Sant’Agata Bolognese, May 2020 – Automobili Lamborghini continues its spirit of innovation as the first automotive brand to use Augmented Reality (AR) for the virtual launch of its new model, the Huracán EVO RWD Spyder, scheduled for 7 May at 7 EST, on its official website www.lamborghini.com.
Lamborghini is using augmented reality 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: all they need is an iPhone or iPad*.
While looking at the Lamborghini website on your iPhone or iPad, simply tap “See in AR” and the new open-top rear-wheel drive model can be admired in people’s driveways, gardens or even sitting rooms. 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. 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.”
"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. “Apple and Lamborghini share a great passion for design and innovation. We are excited to support the launch of the new 람보르기니 with Apple’s augmented reality technology, so that their fans around the world can experience it from the safety of their own homes."
* 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.
