Automobili Lamborghini is the first automotive brand to use Augmented Reality (AR) for the virtual launch of its new model, the Huracán EVO RWD Spyder on 7 May

Lamborghini is using AR 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 on its official website www.lamborghini.com.

While looking at the Lamborghini website on iPhone or iPad, one can simply tap “See in AR” and the new open-top rear-wheel drive model is there. The virtual experience enables the viewer to rotate and expand the size of the vehicle, including on a 1:1 scale, looking closely at both its exterior and interior details and taking pictures of the new car with a high level of photorealism. This functionality will soon be available for the entire Lamborghini range.

Stefano Domenicali, chairman and CEO of Automobili Lamborghini said, “At a time of major business challenges, Lamborghini is innovating once again and exploring new methods of communication. New technologies have accelerated fast 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.”

“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,” said 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.”