Project Description

Introducing the Huracán in North American

Throughout January and February, Lamborghini toured through North America unveiling the new Huracán LP 610-4 to future owners with support from Centigrade. The 16-city preview tour gave Lamborghini enthusiasts the chance to view the Huracán before its public launch at the Geneva International Motor Show in March.

The East Coast tour began in Manhattan at Bathhouse Studios before heading to Atlanta, where the Huracán was displayed among a beautiful collection of contemporary art. In the design district of Miami, Lamborghini occupied the Miami Iron Side, which was transformed from an abandoned industrial space into a vibrant and trendy work space. The team then spent several days enjoying the early spring sunshine in Texas during the Dallas and Houston stops.

On the West Coast, Centigrade kicked off the Lamborghini tour in Los Angeles at a well-known Culver City area studio. Guests traveled from as far as Idaho and Mexico to be among the first to meet Lamborghini’s newest family member. After five days in LA, the tour headed north to San Francisco and hosted guests from the city and surrounding Bay area. Vancouver was the chosen city for the first stop in Canada and Lamborghini’s home for the next three days. The next unveil took place in Calgary and from there the Huracán headed to Toronto and finally Montreal before heading back to the U.S.

The reaction to the tour and the Huracán was fantastic. As well as unveiling the car and providing information and hospitality for Lamborghini prospects, it was vital that no information about the car was revealed before the official launch in Geneva. Guests were asked to hand in their cell phones and sign confidentiality agreements before going into the presentation. This proved to be successful with positive feedback about the tour from dealers and prospects.