The colorful collection of Aventadors, Huracans, and Gallardos charged around New England like a high-speed string of Skittles. Challenging drives included the storied climb of New Hampshire's famed 6,288-foot Mount Washington and a mad dash up sinuous Route 17 through Vermont's Appalachian Gap. It all concluded with a police-escorted romp into the heart of Boston.
Twenty-one owners may sound like a minuscule showing, but it represents nearly 3% of the yearly American customer base.
Brilliant as the driving is, the Giro is also an opportunity for the Italian brand to connect with and take the pulse of owners in America, its largest market. Twenty-one owners may sound like a minuscule showing, but consider this: Lamborghini sold just over 2,000 cars globally in 2014, 736 of them in the US. This privileged few represents nearly three percent of the yearly American customer base. For comparison, Ford Motor Company sold 2,480,942 vehicles in 2014. If a similar portion of American Ford owners breezed into New England for a Ford Giro, that would equate to more than 70,000 "Ford-istas."
Begun in 2006 in the US, the event is relatively unknown, even among Lamborghini owners. Capped at a maximum of 25 couples/cars, the Giro draws some of the most loyal customers of the Bologna-based icon. Exclusivity – participants mix with top management and are looked after by Lamborghini "concierges" – is what sets it apart from larger yet still select activities for the faithful, including the Lamborghini Esperienza (track events for owners) and Accademia (track and winter driving academies).
Given the statistical significance of the participants, we couldn't help but survey the well-heeled swells running their bulls on the 2015 Giro about what they thought of the company's gamble on a third Lamborghini model in the form of an SUV – the upcoming Urus. Will it diminish the flamboyant brand's street cred? Half said "No", citing the celebrated Porsche Cayenne parable. Half said, "What the ****?!"
"It's not only a nice drive," says Alessandro Farmeschi, Lamborghini America Chief Operating Officer. "It's a nice way of living – nice places, nice food, nice companionship. If you want to have something for everyone, we could. We could have a gathering for hundreds of cars but that has a different meaning. Those interested in living the brand, whether they have new cars or older models – they are welcomed. They plan their holidays with us and many return year after year."
Lamborghini remains steadfast, however. Might we see an Urus on a future Lamborghini Giro? "Today, I'll say, why not," Farmeschi answers. "It's a member of the family, part of a brand that holds the Giro and the Giro is for Lamborghini owners!"