn

Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience.
Updated 23 January 2026
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World must prioritize resilience over disruption, economic experts warn

  • Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years
  • Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience

DAVOS: Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience, as global leaders gathered in Davos on Friday against a backdrop of trade tensions, geopolitical uncertainty and rapid technological change.

Speaking on the final day of the World Economic Forum in Davos, Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years.

“We need to define who ‘we’ are in this so-called new world order,” he said, arguing that many emerging economies had been adapting to a more fragmented global system for decades.

Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience. In energy markets, he pointed out that the focus should remain on balancing supply and demand in a way that incentivized investment without harming the global economy.

“Our role in OPEC is to stabilize the market,” he said.

His remarks were echoed by Saudi Arabia’s Minister of Economy and Planning Faisal Alibrahim, who said that uncertainty had weighed heavily on growth, investment and geopolitical risk, but that reality had proven more resilient.

“The economy has adjusted and continues to move forward,” Alibrahim said.

Alibrahim warned that pragmatism had become scarce, trust increasingly transactional, and collaboration more fragile. “Stability cannot be quickly built or bought,” he said.

Alibrahim called for a shift away from preserving the status quo towards the practical ingredients that made cooperation work, stressing discipline and long-term thinking even when views diverged.

Quoting Saudi Arabia’s founding King Abdulaziz Al-Saud, he added: “Facing challenges requires strength and confidence, there is no virtue in weakness. We cannot sit idle.”

President of the European Central Bank Christine Lagarde stressed the importance of distinguishing meaningful data from headline noise, saying: “Our duty as central bankers is to separate the signal from the noise. The real numbers are growth numbers not nominal ones.”

Managing Director of the IMF Kristalina Georgieva echoed Lagarde’s sentiments, saying that the world had entered a more “shock prone” environment shaped by technology and geopolitics.

Director General of the World Trade Organization Ngozi Okonjo-Iweala said that the global trade systems currently in place were remarkably resilient, pointing out that 72 percent of global trade continued despite disruptions.

She urged governments and businesses, however, to avoid overreacting.

Okonjo Iweala said that a return to the old order was unlikely, but trade would remain essential. Georgieva agreed, saying global trade would continue, albeit in a different form.

Georgieva warned that AI would accelerate economic transformation at an unprecedented speed. The IMF expects 60 percent of jobs to be affected by AI, either enhanced or displaced, with entry-level roles and middle-class workers facing the greatest pressure.

Lagarde warned that without cooperation, capital and data flows would suffer, undermining productivity and growth.

Al-Jadaan said that power dynamics had always shaped global relations, but dialogue remained essential. “The fact that thousands of leaders came here says something,” he said. “Some things cannot be done alone.”

In another session titled Geopolitical Risks Outlook for 2026, former US Democratic representative Jane Harman said that because of AI, the world was safer in some ways but worse off in others.

“I think AI can make the world riskier if it gets in the wrong hands and is used without guardrails to kill all of us. But AI also has enormous promise. AI may be a development tool that moves the third world ahead faster than our world, which has pretty messy politics,” she said.

American economist Eswar Prasad said that currently the world was in a “doom loop.”

Prasad said that the global economy was stuck in a negative-feedback loop and economics, domestic politics and geopolitics were only bringing out the worst in each other.

“Technology could lead to shared prosperity but what we are seeing is much more concentration of economic and financial power within and between countries, potentially making it a destabilizing force,” he said.

Prasad predicted that AI and tech development would impact growing economies the most. But he said that there was uncertainty about whether these developments would create job opportunities and growth in developing countries.

Professor of international political economy at the University of New South Wales in Australia, Elizabeth Thurbon, said that China was driving a Green Energy transition in a way that should be modeled by the rest of the world.

“The Chinese government is using the Green Energy Transition to boost energy security and is manufacturing its own energy to reduce reliance on fossil fuel imports,” she explained.

Thurbon said that China was using this transition to boost economic security, social security and geostrategic security. She viewed this as a huge security-enhancing opportunity and every country had the ability to use the energy transition as a national security multiplier. 

“We are seeing an enormous dynamism across emerging market economies driven by China. This boom loop is being driven by enormous investments in green energy. Two-thirds of global investment flowing into renewable energy is driven largely by China,” she said.

Thurbon said that China was taking an interesting approach to building relationships with countries by putting economic engagement on the forefront of what they had to offer.

“China is doing all it can to ensure economic partnership with emerging economies are productive. It’s important to approach alliances as not just political alliances but investment in economy, future and the flourishment of a state,” she said.

The panel criticized global economic treaties and laws, and expressed the need for immediate reforms in economic governing bodies.

“If you are a developing economy, the rules of the WTO, for example, are not helpful for you to develop. A lot of the rules make it difficult to pursue an economic development agenda. These regulations are not allowing the economies to grow,” Thurbon said.

“Serious reform must be made in international trade agreements, economic bodies and rules and guidelines,” she added.

Prasad echoed this sentiment and said there was a need for national and international reform in global economic institutions.

“These institutions are not working very well so we can reconfigure them or rebuild them from scratch. But unfortunately the task of rebuilding falls into the hands of those who are shredding them,” he said.

WEF attendees were invited to join the Global Collaboration and Growth meeting to be held in Saudi Arabia in April 2026 to continue addressing the complex global challenges and engage in dialogue.