Home / Social media / News / Lamborghini's final 60th-anniversary parade for 2023 was an all-digital event.


In 2023, the roar of Lamborghini engines echoed louder than ever as the iconic automaker celebrated its 60th anniversary in style as only Lamborghini can do. The year-long festivities, marked by a series of thrilling events at some of the most iconic locations around the world brought together Lamborghini enthusiasts for an unforgettable experience behind the wheel of these legendary Sant’Agata Bolognese machines. Kicking off the celebration were in-person events held worldwide, offering fans and customers a chance to revel in the unique and unparalleled driving experiences that Lamborghini is renowned for. From the majestic landscapes of the Colorado Rocky Mountains to the vibrant regions of Rajasthan in India, the celebration tour spanned across the United States, Southeast Asia, and China's picturesque Sichuan province. Representatives of the Lamborghini Clubs, with 192 members and 14 official clubs globally, also played a crucial role in the anniversary celebrations. Organizing tours from June to October, these dedicated clubs took their Lamborghinis to the streets worldwide, adding another layer of joy to the brand's 60th anniversary festivities. Taking the fun to the virtual realm, Lamborghini engaged its massive social media following with the innovative "60th Digital Parade." This digital celebration unfolded within Forza Horizon 5, one of the world’s most popular automotive games, where fans and gamers alike virtually steered their way through a meticulously crafted route, reliving the history of Lamborghini. It was all streamed live on various platforms, including Instagram, Facebook, TikTok, YouTube, and more, and captivated the online community while underscoring Lamborghini's commitment to its global fanbase.

Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, stated, "This initiative is the proper tribute to a fanbase made up of millions of people who show their appreciation and commitment to the brand on a daily basis." The digital celebration was not the only highlight of Lamborghini's milestone year. Physical events, equally spectacular, were woven into the expansive celebration schedule. The Giro Experience, a driving tour to some of the world's most breathtaking locations, took Lamborghini owners on a journey through the Colorado Rockies, the Rajasthan region in India, and the Southeast Asian gems of Malaysia, Singapore, and Thailand. Classic car enthusiasts revelled in the Giro Polo Storico, a tour dedicated to the Lamborghinis that have shaped the brand's history. From the picturesque roads of Franciacorta to the scenic routes of Alto Garda and Valpolicella, owners showcased their prized Italian possessions, including the historic 350 GT with the second chassis number—the oldest production Lamborghini still running flawlessly. From digital parades to the breathtaking landscapes of the Giro Experience and the historic charm of the Giro Polo Storico, 2023 was undoubtedly a year to remember for Automobili Lamborghini and its passionate global community of fans. The celebration not only honoured the brand's storied past but also set the stage for an even more exhilarating future. This digital tour was brilliant marketing and gave aspiring Lamborghini owners a chance to experience the lifestyle associated with the brand without having to drop many thousands of dollars, and from the comfort of games rooms and man caves around the world. Clever. Also, how amazing are game graphics now? Daaaamn!

Take a look at the YouTube video that shows off the final celebration for Lamborghini's 60th-anniversary year, and this is one that most people could join in even without owning a real-life Lambo because it was done in the virtual world of Forza: Lamborghini 60th Digital Parade | Lamborghini

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