TURIN, Italy — The Lamborghini Reventon, the rarest and most expensive Lamborghini ever, was carried by a military helicopter over the automotive capital of Italy earlier this week in one of the more bizarre publicity stunts in recent memory.
Photos of the event, issued by Lamborghini, show the carbon-fiber masterpiece on a platform suspended by cables from the helicopter. The Italian exotic marque says the stunt closed a conference entitled "Lamborghini and speed — a project in record time." The Italian Marines, who apparently have had little to do since their country pulled out of Iraq, were enlisted to land the Reventon on the roof of a building in Turin.
The exercise was eerily reminiscent of the opening scenes of the 1960 movie La Dolce Vita (The Sweet Life) by renowned Italian director Federico Fellini. In the opening sequence of that film, a plaster statue of Christ is suspended by cables from a helicopter and flown past ancient Roman ruins on its way to the Vatican. The sequence was said to illustrate the dichotomy between the old world and the decadent, post-modern world.
Lamborghini, however, issued no explanation of the deeper meaning of the Reventon's unusual flight.
In its statement about the stunt, Lamborghini noted that "all 20 units (of the Reventon) have been sold worldwide." The Reventon, at the U.S. equivalent of $1.55 million, is the most expensive Lamborghini of all time. It is equipped with a 641-horsepower 6.5-liter DOHC V12 and has a top speed of 211 mph.
What this means to you: Rest easy. Apparently the Reventon was unscratched in this strange exercise. — Anita Lienert, Correspondent
Photos of the event, issued by Lamborghini, show the carbon-fiber masterpiece on a platform suspended by cables from the helicopter. The Italian exotic marque says the stunt closed a conference entitled "Lamborghini and speed — a project in record time." The Italian Marines, who apparently have had little to do since their country pulled out of Iraq, were enlisted to land the Reventon on the roof of a building in Turin.
The exercise was eerily reminiscent of the opening scenes of the 1960 movie La Dolce Vita (The Sweet Life) by renowned Italian director Federico Fellini. In the opening sequence of that film, a plaster statue of Christ is suspended by cables from a helicopter and flown past ancient Roman ruins on its way to the Vatican. The sequence was said to illustrate the dichotomy between the old world and the decadent, post-modern world.
Lamborghini, however, issued no explanation of the deeper meaning of the Reventon's unusual flight.
In its statement about the stunt, Lamborghini noted that "all 20 units (of the Reventon) have been sold worldwide." The Reventon, at the U.S. equivalent of $1.55 million, is the most expensive Lamborghini of all time. It is equipped with a 641-horsepower 6.5-liter DOHC V12 and has a top speed of 211 mph.
What this means to you: Rest easy. Apparently the Reventon was unscratched in this strange exercise. — Anita Lienert, Correspondent
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