Sepang 2017: How Lamborghini's Super Trofeo Asia Combined Racing and Owner Parades to Build a Brand
The opening round of the Super Trofeo Asia Series ran alongside a customer car parade at Sepang International Circuit in April 2017.
Lamborghini staged a deliberate double act at Sepang International Circuit in April 2017, running the opening round of the Super Trofeo Asia Series alongside a customer car parade that rolled Aventadors and Diablos down the same pit lane where V10 race cars were being prepped for battle.
Clazzio Racing's dominant qualifying form
Clazzio Racing locked out pole position for the second consecutive qualifying session, with Squadra Corse Young Driver's Program graduate Afiq Yazid and co-driver Cozzolino Kei looking composed from the start.
Exclusivity as strategy in Asia's buyer markets
Sepang was the first of six Super Trofeo Asia fixtures for 2017, placing the brand's motorsport operation in front of wealthy buyer pools across Malaysia, Thailand, Indonesia, and beyond, where Lamborghini competes fiercely for attention with Ferrari and Porsche.
The naturally aspirated V10 on track
The Huracán Super Trofeo cars that competed at Sepang were purpose-built, rear-wheel-drive, naturally aspirated V10 race machines first introduced in 2014, and low-mileage examples are already commanding collector attention as artifacts of Lamborghini's naturally aspirated era.
A smaller, more rarefied club
Lamborghini, with smaller production numbers and a more exclusive buyer demographic, uses events like Super Trofeo Asia to make each participant feel like part of a rarefied club rather than a mass-market motorsport series.
Lamborghini's motorsport ladder in action
Race Two on Sunday capped a schedule that also featured the Blancpain GT Series Asia, giving Malaysian spectators a full cross-section of the brand's motorsport ladder, from one-make Super Trofeo racing to GT3 competition, in a single visit.
The commercial purpose behind the pairing
The pairing of race cars and customer road cars was deliberate, revealing the real purpose of the weekend: a carefully orchestrated exercise in binding owners, spectators, and prospective buyers to the brand through shared experience on hallowed tarmac.
Beyond the checkered flag
The Sepang weekend showed that the racing itself, however thrilling, is only one layer of a deeper engagement model designed to keep owners emotionally invested long after the checkered flag falls.
A full Super Trofeo grid at the green lights
The cars competing at Sepang in April 2017 were the Huracán Super Trofeo, a rear-wheel-drive, naturally aspirated V10 race machine stripped of road-car compromises and fitted with full roll cages, racing suspension, and aerodynamic packages built for consistent lap-time performance.
From Sepang 2017 to the Temerario era
Squadra Corse's ambitions now extend well beyond customer racing weekends, with the Temerario GT3 debuting at the 2025 Goodwood Festival of Speed as Lamborghini's first entirely in-house designed and built competition car, built on the foundation laid by series like Super Trofeo Asia.