It was around a month and a half before the 2020 Geneva International Motor Show that Lamborghini announced it would have skipped the event. Then, even with the pandemic affecting the entire industry, media and enthusiasts got a degree of satisfaction. New models were presented through online events streamed on every social media platform.
Fast-forward to two months later, and it looks like Lamborghini managed once again (here are more insights on Lamborghini’s online marketing) to steal the online show with the presentation of its new Huracán EVO RWD Spyder. This time not only by picking a date for a separate event but by being the first company ever to present a new car with Augmented Reality (AR).
The EVO RWD Spyder is the soft-top version of the latest iteration of the ‘entry-level’ Lamborghini. And like its predecessors it is a very important addition to the lineup. As the coupé, it is cheaper than the all-wheel-drive (AWD) version, with the MSRP at £188,000 instead of £218,000 (all before options of course), and has new technology, but it is slightly less powerful.
Lamborghini’s statement for both Huracán EVO RWD Coupé and Spyder is “Rewind to Rear-Wheel Drive”, and in this sentence sits the reason for the existence of this new version of the car. The RWD configuration, common in older Lamborghini’s flagships up until the 90s, has been substituted by the AWD one, for improved traction and acceleration. The new one instead will ‘deliver pure, unfiltered driving excitement’ (Lamborghini), and the majority of the press so far seems to agree.
By looking at the sales history since its introduction in 2013, and 2015 for the Spyder, the model’s success is evident. Even more when thinking that up until 2019 the best-selling Lamborghini of all was the Gallardo with 14,022 vehicles. As of 2019, Huracán has reached 14,528 produced units, and it just got a cheaper version with updated technology and that promises a more exciting driving experience.
On May 7th 2020, Lamborghini published on its social media platforms the link to access the new page containing technical details and information about the vehicle, 3D visualisers, and, most importantly the option to use the AR.
This allowed people to look at the car through the screen of their device like the vehicle was sitting there in front of them, whether indoor or outdoor. Unfortunately, the experience is available only for Apple users, and not for Android devices. This could be for branding reasons or more likely for compatibility ones, being the Android ecosystem much more varied and less controlled.
Regardless, the campaign was an innovative way to stand out from the competition. This is, in fact, an unprecedented way to unveil a new model in the automotive industry, which ties perfectly with Lamborghini’s values of uniqueness and technological innovation.
The announcement of the 7th on the main social media channels got a slightly below average engagement (which is already very high for the industry’s standard), while performing well above it on LinkedIn as shown in the chart.But considering that social media traffic accounts only for about 2% of the total, estimated over the past 30 days, the Huracán unveiling generated significant attention as highlighted in the global ranking improvement based on traffic and engagement since May 7th. This is especially true for the US, Lamborghini’s largest market, where the website ranks 7857th (Source Amazon Alexa.com). The combination of eye-catching yet easy to access technology along with avoiding the direct competition, as it happened for the Virtual Geneva International Motor Show has been very effective.
Remaining truthful to its brand, Lamborghini launches the latest iteration of its best-selling model in an unprecedented way. Regardless, of the positive traffic and engagement results, this AR unveiling is an important display of technological innovation that no other company has exploited so far in this context.
This marketing idea plays perfectly in Lamborghini’s desired image. The concept is perfectly synthesised by the statement used for the Sant’Agata Bolognese Museum rebranding: “Future Shapers Since ‘63”.
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