Lamborghini’s New Americas Boss Has To Sell The Hybrid Era

The Man Taking Over

Lamborghini is coming off a strong 2025, delivering a record 10,747 vehicles worldwide, including 3,347 across the Americas. Still, the Italian marque is shaking up its regional leadership by appointing Christian Mastro as CEO of Automobili Lamborghini America.

Mastro succeeds Andrea Baldi, who had held the position since August 2021. While the press release did not say what is next for Baldi, Mastro will take over with extensive experience with the brand, having joined Automobili Lamborghini in 2004, when the Murciélago was still the marque’s V12 flagship. He later served as General Manager of the APAC region from 2009 to 2013, EMEA Region Director from 2013 to 2018, Commercial Director at Bugatti from 2018 to 2021, and Lamborghini’s Marketing Director from 2021.

New Era, New Problems

Perhaps Baldi's biggest challenge was steering Lamborghini through the post-pandemic market. Mastro, meanwhile, takes over in a different landscape, where one of his biggest tasks will be executing the brand's electrification strategy. That transition has proven costly for some automakers, with companies like Stellantis recording billions of dollars in EV-strategy-related charges last year.

Lamborghini has even walked back its plan to make the Lanzador its first fully electric model, with the fourth model line now expected to arrive by 2030 as a plug-in hybrid instead. For now, the brand’s lineup is fully hybridized, including the Urus, Temerario, and Revuelto.

Mastro will be tasked with strengthening the appeal of these models in the Americas, along with ultra-limited Few-Off creations. He will also work closely with dealer partners across North and South America and oversee key regional initiatives, including the automaker's presence at events such as Monterey Car Week in California.

More Bulls On The Way

Speaking about Mastro, Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, said, “His strategic vision, customer-centric approach and longstanding commitment to the company will ensure continued success and further strengthen our position across this important market.”

One of Mastro's first orders of business will likely be the launch of a new Lamborghini Urus variant, widely expected to be a more aggressive Urus Performante. Given that the Urus has long been the brand's volume driver, meeting expectations will be no small task. Other rumored debuts this year include a convertible version of the Temerario and a more extreme Revuelto, likely wearing the SV badge.

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