Lamborghini Huracán Augmented Reality Launch
Automobili Lamborghini has become the first automotive company in the world to utilise Augmented Reality technology in the launch of a new model.
May 7, 2020
The AR experience – accessible via select Apple devices – allows viewers to experience the new Lamborghini Huracán EVO Spyder anywhere a smart device can reach and in 1:1 scale
Lamborghini says that, during a time of extreme challenges to the way it conducts business, the company has innovated in order to bring its latest performance car to a global audience.
Lamborghini has used augmented reality to launch the car in an all-new way during this time of global emergency and social distancing. Using Apple’s AR Quick Look, the company is bringing its latest V10 super sports car directly to customers and fans worldwide: all that is needed is an iPhone or iPad*.
The virtual launch of its new model – the Huracán EVO RWD Spyder – occurred on 7 May on its official website www.lamborghini.com.
While looking at the Lamborghini website on an iPhone or iPad, viewers can tap a “See in AR” tab to reveal the all-new open-top rear-wheel drive Huracán EVO Spyder in their driveway, garden or even in their living room.
The virtual experience enables the viewer to rotate and expand the size of the vehicle right up to a real-life 1:1 scale. The viewer can look closely at both exterior and interior details and take pictures of the new Huracán with a high level of photorealism.
Lamborghini says it will soon be rolling out the same degree of functionality for the entire Lamborghini range, creating an immersive virtual showroom.
Automobili Lamborghini continues its spirit of innovation as the first automotive brand to use Augmented Reality (AR).
Stefano Domenicali, Chairman and CEO of Automobili Lamborghini, says the use of Augmented Reality continues the carmaker’s innovative spirit and ability to communicate effectively during challenging times.
“New technologies have accelerated fast during this time of global emergency, and Lamborghini is pioneering exciting new possibilities. Thanks to Apple's AR technology, Lamborghini can be in everyone's home, which is available on hundreds of millions of AR-enabled devices around the world,” he said.
“Apple and Lamborghini share a great passion for design and innovation,” added Phil Schiller, Apple’s senior vice president of Worldwide Marketing.
“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.”
*Apple AR Quick Look requires an iPhone or iPad with iOS 11 and an A9 processor or later. This includes iPhone 6 and later, including iPhone SE, iPad Pro, iPad (5th generation or later), iPad mini (5th generation or later), iPad Air (3rd generation), and iPod touch (7th generation).