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Automobili Lamborghini has become the first automotive brand to use Augmented Reality (AR) for the virtual launch of a new model.

Using Apple’s AR Quick Look, its latest V10 super sports car, the Huracán EVO RWD Spyder, can be viewed using AR on iPhones or iPads.

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.

Stefano Domenicali, Chairman and CEO of Automobili Lamborghini, says: “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. Starting tomorrow, 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.”

Phil Schiller, Apple’s senior vice president of Worldwide Marketing, adds: “Apple and Lamborghini share a great passion for design and innovation. 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.”

Domenicali comments:“The Huracán EVO Rear-Wheel Drive Spyder doubles the driving fun, delivering raw driving pleasure with the opportunity to celebrate life outside. The driver is perfectly in touch with Lamborghini’s engineering heritage, experiencing the feedback and engagement from the set-up of a rear-wheel drive car where electronic intrusion is minimized, while enjoying the sense of freedom and spirit of life that only open-top driving provides.”


For more on this story and to download a copyright-free images of the Huracán EVO RWD Spyde, click on this link.

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