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Automobili Lamborghini returned to Monterey Car Week to further enhance the magical atmosphere of the pinnacle of automotive events with exclusive previews and an immersive brand experience.
Automobili Lamborghini unveiled the all-new Urus Performante, a new benchmark for Super SUV ‘fun to drive’ performance, at The Quail, A Motorsports Gathering. The Urus Performante is the newest and most technologically advanced version of the Super SUV model to date, which is now the fastest production SUV to climb to the Pikes Peak summit (10:32.064).
In addition to the Urus Performante, Lamborghini displayed an array of models at The Quail, including the open-top Huracán EVO RWD Spyder, the race- inspired Huracán STO and the new Huracán Tecnica, designed to deliver the best experience both on the road and on the track.
Always with an eye to the future, Lamborghini also unveiled the company's 60th anniversary logo ahead of the global celebrations that will occur throughout 2023. The largest gathering will take place in May in Sant'Agata Bolognese, the home of Lamborghini, to commemorate "the future that began in 1963". The logo design is inspired by the brand's fighting bull heritage, representing the muscular tenacity forever embodied in generations of Lamborghini vehicles and the brand's DNA.
As a tribute to Lamborghini's creation of the first super SUV in history and highlighting the car that paved the way to off-road vehicles, a selection of LM 002s from American collectors were showcased. Like the LM 002, which was first unveiled 40 years ago at the Geneva Auto Show, the Urus created a new Super SUV class of its own, reimagining the Lamborghini offering and overall trajectory of the brand.
For the third year running, Automobili Lamborghini welcomed VIP guests to the exclusive Lamborghini Lounge Monterey, a private villa transformed into an immersive brand experience reflecting modern Italian heritage.
The Lounge Monterey, overlooking the iconic 18th fairway of Pebble Beach Golf Links, provided a spectacular setting within which to display the all-new, record breaking Urus Performante launched at The Quail, A Motorsports Gathering.
The 'Minotauro' Huracán EVO, hand-painted by internationally acclaimed artist Paolo Troilo, expresses the dynamic energy and raw emotions he experienced while driving the vehicle. With powerful imagery, the art piece brings together “man” (the male figure painted on the car’s body), “bull” (Lamborghini’s emblem), and “myth” (the EVO’s dashing abilities) – Minotaur, Minotauro. Paolo Troilo also completed an original artwork in front of guests at the Lounge Monterey, starting with a blank canvas and painting with his fingertips, a signature technique that has made him unique in the art world.
In the dedicated Ad Personam studio, customers could customize and order the Lamborghini of their dreams by choosing from countless assortments of exterior colors, interior upholsteries, finishes and details and then visualize the finished product using the virtual configurator.
Guests could enjoy personalization experiences with a dedicated fragrance bar where they worked with an expert perfumer to customize their own unique fragrance. Additionally, at the leather bar, travel accessories could be monogrammed on-site for a special take away.
Viewed on the Concept Lawn alongside the automotive industry’s latest innovations, the Urus Performante sported a camouflage wrap, having also been modified to comply with the safety regulations of the Pikes Peak International Hillclimb.
The Pebble Beach Concours d’Elegance recognizes not only the best cars in the world, but also the experts and enthusiasts who continue the tradition of elegance in automobiles today. Participating in the Concours d’Elegance were both Stephan Winkelmann, and Automobili Lamborghini Head of Design, Mitja Borkert, serving as Honorary Judges during Sunday’s ceremonies.