Lamborghini Giro 2014 will be end in San Francisco
Italian automaker Lamborghini is hosting its annual Giro driving event for four days in Northern California.
The event allows Lamborghini owners to come together every year to experience a new location of North America and create friendships with other enthusiasts. Lamborghini Giro 2014 will take place in Northern California and will bring together more than 25 Lamborghini owners and will likely direct attention to the brand throughout the four day drive.
“The gain from such an event as the Giro is to demonstrate how enjoyable it is to take a road trip in a beautiful sports car,” said Bob Prosser, CEO of Auto World Marketing Corp., San Diego.
“There is nothing better than touring lovely countryside, eating good food and making new friends while doing so in a car that makes every mile memorable,” he said. “Most likely the radio will never be switched on because the occupants prefer listening to the mellifluous V-12 engines or the rip snorts coming from the V-10s and V-8s powering these Italian thoroughbreds down the country roads.”
Mr. Prosser is not affiliated with Lamborghini, but agreed to comment as an industry expert.
Lamborghini was unable to respond by press deadline.
Driving adventures
Giro 2014 began on Sunday, Aug. 10 in Healdsburg, CA and continues through Wednesday, Aug. 13. On the first day of driving, guests took Highway 1 to the Mendocino Coast for lunch and continued to a winery for dinner.
The third day of the trip includes a drive through the mountains of Northern Sonoma. The final day is a drive south to San Francisco and an evening celebration and farewell event.
Lamborghini Giro
More than 25 Lamborghini drivers are participating in the event. Every year the location changes so guests can experience different locations of North America.
The package provides most meals, which will be at top cuisine locations of the area, likely at one of the listed hotels. Lamborghini expects the scenery to complete the trip.
Lamborghini vehicles at previous Giro event
The trip costs $6,995. This includes hotel accommodations, luggage transfers, four dinners, three breakfasts and two lunches.
Road trips
Creating a common experience for consumers of a specific brand can bring together like-minded individuals and create a stronger bond with the brand.
For instance, Italian automaker Ferrari invited clients from around the world to participate in its Ferrari Cavalcade June 18-22.
The event hosted 90 drivers from 27 countries on a course through Sicily, Italy. The annual drive, in its third edition, celebrated the brand’s Italian roots through art, history and landscapes (see story).
Similarly, Starwood-owned St. Regis Hotels & Resorts continued its partnership with Bentley Motors to target affluent auto aficionados with a package that included a road trip along California’s Pacific Coast Highway.
“The Pacific Grand Tour” package gave guests overnight accommodations in St. Regis’ San Francisco and Monarch Beach properties and access to a 2013 Bentley vehicle. The partnership between the two brands was likely to expand the reach of this effort to both leisure travelers and auto enthusiasts (see story).
Organized events for enthusiasts to use their vehicles and interact with other fans can provide a space for consumers to connect with the brand and renew their enthusiasm for their own vehicle.
“Consumers who do not attend will be reminded that the journey can be as wonderful as the destination and to make time to enjoy such things more often,” Mr. Prosser said.
“Given the date and location of this Giro, I will assume that many of the participants will continue their motoring joy by heading a little further south from San Francisco to Monterey, CA to see more beautiful cars at the RM Auctions, Motorsports Reunion, Pebble Beach Concours d'Elegance, etc.,” he said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York