Some of Lamborghini’s best customers from across North America are sipping maple-whisky cocktails out of ice shot glasses and slurping freshly shucked oysters on frozen Lake Sacacomie, located in the Laurentians, about an hour northwest of Trois-Rivières, Que.
A team consisting mostly of current and former professional racing drivers is standing by to take guests on “hot laps” in Lamborghinis around a racetrack that’s been painstakingly plowed across the frozen lake. In the darkness, a driver flings a $270,000 Urus sideways into a four-wheel powerslide before flicking it 180 degrees into another long, sweeping drift. Passengers laugh and swear.
Experiences like this allow car companies to add non-material value to their products, said Claire Tsai, a professor of marketing at the University of Toronto’s Rotman School of Management. The programs appeal not just to the wealthy, extroverted car enthusiasts who make up Lamborghini’s core clientele, but also to people who are looking for adventure, community or just something exclusive to post on Instagram.
“There’s no salesman here. They’re not pushing anything. But, I mean, I’ve already been looking at different colour combos for another Urus, so I guess it works,” said Brian Lettieri, a guest who runs an internet marketing firm based in San Diego. . After a pause during the pandemic, Andrea Baldi said the company is once again building up its roster of driving programs on racetracks, frozen lakes, public roads and off-road trails around the world.
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