Pagani wanted to make an electric car, but "nobody's interested".

While the automotive industry is being electrified at breakneck speed, some prestige brands are holding out. Following in the footsteps of Rimac-Bugatti, Ferrari, Maserati and Lamborghini, it's now Pagani's turn to unveil a clear statement: electric supercars are not the stuff of customer dreams.

An aborted electric project at Pagani

At the last Goodwood Festival of Speed, the Pagani teams revealed information that had remained confidential until now: the current Utopia, the Italian brand's latest V12-powered jewel, was originally intended to be available as a 100 % electric version.

Pagani had set up a dedicated team back in 2016 to develop an electric Utopia, alongside the internal combustion version. A serious project, well advanced, with extensive discussions with suppliers, notably Mercedes-AMG, Pagani's long-standing partner for V12 engines. But everything came to a screeching halt.

Why was this? The answer is as simple as it is brutal: nobody wanted it.

"We presented the idea to our dealers and customers, but none showed any interest," explains Sebastian Berridi, press manager at Pagani.
"We're a family business, so we couldn't go against our economic interest."

The quiet flop of electric supercars

Pagani is not an isolated case. Even Rimac, creator of the Nevera electric supercar, is struggling to sell its 150 units. Wealthy customers are not rushing in.

Why? Because in their eyes, the mechanical thrill of the V12 remains irreplaceable, whereas electric cars, even ultra-high-performance ones, lack emotion and character. In fact, cars like the Tesla Model S Plaid or Lucid Air Sapphire already offer blistering acceleration at a fraction of the price.

Maserati, with its Folgore range, received a lukewarm welcome. Lamborghini pushes back its first 100 % electric car to 2029. Ferrari, for its part, won't present any until 2026. All these brands now seem to be going backwards or slowing down, faced with non-existent demand in this niche.

The V12 remains king... until further notice

At Pagani, the AMG 6.0-liter twin-turbo V12 remains at the heart of the philosophy. It has been homologated until 2030 in Europe, and 2032 in California.

"The V12 is a celebration. It's pure mechanical engineering. It's what our customers expect."

Nor is there any question of compromising with a hybrid system, deemed too cumbersome and complex by the Italian brand. As for a future electric car? Pagani is continuing its research, but it will only see the light of day if it drives like a real Pagani, light, lively and emotional. For the moment, current technologies don't allow this.

"Simulations show that an electric Pagani would weigh 600 to 700 kg more. And given the low annual mileage of our cars, the ecological impact would be questionable," adds Berridi.