--- title: "Lamborghini’s CMO Says Emotion Isn’t Just Sound, It’s the Feeling of Control" date: "2026-08-14" modified: "2026-08-14" authors: - name: "Joel Feder" job_title: "Director of Content and Product" link: "https://www.thedrive.com/authors/joel-feder" url: "https://www.thedrive.com/news/lamborghinis-cmo-says-emotion-isnt-just-sound-its-the-feeling-of-control" categories: - "Lamborghini News" - "News" - "News by Brand" tags: - "Supercar" --- # Lamborghini’s CMO Says Emotion Isn’t Just Sound, It’s the Feeling of Control ![Lamborghini Revuelto SV]() *\Lamborghini\  * "There will be sooner or later a limit, because zero is the limit," Lamborghini Chief Marketing Officer Federico Foschini told *The Drive*, noting you can't do 0-60 in zero seconds. One of the most powerful men at the storied Italian automaker noted the reality of physics just before saying, "emotion is not only the sound, but also the way you are engaged while driving in time of braking, accelerating, and shifting." In an era where [three-row SUVs now have more power]() than [Lamborghini's latest supercar wearing a Super Veloce badge](), Foschini explained how improving a car's performance must now be broader than it has been historically. Foschini told *The Drive*, "So, for this reason we decided not only to improve the performance of the car on the longitudinal performance, but we decided to bring these \[other attributes\] on the test track. And what is important, and I think that you will discover with \[the power\] routing, it is not only the pure performance, it's also the feeling that it's giving you as such a complex system, to be able to handle, let's say, a powerful car, completely reducing, or, let's say, eliminating the sense of the weight, being able to dominate, or to handle properly this kind of powertrain over in 1000 hp." ![Lamborghini Revuelto SV]() **Lamborghini** That "feeling" of being able to handle and dominate a track with over 1,000 hp is what Foschini pointed to as emotion via engagement. "As you can see, we were working exactly this kind of field, no? We were working on the field of the braking, on the field of reducing the shifting time, increasing the responsiveness. So these are all elements that are giving you additional driving emotion, increasing your engagement, but also giving you the feeling, if you are not a professional driver, to be able to handle a car with each kind of, let's say, power, but also able to deserve this kind of performance, also for not professional driver," Foschini said. Foschini continued "And this is what we are aiming to do, you know, to bring the performance, not only to people that are racing drivers, but also to people that are driving the car normally, maybe our skills, but not really professional drivers." ![Lamborghini Revuelto SV]() **Lamborghini** To that end Lamborghini introduced a Pilota driving mode in the new Revuelto SV. The new mode is said to be derived from the automaker's GT3 racing program with five levels of control across the ABS, traction control, and stability control system. How else Lamborghini will evolve emotion beyond sound and into engagement is yet to seen. Foschini didn't elaborate but the latest Revuelto model hints at the future. *Got a tip? Send us a line at tips@thedrivecom* ## Author Overseeing what you see, read, touch, hear, and interact with from the vast lakes of Minnesota, Joel Feder shapes how The Drive looks and operates as the head of content and product initiatives. On a daily basis, Joel leads the newsroom and editorial staff playing point on both short-term coverage and long-term strategic plans. His mission is to help ensure The Drive shapes the future of automotive media by helping the team execute original reporting, breaking news, and exclusive opportunities. Regarded as an industry insider and recognized by colleagues, fellow journalists, and manufacturers as a point-person and leader in the industry, Joel owns and runs the largest automotive professionals group on Facebook in an effort to serve and help others. Joel serves as a juror for the World Car Awards. In addition, he is the board chair and chair of the governance and nominating committee for Move Forward MN, a local non-profit that helps at-risk youth with barrier-free mental health and housing services. While you’re reading this he’s either on his computer or iPhone chasing the latest news or drafting a story. ### Author social links [Instagram]() [LinkedIn]() [Bluesky]() [Email]()