Following a brief spell at Audi, Domenicali was appointed CEO by Lamborghini early in 2016. While history shows Lamborghini’s fortunes soared following his arrival, Domenicali would be the first to point out the framework that underpinned the renaissance had been put in place long before his appointment. Nonetheless, having sold 3245 cars globally in the year before Domenicali first set foot in Sant’Agata, Lamborghini last year posted record annual sales figures, moving 5750 cars.

So it is no longer the case that the role of president and CEO of Automobili Lamborghini is a palliative one, because although this brand has peered over the edge and into oblivion countless times during its 56-year history, today Lamborghini is alive and kicking. Instead, Domenicali is tasked with expanding sales even further and with introducing new models, making the company he oversees today a thorn in the side of the one he left five years ago.

What follows is his five-part plan to lead Lamborghini into a bright future – and consequently to tackle his former employer Ferrari head-on.

1. Increase brand awareness

“We saw there was the potential for big growth in terms of global brand awareness of Lamborghini,” Domenicali offers. “In new markets, our heritage has zero value. They don’t know about Lamborghini. Success in new markets is with the younger generation, which is why we must show that we are the coolest, the sportiest and the most dynamic brand.”

And in traditional markets? “We needed to position our brand in a different way,” he says. “We have to be seen to be less polarising. Before, you either loved Lamborghini or you hated it. Now, you either love it or you don’t like it. But whichever it is, you recognise this is a brand with a very strong identity.”

Having traded for so long on its reputation for building the wildest and most fearsome supercars on the planet, Lamborghini has tried in recent times to put forward a friendlier public face. In Domenicali’s words, Lamborghini now wants to be a “happy brand”.

2. Grow sales

Last year, Lamborghini’s global sales leapt up by almost 70%. Were Domenicali a less humble man he might attribute that particular success to his own radiant genius, but he’s quick to point out that a sizeable leap was inevitable following the launch of the Urus super-SUV. This being its first full year on sale, the marque will almost certainly post another record sales year in 2019.