Lamborghini unveils a new flagship once every decade and, in recognition of this, chose Rome as the host city for the international dynamic launch of the new Aventador LP 700-4. Various venues in Roma Capitale – the city’s moniker during this year’s celebration of 150 years of Italian unification – served as key locations as more than 150 international journalists and 200 dealership executives joined Lamborghini to experience this new product.
North American media (April 28-30) and dealers (May 5-7) were treated to similar programs during their stay.
Upon arriving in Rome, guests were chauffeured to the Westin Excelsior Hotel, where they would spend the next two nights. Later that evening Lamborghini executives hosted a cocktail hour and informal dinner.
The following morning, guests were shuttled to Autodromo di Vallelunga “Piero Taruffi” racing circuit for classroom workshops and track driving. The day’s events began with a plenary meeting which included introductions of Lamborghini management and engineering team leaders.
On the track, drivers received plenty of seat-time in the new Aventador, experiencing its amazing power-to-weight ratio and precise handling. In the classroom, guests learned about the vehicle’s carbon fiber monocoque, V12 engine, ISR transmission, pushrod suspension and available features.
Evening festivities included a guided walking tour through Rome on the way to a Gala dinner. Famous V12 models were on display throughout the walk, including a Miura, Countach and Murciélago LP 670-4 SuperVeloce. A temporary Collezione Lamborghini store, open to the public from April 21 to May 8, was established inside Scuderie Ruspoli, along the route.
The walk culminated at Chiostro del Bramante, a courtyard commissioned in 1500 which features Raffael’s Le Sibille fresco. Guests dined in the courtyard and strolled through adjoining rooms featuring a temporary museum dedicated to Lamborghini; La Forza del Toro. A collection of historic Lamborghini documents and photographs were on display along with a selection of engines including the Aventador’s clean-sheet, 700-horsepower V12 engine.
At the dealer reception, Lamborghini America COO Wolfgang Hoffmann addressed North American dealers, and guests were treated to a fashion show featuring the newest Collezione items. Grounded in the past – and with a full view of the future – the Lamborghini Aventador was presented to the public with an energy and backdrop that only Roma Capitale could provide.