---
id: "quote-lamborghini-purpose"
type: "quote"
source_timestamps: ["§ [ Stage 1 ] Decide Whether You Need an AI Agent"]
tags: ["luxury-branding", "ai-resistance"]
related: ["entity-lamborghini", "claim-ai-resistance-domains", "contrarian-rejecting-ai-as-premium", "entity-stephan-winkelmann"]
speaker: "Stephan Winkelmann"
speakers: ["Stephan Winkelmann"]
quote: "The purpose of a car like a Lamborghini is to drive it, not be driven in it."
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's Stance on Autonomy

> "The purpose of a car like a Lamborghini is to drive it, not be driven in it."
> — [[entity-stephan-winkelmann]], CEO of [[entity-lamborghini]]

**Context.** The distilled rationale for Stage 1 of [[framework-three-stages-agentic-adoption]]: for products where the *human experience is the value*, rejecting AI automation is the correct strategy. Anchors [[claim-ai-resistance-domains]] and [[contrarian-rejecting-ai-as-premium]].

**Enrichment note.** Consistent with luxury-brand positioning; the specific attribution is not independently validated by the enrichment search set.