On March 20, Lamborghini’s Epic Road Trip NFT campaign sees its final drop, and now, the renowned automaker is reflecting on its historic entry into the Web3 space. Although the company has experimented with NFTs in the past, such as when it partnered with Swiss artist Fabian Oefner to produce a collection of five Lamborghini Ultimae collectibles in January of last year, the Epic Road Trip showed the company’s long-term interest in blockchain technology.
Lamborghini’s 60th anniversary
“Lamborghini’s commitment to innovation extends beyond our super sports cars and into all aspects of our business — especially as we reach younger generations,” stated the company’s marketing director Christian Mastro in a news statement. “The Epic Road Trip is the latest example of our unconventional approach, which has powered us for six decades. As we celebrate 60 years of forward-looking attitude, we want to reward customers and fans of the past, present, and future for their loyalty — giving them the chance to get further involvement and connection with the brand.”
Since the Epic Road Trip is coming to an end, the brand will continue to search for ways to interact with its fans and consumers through Web3, according to a press statement from the firm.
Despite Lamborghini’s 60th anniversary isn’t until May 6, 2023, enthusiasts all around the world are already commemorating this milestone. On February 23, more than 280 Lamborghinis gathered at the Japanese racetrack Suzuka Circuit. According to Guinness World Records, 251 of the vehicles participated in a procession around the racecourse. The “biggest parade of Lamborghini automobiles” was as a result.
What is the next step?
Automobile enthusiasts are closely watching as their favorite companies experiment with more and more things in the Web3 domain. Because to its high mint price and what some felt was the brand’s lack of openness and engagement with Web3 natives, Porsche’s inaugural NFT collection, which was introduced in January, received a lot of critical reaction from the NFT community. The Porsche team said that it will decrease the first 10,000 NFT supply and cease production in reaction to criticism. In order to produce “the finest experience for an exclusive community,” it took this action.
The 2,363-piece collection’s floor price is currently 1.939 ETH ($2,900), and the secondary market has completed deals for 8,951 ETH (just under $14 million), suggesting that the course correction was successful. Yet the lesson remains the same: car manufacturers will undoubtedly struggle to navigate the market if they view Web3 through the prism of Web2.
Lamborghini has been more careful with NFTs during the past year or two, and this approach may be profitable for the company. As a result, a more diverse group of Web3 clients who believe they will receive items that are worthwhile has emerged. As 2023 progresses, the Web3 market is expected to become more optimistic, therefore Lamborghini’s next NFT play will attract the greatest attention.
Content Source: NFTNOW.COM
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