Lamborghini’s $18,000 Cervélo R5 Bicycle: Brand Strategy on Two Wheels
Lamborghini and Cervélo Cycles collaborated on the Cervélo R5 Automobili Lamborghini Edition, a carbon fiber road bicycle limited to just 63 units worldwide and priced at $18,000. The number is deliberate: 63 for the year Ferruccio Lamborghini founded his company in Sant’Agata Bolognese. The bike we









