Lamborghini’s La Prima Factory Delivery: The Royal Treatment

Set up through a customer’s local dealer, La Prima is a very exclusive event. No more than 80 customers a year get to experience the procession and fanfare. Of the thousands of Lamborghinis sold annually, that’s a very small portion.

For La Prima, Lamborghini and the manufacturer’s dealer network seek out the most excited, hardcore customers. There is no atypical buyer for this program. Some customers are finally realizing their lifelong dream of purchasing a brand-new Lamborghini. For others, it’s the thrill of adding the next snarling bull to their collection.

Although I sadly wasn’t in Bologna, Italy, to receive my own shiny new Lamborghini, I still got to experience the full La Prima production, start to finish. It begins with representatives of the brand escorting me deep into the manufacturer’s head office compound, finally arriving at a nondescript building. I was ushered upstairs, through a long hallway, and into a room with large video screens, a refreshment bar, seating, catchy signage, and a lot of smiling Lamborghini officials.

After chatting for a bit, we sat down and watched a hype video extolling the exclusivity and excitement of entering the Lamborghini ownership family. Next up, it’s time to reveal the customer's car, which can be done in a variety of ways depending on the product and individual. One example I was shown involved having the vehicle in the room the entire time under a car cover. Once the hype video finished playing, the cover was rolled back auto-show-style to reveal the car.

Another unveiling the manufacturer had us experience was wearing a virtual reality headset to watch another fully immersive video, showcasing the customer’s car in surreal locations and motion. As the video is finishing up, and unbeknownst to me, the customer’s new car rolls into the room under stealthy electric power. When I finally removed my headset, bam, there’s my shiny new Revuelto sitting mere feet from my seat. Sadly, I was just cosplaying as a customer, and Lamborghini did not allow me to take the V12 monster home.

It might seem like the festivities would wrap up by this point, but there’s plenty more to come. First, I was instructed to spin my chair around and face the back wall, where blinds covering floor-to-ceiling windows rolled up, revealing Lamborghini’s manufacturing plant. For many customers, this could be the first time they have ever seen a vehicle production line, and the brand hopes it will better connect them with their new Lamborghini.

Then it was time for the gifts. First, everyone who does La Prima gets a special key that comes in the shape of the vehicle they bought, painted exactly like their car. They also get a cool box to keep it in. Various items made from the same carbon fiber used to build the cars are received, such as a key chain and bracelet.

My personal favorite gift, though, is easily the scale replica model. Custom-made and requiring four months to complete, customers get exact 1:18 scale recreations of their vehicle with every detail accounted for from paint to wheels, trim, badging, graphics, and more. This isn’t a La Prima-specific item, as every customer who buys a Lamborghini gets one of these models. On a side note, if any customers out there do not want their scale model replicas, I’ll gladly take them off their hands.

In all, the La Prima event can last several hours. Lamborghini’s goal is to make it a memorable experience for the customer, almost as memorable as the vehicle they just bought.

Become an AutoGuide insider. Get the latest from the automotive world first by subscribing to our newsletter  here.