On April 1st, Automobili Lamborghini launched a series of posts on its social media platforms announcing the brand’s latest lineup of colours for its cars. While the posts appeared to signal the brand’s decision to expand the palette of colours available for customising its cars, the campaign was later revealed to be an April Fool’s Day campaign intended to entertain the brand’s social media audiences.
What was Announced in the Campaign?
As part of the campaign, the brand announced a number of new colours inspired by Italian culture and traditions. Some of the colours launched as part of the campaign included the brand’s rendition of the colour red wine, dubbed ‘Rosso Grappolo,’ the brand’s take on the traditional Italian summer drink ‘Giallo Granita,’ the brand’s version of the colour inspired by the olive groves of Italy dubbed ‘Verde Campo d’Ulivo,’ and the brand’s rendition of the traditional Italian white houses of southern Italy dubbed ‘Bianco Trullo.’
Was this colour palette real?
This was not an actual addition to Lamborghini’s products. It was part of an overall coordinated prank for April Fool’s Day. After a brief time, they clarified that they were not for purchase and this was all in jest for a fun interaction with their fans.
Why did Lamborghini focus on Italian themes?
The themes they chose to focus on included aspects of Italian culture, like food, landscape, and building styles. This is an interesting choice for Lamborghini, considering its association with Italy, specifically its headquarters in Sant’Agata Bolognese.
How important is customisation for Lamborghini customers?
For Lamborghini, customisation is an extremely important part of its overall business model. With its Ad Personam service, customers can choose from a wide range of different design options. In fact, it is reported that a large percentage of its customers take advantage of this service, with hundreds of different colour options available.
Availability, pricing, and real options
The colours offered in the April Fool’s Day campaign are not available for ordering, nor are there any pricing or production options associated with them. Nonetheless, Lamborghini provides many options to customise the vehicle according to the customer’s requirements through the options offered in the existing programmes. The availability of these real options depends on the model, the specifications chosen, and the market, which are aligned to the individual production schedules.
