Lamborghini is not a brand that many can associate with cars. This is sort of the ethos of the brand. Italian, purebred supercars tend to be that way. Despite its high bull stand, the debut Lamborghini Huracan Sterrato has a bit of an “everyman” (for lack of a better term). A Lamborghini made to get dirty, at least in theory, seemed almost human. However, this new ad has gone ahead and hyped this off-road supercar to go back into space.
Did Lamborghini choose the spoken word for the Huracan Sterrato ad?
The internet has been cruel to this Lamborghini ad. Many are nervously excited to see what Lambo will do and appointed “off-roader” other than Lamborghini Urus. Admittedly, the idea is fun. However, in practice, it feels contrived and absurdly limited without the help of the commercial.
A storm of jeers from the internet, spearheaded by Twitter, seems to focus on the main cringy element using cheesy-sounding, alphabet-soup-like spouting of spoken word poetry about dirty cars.
footage is your standard fare; the hero’s car ripping through the desert in wide arching drifts followed by a cartoonish tail of dust-these shots, paired with some sprinkles of fancy-looking young people slow-motioning through some vaguely near-eastern ruins. The vibe seems to be a kind of 1930s explorer mixed with others snowboarding in the desert. Then there is a voiceover Slam word poem, a slurry of vague cliches spoken in an artificial, gravely voice.
The sound of his voice is really annoying
We take you outside.
— Lamborghini (@Lamborghini) November 30, 2022
Here it is generously transcribed by the folks at Carscoops. The transcript only gets cringier when read.
“This is for you
Tamer of the curve
Master of speed
Wear your best suit
Dirt is made for it
Let the showoff begin
In this new concrete
Spray paint powder on the tire
That blooms on the rim
Dirt is thick
Block the sun
Rise of the red cloud
In that dry land
Make it rain gravel
Let the adrenaline and happy collision
Spray the grains of dust on the side
There is no impurity
This is the design
Any amount of dirt is fine
More and more dirty
Dirt is thick
Dirt is for the brave”
What is the Lamborghini Huracan Sterrato?
Related: Destroyed Lamborghini Huracan Reborn As Mint 400 4×4 Racer
If you don’t follow the world of quarter million dollar supercars, the Lamborghini Sterrato is a bit of a surprise. Sure, Lamborghini has the Urus, which sort of broke the mold, but the Sterrato is a raised, knobby-tired take on one of Lamborghini’s greats, the Huracan. Seeing this fighter jet taken into the dirt is cool but weird.
A 602-hp 5.2-liter V10 powers the Italian off-roader. This power is distributed to all four wheels by a 7-speed dual-clutch gearbox. From a standstill, the dirty Huracan reaches 60 mph in just 3.4 seconds and tops out at 160 mph.
Aside from the 1.7-inch lift, special wheels, and off-road tires, the Huracan Sterrato sports special upholstery and some unique logos on the dash.
Lamborghini will make only 1,499 examples starting in February 2023. US pricing has not been released, but it is expected to start around $275,000 based on European prices and exchange rates.