Evening exterior of the new Lamborghini São Paulo showroom with a purple Urus, orange Huracán Sterrato, and yellow Urus visible through floor-to-ceiling glass windows

Lamborghini Opens Its First São Paulo Showroom with the Sterrato's South American Debut

The Pinheiros district becomes Lamborghini's newest retail outpost as executives unveil the last naturally aspirated Huracán before a hybrid future arrives.

CEO Stephan Winkelmann, Chief Marketing and Sales Officer Federico Foschini, and Lamborghini America CEO Andrea Baldi cut the ribbon on the brand's first São Paulo showroom in March 2024, with the Huracán Sterrato making its South American debut as the evening's centerpiece.

The Ad Personam studio inside São Paulo

Lamborghini's Ad Personam program occupies a dedicated room inside the new showroom, complete with material samples, wheel options on the walls, and a consultation table where buyers configure their cars in person.

Built for the hybrid models that follow

The São Paulo showroom joins a location in Lima, Peru, giving Lamborghini two dedicated retail spaces on the continent as it prepares to deliver hybrid models like the Revuelto and the forthcoming Temerario across the region.

The ribbon-cutting that bridges two eras

Lamborghini is using a naturally aspirated farewell model to warm up a market that will soon receive only hybrids, giving Brazilian buyers a visceral reason to walk through the door before the next chapter arrives.