Lamborghini to unveil new sports car in AR

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To view the Huracán EVO RWD Spyder in AR, visit the Lamborghini website on certain iPhone or iPad devices, and tap ‘See in AR’

Quick read

➨ The Italian luxury automotive manufacturer will unveil the Huracán EVO RWD Spyder at 1pm CET / 12pm GMT on www.lamborghini.com
➨ Lamborghini has turned to Apple’s AR Quick Look to draw attention to its latest V10 super sports car
➨ Lamborghini said it plans to make this functionality available for its entire range of cars

The story

Lamborghini claims it will become the first automotive manufacturer to use AR for the virtual launch of a new model today.

The Italian luxury automotive manufacturer will unveil the Huracán EVO RWD Spyder at 1pm CET / 12pm GMT on www.lamborghini.com.

In a bid to access customers and fans when much of the world remains in lockdown due to the Covid-19 pandemic, Lamborghini has turned to Apple’s AR Quick Look to draw attention to its latest V10 super sports car.

To view the Huracán EVO RWD Spyder in AR, visit the automotive manufacturer’s website on certain iPhone or iPad devices, and tap ‘See in AR’ to admire the open-top rear-wheel drive model. Viewers require an iPhone or iPad with iOS 11 and an A9 processor or later.

The virtual experience enables the viewer to rotate and expand the size of the vehicle, including on a 1:1 scale, to look closely at both its exterior and interior details, and to take pictures of the new car with a high level of photorealism.

The automotive manufacturer plans to make this functionality available for its entire range of cars.

“New technologies have accelerated rapidly during this time of global emergency, and Lamborghini is pioneering exciting new possibilities.”

Stefano Domenicali, Automobili Lamborghini

Stefano Domenicali, chairman and chief executive officer of Automobili Lamborghini, welcomed the opportunity to market the new car in this way at such a difficult time for both businesses and customers.

He said: “At a time of major business challenges, Lamborghini is innovating once again and exploring new methods of communication. New technologies have accelerated rapidly during this time of global emergency, and Lamborghini is pioneering exciting new possibilities.”

“Lamborghini can be in everyone’s home thanks to Apple’s AR technology, which is available on hundreds of millions of AR-enabled devices around the world.”

Phil Schiller, senior vice president of worldwide marketing at Apple, added: “Apple cares deeply about the people of Italy and our friends at Lamborghini. We are inspired by their commitment to return to work safely during this critical time.”

“Apple and Lamborghini share a great passion for design and innovation. We are excited to support the launch of the new Lamborghini with Apple’s augmented reality technology, so that their fans around the world can experience it from the safety of their own homes.”

Lamborghini’s decision to unveil a new model using AR follows Volkswagen’s virtual motor show last month, which was staged after this year’s Geneva International Motor Show was cancelled due to the Covid-19 pandemic.

The 360° tour offered an interactive digital experience allowing visitors to immerse into the show. They could stroll across the booth, view vehicles from all sides, and change colours and wheel rim configurations using easy-to-use functions.

Image: The new Huracán RWD Spyder combines a new exterior design with the manufacturer’s V10 engine