Lamborghini Chose the Louvre to Launch a Smartphone

The venue said more than the specs ever could.

Automobili Lamborghini and OPPO chose the Louvre in Paris to unveil the OPPO Find X Automobili Lamborghini Special Edition, treating a smartphone debut as a luxury event rather than a consumer electronics announcement.

The exclusivity gamble

Lamborghini builds roughly 10,000 cars a year and guards its exclusivity carefully, so putting the shield logo on a smartphone raised an immediate question: does this reach aspirational buyers, or does it chip away at the brand's mystique?

Supercar design language, miniaturized

The accessories bundle followed the signature orange and black color scheme of Lamborghini's super sports cars, from a black 50-watt SuperVOOC charger with a golden logo to OPPO O-Free wireless earbuds with gold accents, all presented in a specially designed box with a fine-patterned weave.

Fewer partnerships, tighter control

Lamborghini's lifestyle strategy relies on fewer, more targeted collaborations rather than a sprawling merchandise empire, and the OPPO partnership established the template Sant'Agata Bolognese continues to follow.

A €1,699 statement piece

Stefano Domenicali, then Lamborghini's Chairman and CEO, stood alongside OPPO CEO Tony Chen at the Louvre to present a co-branded smartphone priced at €1,699, roughly €700 more than the standard Find X, which went on sale in Paris in August 2018.

Borrowing scale, contributing brand equity

Lamborghini lacked an established lifestyle sub-brand like Porsche Design, so partnering with OPPO offered a faster route into the same territory by borrowing OPPO's manufacturing scale and mobile expertise while contributing design language and brand equity.

What the premium actually bought

The €700 premium over the standard Find X bought the SuperVOOC charger, the carbon fiber treatment, the accessories bundle, and the exclusivity of the branding, while the core smartphone experience remained identical.

From smartphones to superyachts

Lamborghini extended the same collaborative model beyond phones, lending its design language to a 101-foot luxury yacht with Tecnomar featuring 7,800 horsepower, proving that the OPPO partnership was the opening move in a broader licensing strategy.