サンタアガタ・ボロネーゼ、2020年5月 – アウトモビリ・ランボルギーニは、5月7日東部標準時7時に公式ウェブサイトで予定されている新型モデル、ウラカンEVO RWDスパイダーのバーチャル発表に拡張現実（AR）を使用する最初の自動車ブランドとして、革新の精神を継続しています。 www.lamborghini.com.
ランボルギーニは、世界的な緊急事態とソーシャルディスタンスの要請が続くこの時期に、拡張現実（AR）を活用し、全く新しい方法で新車を発表します。AppleのAR Quick Lookを活用し、最新のV10スーパースポーツカーを世界中のお客様とファンに直接お届けします。必要なのはiPhoneまたはiPad*だけです。.
iPhoneまたはiPadでランボルギーニのウェブサイトを閲覧中に「ARで見る」をタップするだけで、新型オープントップの後輪駆動モデルを自宅の車道、庭、さらにはリビングルームで鑑賞できます。このバーチャル体験では、車両を回転・拡大表示したり、1:1スケールを含む様々なスケールで拡大表示したりすることができ、エクステリアとインテリアのディテールを詳細に観察したり、非常にリアルな新車の写真を撮ることができます。この機能はまもなくランボルギーニの全モデルで利用可能になります。.
アウトモビリ・ランボルギーニの会長兼最高経営責任者（CEO）のステファノ・ドメニカリ氏は次のように述べた。 “「ビジネスにとって大きな課題に直面している今、ランボルギーニは再び革新を起こし、新たなコミュニケーション方法を模索しています。世界的な緊急事態の中、新技術は急速に進歩しており、ランボルギーニは刺激的な新たな可能性を切り開いています。明日から、ランボルギーニは皆様のご家庭に寄り添います。 アップル‘のAR技術は、数億の 「世界中の AR 対応デバイス。」”
"Appleはイタリアの人々とランボルギーニの仲間たちを深く気にかけています。この危機的な時期に、安全に職場復帰するという彼らの決意に、私たちは感銘を受けています。,「」とアップルのワールドワイドマーケティング担当上級副社長、フィル・シラー氏は語った。”Appleとランボルギーニは、デザインとイノベーションへの情熱を共有しています。私たちは、新しいランボルギーニの発売をサポートできることを大変嬉しく思っています。 ランボルギーニ Apple の拡張現実技術を活用し、世界中のファンが自宅の安全な場所から体験できるようにしました。."
* AR Quick Look requires an iPhone or iPad running iOS 16 or later. Compatible devices include iPhone 8 and later, iPad Pro (all generations), iPad Air (3rd generation and later), and iPad mini (5th generation and later).
In 2026, Lamborghini has expanded its immersive digital experiences beyond AR Quick Look to include spatial computing integrations with Apple Vision Pro, allowing prospective buyers to configure and explore Huracán models in full photorealistic 3D within their own environments.
The Huracán EVO RWD Spyder: A Closer Look at What You Are Actually Seeing in AR
Beyond the novelty of the technology itself, it is worth pausing to appreciate exactly what Lamborghini chose to debut through this medium. The Huracán EVO RWD Spyder is a purpose-built rear-wheel drive interpretation of the EVO family, stripped of the all-wheel drive system to deliver a purer, more visceral driving experience. Power comes from a naturally aspirated 5.2-liter V10 producing 610 horsepower, paired with a seven-speed dual-clutch transmission that fires off shifts in milliseconds.
The open-top Spyder configuration adds a retractable soft top that stows in just 17 seconds at speeds up to 31 mph — a detail that becomes surprisingly tactile when you are studying the rear deck architecture through your iPhone screen in your own living room. Lamborghini’s rear-wheel steering and torque vectoring systems, refined specifically for the RWD chassis, give the car a responsiveness that the brand describes as instinctive. The AR experience renders the forged composite aerodynamic elements, the rear diffuser, and the quad exhaust exits in exceptional detail, making it easy to understand why this model represents the purest driver’s Huracán in the current lineup.
- 5.2-liter naturally aspirated V10 — 610 hp
- 0–62 mph in 3.5 seconds; top speed of 201 mph
- Retractable soft top operates in 17 seconds
- Available in the full Lamborghini Ad Personam color palette
Why This AR Launch Moment Matters Far Beyond the Automotive World
Fashion and luxury industries have long wrestled with the challenge of translating physical desire into digital experience. Lamborghini’s AR launch of the Huracán EVO RWD Spyder quietly solved a problem that luxury brands across every category — from haute couture to high jewelry — have been circling for years: how do you preserve the emotional charge of a reveal when the audience cannot be in the room?
The answer, it turns out, is to bring the object into their room instead. By leveraging Apple’s AR Quick Look framework, Lamborghini created a moment that is simultaneously global and intensely personal. A prospective buyer in Singapore, a devoted enthusiast in Milan, and a curious design student in New York can all place the same car in their respective environments at 1:1 scale, walk around it, crouch beside the door sills, and photograph it against their own backdrops. That democratization of access — without any dilution of exclusivity — is a genuinely new proposition for luxury marketing.
For the fashion world specifically, the implications are significant. If a 3,000-pound supercar can be rendered with sufficient photorealism to feel covetable on a smartphone screen, the case for AR in ready-to-wear, accessories, and even fragrance becomes considerably stronger. Lamborghini did not just launch a car in May 2020 — it handed every luxury creative director a working proof of concept.
From AR Quick Look to Apple Vision Pro: Lamborghini's Expanding Spatial Computing Universe
What began as an emergency pivot during global lockdown has since evolved into a cornerstone of Lamborghini’s digital brand strategy. The AR Quick Look debut of the Huracán EVO RWD Spyder was only the opening move. Lamborghini has progressively extended immersive technology across its entire lineup, and with the arrival of Apple Vision Pro, the experience has entered a new dimension entirely — quite literally.
Spatial computing allows prospective buyers to configure a Huracán in full photorealistic three-dimensional space, adjusting paint, interior leather, and brake caliper color in real time while the car sits, apparently solid, in their home or office. The jump from a flat iPhone screen to a fully spatial environment is not merely technical — it is emotional. The sense of presence that Vision Pro delivers closes much of the remaining psychological gap between a digital rendering and a showroom encounter.
For Lamborghini’s global audience — many of whom may never live within convenient distance of a dealership — this progression represents a fundamental shift in accessibility. The brand has effectively built a Sant’Agata Bolognese showroom that exists everywhere at once, inviting anyone with the curiosity and the hardware to step inside. In a world still recalibrating what luxury retail means, that is not a small thing.
