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Announced last week, Lamborghini renamed and restyled the Museum in Sant 'Agata Bolognese to the 'Museum of Technology'. Turns out they created a more interactive space for visitors. It highlights the innovations and excellence the company has achieved throughout its existence. It's the story of Lamborghini, by Lamborghini. Looks like a fun activity if you're stopping by the factory. Press Release Below: Sant’Agata Bolognese, 17/04/2019 - The Lamborghini Museum at Sant’Agata Bolognese has adopted a new look and become MUDETEC, the Museum of Technology. The new interactive space reveals the secrets of Lamborghini and its world through the innovations and tales of excellence that not only revolutionized the company itself, but the entire panorama of the automotive industry, creating concepts and casting foundations for the design and technology of tomorrow. A program takes visitors on a journey of discovery through the brand and its revolutionary masterpieces: each the result of ongoing investment in research and development and its huge contribution to Automobili Lamborghini. Pioneering and innovative by tradition, the House of the Raging Bull has always looked to the future, constantly in pursuit of perfection ideals that put mankind at the center of automotive passion. From the most iconic historic vehicles such as the 350 GT, Miura, Countach and LM002, to the more recent and exclusive Asterion (concept car with hybrid technology), the Centenario, and the Aventador SVJ, visitors can discover the history of Automobili Lamborghini: a story of passion, engineering, design and leadership in the application of carbon fiber and Forged Composites®. This is accompanied by the story of electronics and recent innovative technologies implemented in the Huracán and Aventador, such as ALA® active aerodynamics, the predictive logic of the LDVI system, and the innovative HMI user interface. The museum focuses on safeguarding and conveying the values, driving passion and future-focus that are the mark of Lamborghini, offering teaching activities at two new educational workshops for students: “Vehicle set-up and ergonomics”, discussing dynamics, aerodynamics and development of vehicle structure, and “Carbon fiber and its technology”, on maximizing the performance/weight ratio of vehicle parts with Advanced Composite Lightweight Structures Development (ACLSD), the in-house division focusing on composite development. Inauguration of the exhibition “Future Shapers since 1963” “Future Shapers since 1963” is an exhibition celebrating the relaunch of the Lamborghini Museum in the new MUDETEC guise, and the pioneering spirit of Lamborghini with regard to innovation and design. The exhibition is a virtual journey through the decades, with a focus on vehicles that revolutionized the marque at the time they were built. Visitors explore exhibits through the support of special installations and touch screens offering access to information, photos, original sketches and videos. The Sixties are marked by the 350 GT, the first sports car designed by Lamborghini; the Miura, the fastest car in the world when it made its debut; and the Espada, the first four-seater sports car with a powerful V12 engine and offering every comfort available at the time. The Countach is the car of the Seventies that revolutionized the industry with its futuristic design and cutting-edge hi-tech solutions, like the longitudinal rear engine and scissor doors, still called “Lambo doors” today. The Eighties saw the arrival of the LM002, Lamborghini’s first off-roader and the forerunner of today’s luxury SUVs. In the Nineties it was the turn of the Diablo GT’s futuristic looks: the world’s fastest series car at the time. The new millennium got off to a flying start with the Sesto Elemento, a masterpiece of engineering with an exceptional weight/power ratio and built entirely in carbon fiber: a material in which Automobili Lamborghini has made considerable innovation and progress through research and development. The journey continues with the story of the most recent challenges in technology: hybridization for the concept Asterion; the ALA® system (Aerodinamica Lamborghini Attiva) for the Huracán Performante; and LDVI (Lamborghini Dinamica Veicolo Integrata) for the Aventador SVJ, the new Huracán EVO and the Urus: the first Super SUV in the world, designed at a time when it seemed impossible to combine the two apparently-distant worlds of the super sports car and the SUV. The exhibition even has an Ad Personam space, where visitors can experience a first-hand view of options available to customers wishing to customize the car of their dreams with the Car Configurator. The new “brain room” creates a 360° full-immersion experience into the world of Lamborghini with a thrilling multimedia display about the brand, its values and its extraordinary past. Visitors to the museum can enjoy a virtual driving experience in the new simulator, and also take a tour of the production line that must be booked in advance. The exhibition is open daily from 16 April to 31 October 2019, from 9.30 am to 6 pm.
Lamborghini recently interviewed Nicki Shields (Full disclosure, I had to google who this was). She is a Formula E pitlane reporter and social media analytics company founder. Anywho, she provided some insight on the new Urus from the fairer sex's perspective. She took it off-road and played in the muddy puddles a bit. Granted, it's nothing extreme, and to be honest, this is a pretty weak attempt at a woman's perspective on the vehicle. But it's something, maybe some of the ladies on the board can provide some more insight. I'd love to see EyeDoc or Cake get their hands on a Urus for a real review from a capable woman. Anyways, the video doesn't embed, but it's a short 2:00 minutes at the link if you are interested. https://www.lamborghini.com/en-en/news/nicki-shields-talks-urus-a-female-perspective?utm_source=newsletter&utm_medium=email&utm_campaign=LB_25_2018_12_28