---
id: "entity-lamborghini"
type: "entity"
entityType: "organization"
canonicalName: "Lamborghini"
aliases: []
source_timestamps: ["§ [ Stage 1 ] Decide Whether You Need an AI Agent"]
tags: ["luxury", "automotive", "ai-resistance"]
related: ["claim-ai-resistance-domains", "contrarian-rejecting-ai-as-premium", "quote-lamborghini-purpose", "entity-stephan-winkelmann"]
sources: ["agentic"]
sourceVaultSlug: "hbr-seg-agentic"
originDay: 6
articleStem: "hbr-ext-18-preparing-brand-agentic-ai"
sourceUrl: "https://hbr.org/2026/03/preparing-your-brand-for-agentic-ai"
sourceTitle: "Preparing Your Brand for Agentic AI"
---
# Lamborghini

The prime example of a brand correctly identifying when *not* to use AI (Stage 1 of [[framework-three-stages-agentic-adoption]]). CEO [[entity-stephan-winkelmann]] deliberately rejected autonomous-driving technology because the product's core value proposition is the visceral human experience of driving, not efficiency — see [[quote-lamborghini-purpose]]. Lamborghini anchors both [[claim-ai-resistance-domains]] and [[contrarian-rejecting-ai-as-premium]].

**Enrichment note.** The stance is consistent with luxury-brand positioning, but the specific quote attribution to Winkelmann is not validated by the enrichment search set.