- Lamborghini has launched an Apple Vision Pro app for four recent electrified models.
- The app uses spatial computing to show design sketches, aerodynamics, mechanical detail and engine sound.
- Urus SE Performante appears in the app before its physical debut at Goodwood.
Lamborghini has launched a dedicated app for Apple Vision Pro, turning four of its latest models into an immersive mixed-reality showroom.
The company says its new app uses spatial computing to let users explore the Temerario, Revuelto, Urus SE and new Urus SE Performante. It is now available to download on the App Store.
This is not a new-car reveal in the usual sense, but it is a useful look at how luxury car brands are trying to move high-end product launches beyond flat configurators and conventional videos.
Virtual walkaround
Lamborghini says the Vision Pro experience lets users go beyond the bodywork, watch 3D streamlines flow over a car's silhouette to illustrate aerodynamics, view original sketches, hear from Centro Stile experts and listen to engines through Spatial Audio.
The launch line-up is deliberately current. Revuelto and Temerario represent Lamborghini's newer electrified supercar direction, while Urus SE and Urus SE Performante carry the idea into the Super SUV range.
Goodwood preview
The strongest car-news hook is the Urus SE Performante.
Lamborghini says the model can be explored in the app before its worldwide physical debut at the Goodwood Festival of Speed in West Sussex, England.
That gives the Vision Pro app a role beyond brand theatre: it is being used as a pre-debut viewing tool for a fresh performance SUV derivative.
Tim Bravo, Director of Communications at Automobili Lamborghini, said: "Apple Vision Pro allows us to share the raw emotion and engineering brilliance of Lamborghini in a way that feels completely natural, yet utterly magical".
Lamborghini has not disclosed New Zealand-specific availability for the Vision Pro experience or any local timing for Urus SE Performante.
For buyers and fans, the more interesting question is whether mixed-reality launches become a regular part of the supercar playbook, especially when cars are previewed before most people can see them in person.
