Lamborghini has unveiled an app for Apple’s Vision Pro headset that lets users explore its latest supercars in life-size detail-right in their own room. The headset delivers both mixed reality and fully virtual experiences, offering a private showroom without the usual walls, stands, or ”do not touch” signs.
The app features four models: the Urus SE Performante, Temerario, Revuelto, and Urus SE. Users can view each car at a 1:1 scale or shrink it down for a closer inspection. This lets you walk around the exterior, peek inside the cabin, and get an up-close look at the cockpit. Lamborghini emphasizes the fine details, from seat stitching to tiny interior trim elements.
Lamborghini app brings life-size supercars to Apple Vision Pro
There are two viewing modes. ”Shared Space” places the digital car into your real environment-whether it’s your living room, office, or garage. The ”Full Immersion” mode drops you into a completely virtual showroom crafted by Lamborghini, free of distractions and perfect for focused viewing.
Interactive features reveal hybrid powertrain and engine sounds
The app goes beyond just a static model. You can virtually remove body panels to reveal the powertrain, hybrid motors, and the structural frame underneath. Spatial audio adds engine sounds that change pitch based on your position around the car, creating the sensation the vehicle is actually present, not just a digital overlay.
Apple Vision Pro pricing and Lamborghini’s hybrid technology showcase
Apple’s Vision Pro, which launched in the US in February 2024 starting at $3,499, has become a playground for luxury brands seeking visually impressive yet practical AR applications. For Lamborghini, the timing fits: the Revuelto and Urus SE mark the brand’s transition into hybrid powertrains, with the Temerario furthering that shift. This app doubles as a showroom and a technical showcase of Lamborghini’s latest hybrid technology.
Vision Pro fills the gap in luxury car virtual presentations
From an automotive perspective, this offers a way to present high-end vehicles beyond what traditional online configurators and smartphone screens can convey. While online car sales have been growing for years, small screens struggle to capture the scale, seating feel, and interior layout of luxury cars. Vision Pro fills this gap-though currently for a narrow audience, given the headset’s steep price tag. In fact, Apple’s entry-level ecosystem almost rivals Lamborghini itself as a luxury product.
Future potential for AR in luxury car marketing
Looking ahead, it will be interesting to see how Lamborghini and other automakers expand such digital experiences. Will this become a standard tool for car shopping, or remain a niche showcase for ultra-premium brands? As AR devices mature and prices potentially drop, apps like these could reshape luxury car marketing-and maybe even influence buying decisions beyond the showroom floor.