Lamborghini La Prima: an unforgettable emotion

The unveiling of a new Lamborghini is a one-of-a-kind event for its owner. This is why La Prima, the exclusive immersive experience to make the presentation of each new model an unforgettable emotion, returns to our HQ in Sant’Agata Bolognese on 1st September.

The journey begins with a deep dive into the world of Lamborghini, starting with a VIP tour of the factory and culminating with the unveiling of the new Aventador, Huracán or Urus to its owner and the beginning of a life-long love affair.

La Prima also offers a Lifestyle Experience: several days on board the newly purchased car (for EU citizens only) or one of the new models provided by the program, with a Concierge service active 24/7 and the possibility to choose one of the sixteen different itineraries through Italian history, culture and flavors.

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