Barcelona, city of abundance, elegance and design. A city that has spent more than a hundred and forty years raising one basilica, because good enough was never the point. A city where Gaudí bent stone into light, where a market stall is composed like a still life and even lunch is a craft.
A city like this deserves machines built to the same standard, out on its streets where everyone can see them. That is why we exist.
- I
Barcelona is a city of abundance.
The sea at the end of the street, the mountains an hour away, and light that makes everything look designed. Barcelona has never been shy about beauty. It commissions it, argues about it and lives inside it.
Abundance is not excess. It is the conviction that beauty is worth the effort, and that there is enough of it for everyone who looks up.
“Nothing is too beautiful, nothing is too expensive.”
Ettore Bugatti · Founder of Bugatti - II
We do not have to feel bad for desiring excellence.
Somewhere along the way, wanting the best became something to apologise for. We disagree.
The desire for excellence is what raised the cathedral, tuned the violin and shaved the last tenth off a lap. Nobody is diminished by an object made as well as it can possibly be made. Desire, pointed at excellence, is not vanity. It is respect for the people who spent their lives getting it right.
“Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it.”
Sir Henry Royce · Co-founder of Rolls-Royce - III
These cars are aspirational masterpieces.
A 911 Turbo S is more than sixty years of a single idea, refined by people who refused to leave it alone. Thousands of decisions you will never see and will feel in your hands within the first hundred metres.
It is a work of art that happens to move. And it should move. A masterpiece under a dust cover inspires no one.
“In the beginning I looked around and could not find quite the car I dreamed of. So I decided to build it myself.”
Ferry Porsche · Founder of Porsche - IV
Every kid deserves to see one and dream big.
Any kid should have the chance to see these cars up close: to hear one before it turns the corner, to press a face against the glass, and to go home and draw it. That is how ambitions begin. Many an engineer, designer and founder started as a child on a pavement, staring.
So our car lives on the street, not in a vault. And if a kid asks us to look inside, the answer is yes.
“Ask a child to draw a car, and certainly he will draw it red.”
Enzo Ferrari · Founder of Ferrari - V
Dreams are meant to be driven.
Ferruccio Lamborghini built tractors, and decided the best cars in the world were not good enough. Ferry Porsche could not find the car he dreamed of. Every great marque began with someone who refused to merely admire.
We feel the same about driving. A dream you can only look at is a poster. So we made it simple: one car, ours, one published price, delivered to your door. A day with a masterpiece should be within reach of anyone willing to work for it, no ownership required.
“I've bought some of the most expensive gran turismo cars, and in each of these magnificent machines I've found some faults. Too hot. Or uncomfortable. Or not sufficiently fast. Or not perfectly finished. Now I want to make a GT car without faults.”
Ferruccio Lamborghini · Founder of Lamborghini