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Lamborghini President and CEO Stephan Winklemann poses in Calgary before opening the dealership on July 2, 2015.Joanne Elves/The Globe and Mail

From Tommy Bahamas Hawaiian print shirts to Hugo Boss suits with arm candy strutting in seven-inch stiletto heels, the "by invitation only" crowd gathered. Only two cowboy hats entered the room even though it was the eve of the Calgary Stampede. Obviously this was a gathering of horsepower - not horses. It was the official launch of the new Lamborghini dealership in Calgary where a line-up of Aventador and Gallardo super sport cars had enthusiasts whispering, "Whoa."

It's not every day a Lamborghini dealership opens and this is only the fourth in Canada. Toronto, Montreal and Vancouver are the other three. To welcome the new dealership into the Lamborghini family, president and CEO, Stephan Winkelmann pulled into Cowtown.

Before taking to the stage to congratulate Asgar Virji, on his second Lamborghini dealership, Winkelmann answered a few questions for the Globe and Mail.

Lamborghinis lined up at the opening of the new Calgary dealership on July 2, 2015. for The Globe and Mail Joanne Elves for The Globe and Mail

Question: Why do you think sales doubled in Canada this year from last?

Answer: The sales in 2013-2014 more than doubled due to the Huracán coming to replace the Gallardo, and the Aventador Superveloce is doing great. Plus we have very good partnerships with our dealerships - they bring a lot to the brand and image.

Q: How do you see the Canadian market growing in the near future?

A: For us, it is not important to have the growth. We have one law, to keep supply lower than demand. We keep the expectations very high. In the luxury business you have to keep the demand high. We want to keep production under control.

Q: How does this market compare with the U.S.? - Why did you decide to open a dealership in Calgary? How many Lamborghini's can they foresee selling in the Calgary/Canada before the market is saturated?

A: Canada is an important market. Usually you see the Canadian market being 10 per cent of the U.S. market but that is not the case for us, it is more like 15 per cent. And it is more seasonal due to the climate, but we have passionate people here. The partners who own the dealerships in Canada are very committed to the business. They are very involved with the company and their clients.

Lamborghini looks for the markets. We waited longer to open the Calgary market because we wanted the right partner.

Q: What is the quintessential Lamborghini owner? Who is your audience as in purchaser's not just worshipers?

A: The purchaser is usually a male, he is an entrepreneur, a self-made man. He likes that the car is made in Italy and he is committed to super sports cars. I have realized that they like the way the car comes from the factory and they don't modify it or "pimp it". That is important to us that we are providing what they want.

Q: What are people buying? Speed or style? If it's speed, why? We can't possibly drive 300 km/hour.

They are buying the style first and then the performance. It's about the dream that the purchaser has held since childhood.

The performance is not just that it can go top speeds of 350 km/hour. It is more about the handling. You cannot maintain top speeds, even on race tracks. That is not what it's all about. How it accelerates or handles corners and feels to the driver is what it is about. It's about the power you have in reserve and how beautiful the cars are.

Q: Are the Lamborghinis easy to handle then? Can anyone drive it?

A: Yes, it is easy. We offer our purchasers lessons on the race track and on the road in summer and winter conditions so they know the cars. They learn what the cars are capable of doing and that is astonishing.

Q: Hybrid/electrification. You've build a concept car, but stated that it won't be produced. Will we see Lambos plugged into power docks at high end restaurants?

A: You won't have a super sports car in a pure sense if you add weight with batteries. We know what we want from our vehicles and we don't want to deviate. We tested with a design that could go a set range with speeds over 300 km/h, but the combination added too much weight. It would not be a super sports car in the pure sense anymore. A super sports car is not a daily drive.

It could be feasible in the SUV. The packaging is different so it could be the first car that we attempt a hybrid.

Q: Self-park or Lane assist?

A: You can add all sorts of electronics but it all adds weight. We have to be careful that we are not adding weight for things that might not be needed. Plus, you are driving a super sports car to drive it.

Q: What's next beyond the SUV?

A: The big thing is the third model in 2018. Super sports cars will stay a small market on purpose. Bringing in the third model will be good for us and our customers.

Q: Will you bring the SUV Urus to Canada?

A: Yes. When the SUV Urus goes into production, you know it will do well in Canada.

A: The Germans have low-end models selling in the $30,000 range. Will there ever be a Lamborghini that the masses would consider affordable?

Lamborghini is about exclusivity. Even though this year will be a record year, you will not see too many Lamborghinis on the road. Even if we double the productivity with the SUV, we will still be very excusive.

Q: If you could have any Lamborghini (new or classic) on any road anywhere in the world - what is the car, what is on the radio, who would be with you and where would you be going?

A: I would be driving home, in the newest model, no music and by myself.

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