Automobili Lamborghini opens a new center dedicated to preserving its historical heritage and successfully launches the first edition of the Competition of Elegance “Lamborghini & Design”
A brand becomes a symbol, an icon, when it expresses a powerful, shared history and is able to sum itself up with universally recognized definitions. Automobili Lamborghini is one of the few brands worldwide that has earned this title: Lamborghini is not simply brand talk, it is a name and an image that synthesizes the ideal of elegance into a few simple, absolute and prestigious, car definitions. The company’s historic resonance is one of the contemporary pillars of its heritage. The inauguration of the new Lamborghini Historic Center, dedicated to the care and enhancement of its historical heritage, is in itself a consectration of that mystical past. Located at the legendary Sant’Agata Bolognese headquarters, it is focused on the restoration and certification of Lamborghini cars that have been out of production for at least 10 years (from the Lamborghini 350 GT to the Diablo), as well as the conservation of archives, registers and the supply of original spare parts for classic cars. “For a company looking to the future like ours, it is essential to have a department dedicated to preserving classic Lamborghini models and its rich heritage. Lamborghini’s past is closely linked not only to its cars, but also to the history of the brand, design and production, distinguished by originality and innovation for over half a century”, said Stefano Domenicali, Chairman and Chief Executive Officer of Lamborghini cars. “The investment in the Historic Center reflects the importance we link to the heritage and to all the classic Lamborghini customers who, when they undertake restoration, certification or maintenance, rely on us to achieve that authenticity and professionalism that only Lamborghini can guarantee”.
The awareness that historic legacy is a plus to be protected and promoted at all costs is a crucial cornerstone for implementing and facilitating customer satisfaction — a focal point of the company’s activities. A company that does not simply produce cars, but gives its stakeholders a range of unique and unrepeatable emotions. Participation in international classic car shows in Paris and Essen and the organization of dynamic road tours to celebrate the 50th anniversary of the various historical models are all part of the engagement; for example, the 2016, 50th Anniversary Miura Tour and in September 2018, the Espada Tour 50th Anniversary. The official foundation of a two-level expert committee, responsible for the accuracy of official historical sources, their documentation, control of production data, manufacturing processes and specifications of historical models, has also been announced. The two-level system provides for an organism called Comitato dei Saggi (Elders Committee – founded in memory of the Engineer Paolo Stanzani) that defines the general guidelines, makes requests and validates proposals received from a second body (Technical Commissions).
The celebration of Automobile Lamborghini’s historical heritage is accompanied by a desire to underline its vocation for elegance in a clear and decisive manner, point in case being the first edition of the “Lamborghini & Design” Competition of Elegance held in Neuchâtel, Switzerland. The event paid tribute to Charles-Edouard Jeanneret-Gris, aka Le Corbusier, the architect and designer considered by many to be the greatest of the 20th century. For the occasion, 50 Lamborghini cars from all over the world pulled into La Chaux-de-Fonds, his hometown, and Neuchâtel. The brand’s most iconic models, such as Miura, Countach, Espada, LM 002 and Marzal, paraded alongside some recent models from the Sant’Agata Bolognese production, like Veneno Roadster.
The jury, composed of famous international judges and design specialists, evaluated the most representative models of each era, divided into 11 classes. The “Best of Show” award was awarded to a mustard green Miura SV of 1971 (frame no # 4838) from a Japanese collector. The jurors, in agreement with the company management, also wanted to reserve a special prize, the “Best of the Best”, at the Marzal, a 1967 prototype designed by Marcello Gandini and one of the most famous in the world, which had its moment of public glory when, with Ranieri and Grace of Monaco, it was apogee of the Grand Prix of 1967. The recognition “Long Distance Driving” was finally reserved for the Countach Red QV of 1987, owned by an English collector, who traveled 2,500 Km to reach the event. “This competition, the combination of passion and culture, is the reflection of forward-looking Lamborghini that embraces the desire for the new and the enhancement of its legendary history,” said Domenicali, underlining the rec thread that holds together an impressive past, an active present and an ambitious future.
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