Start With a Little Theater
Gimmicks can help automakers stand out, even if some offer little practical benefit. Over at Lamborghini, the Italian marque wants to evoke a certain emotion whenever drivers start their vehicles with its fighter jet-like start/stop switch – a gimmick design director Mitja Borkert believes owners will not tire of.
Speaking with CarBuzz, Borkert said the start/stop switch found in the Temerario, Revuelto, and Urus creates “the right amount of emotions,” even though it makes the starting sequence a little slower. For the uninitiated, drivers must first flip up a red cover before pressing the ignition button, a sequence that feels a bit like launching a rocket.
Lamborghini
The Switch That Became a Signature
The fighter jet-like start/stop switch debuted in the Aventador in 2011. Given the loud, theatrical sound of Lamborghini engines, the ignition setup feels more fitting than it would in mass-market cars like the Toyota Corolla and Honda Civic, where it might seem unnecessary.
In addition to enhancing the experience, Borkert said the ignition switch helps reinforce the brand’s identity across its model lineup.
Electrified powertrains have made the extreme performance once reserved for exotics increasingly common, essentially dulling the traditional horsepower wars. Nevertheless, Borkert is not worried, as the brand’s distinctive touches can still help it stand out.
“We are judged by smiles. We can reach records, but we also reach them with goosebumps and a smile. That’s key for us,” he said.
Kyle Edward
Bringing Back Buttons
With the rise of digitalization, many enthusiasts have developed a renewed appreciation for analog controls. Ferrari, for example, once faced criticism after replacing physical steering-wheel buttons, including its traditional start button, with capacitive controls.
Well, because consolidating functions into screens can reduce parts and manufacturing costs, itis no surprise that some would adopt a more digital finish; Tesla EVs even use their touchscreens as the primary means of shifting between Drive and Reverse. As such, the fighter jet-like start/stop switch and other analog controls in Lamborghini vehicles may become even more appreciated over time.
Porsche has long used a similarly evocative touch by positioning the ignition on the left-hand side behind the steering wheel. The design choice dates back to old Le Mans-style starts, allowing drivers to start the engine with their left hand while shifting a gear with their right.
Kyle Edward
