Lamborghini Reventn. No Really.

Stephan Wilkinson
by Stephan Wilkinson
lamborghini reventn no really

About 20 years ago, my wife and I visited Japan on behalf of a travel magazine. We explored the area around rural Kyushu, Japan’s Polish joke. Back then, Japanese travel was still a little adventuresome. And it was hard to scope out Japanese customs in these hinterlands. After a couple of mornings at Japanese inns, we realized that we were the only guests who didn’t breakfast in our bathrobes (kimonos). The next day we came down naked as Britney under our bathrobes. For reasons I never discerned, everybody else was dressed in suits. Lamborghini must have felt the same way at the Frankfurt Auto Show.

You may have noticed that Germany’s international exposition of automotive excellence is now greener than Kermit the Frog. Mercedes is showing a 1.8-liter four in a luxocar. There’s electricity in the air waiting for a new generation of plug-ins. The Japanese have every form of hybrid imaginable. Even Porsche, while girding itself for a fight against new, more stringent EU CO2 legislation, is hyping hybrid Cayennes. And Lamborghini shows up with a nine-mpg supercar.

The Reventón is a 12-cylinder, 650-hp supercar named after a bull famous for goring Felix Guzman to death. (I could have sworn I’ve seen Guzman in The Sopranos, but the “real” Reventón shanked Guzman in 1943.) Worse, Lamborghini has the stones to price the Reventón at a cool one million euros (that’s $1.4m to you and me). I mean, what was the marketing meeting like?

“So what should we charge for this pig? After all, it may be the world’s last stupidcar…”

“How about billion euros?”

“Yeah, that’s the ticket, a billion.”

“Did you hear the one about the guy who told George Bush that 185 Brazilians died in a plane crash? Bush says, ‘Remind me again, how many is a brazilian?’”

“Okay, very funny, but a billion is a little high. How about we make it a million?"


Appealing straight to the collector market, Lamborghini announced that it will only make 20 Reventóns– which makes the German-owned Italian model the stupid-rich version of the Indy pace-car limited edition of a Malibu.

An hour and a half ago, $450k was the price of admission to the ultra-exclusive 200mph+ supercar club (e.g. Porsche Carrera GT, Mercedes McLaren). The equally German-owned Bugatti Veyron changed that in a hurry. At least Audi’s other supercar has as many turbochargers as it has wheels, boasts the production car world’s only four-digit horsepower number and you have to change into your land-speed-record tires every time you want to show off (and clean underwear afterward).

The Reventón has less horsepower than a Saleen and acceleration and top speed identical to a Murcielago LP640. Which reminds me: all you suckers who bought a Murcielago at full whack– who probably paid $600 for your iPhone– are now driving the car Lamborghini refers to as “the base model.” The good news (for someone) is that the new Reventón costs four times as much as Lambo’s base model (or 3500 times as much as an iPhone).

And you get a G-meter. “The G-Force-Meter is completely new,” trumpets Lamborghini’s press material, sounding a bit like the Soviets’ claim to have invented the telephone. “This display shows the dynamic drive forces, longitudinal acceleration during acceleration and braking as well as transversal acceleration around bends…. A similar instrument can be found in airplanes.”

Well, yes, but it didn’t costs me a million euros to install one in my aerobatic Falco; more like a couple hun.

Everything about the Reventón is, like the accelerometer, described in the greatest possible number of words, as though each one is worth 50,000 euros. “The instrument on the left of the speedometer associates the number of revolutions in the form of a luminous column with a display of the selected gear.” The designers’ “love for detail is beautifully illustrated by the fuel tank lid [Italian for gas cap]: a small mechanical work of art, achieved by milling a solid aluminum block.” Incredible! The miracle of milling!

“Another technical innovation is found in the rear light LEDs. Because of high temperature in the rear low part of the car, special heatproof LEDs are used for the indicator and hazard lights, stoplights and rear lights with a triple arrow optical effect.” Isn’t it amazing what a million euros will buy you? High-quality LEDs (there’s $150 right there) plus UPS-truck turn signals. I love this stuff.

What you’re really getting for your brazillion euros: an IP utilizing TFT-display tech “just like in modern airplanes (and some high-end laptops).” So here we [may] have 20 people dumb enough to pay $1.4m for a Lambo, driving around staring at their in-living-color instrument clusters. Or not. After all, who would actually drive one of these things? You could end up like Felix Guzman.

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2 of 41 comments
  • Mrcknievel Mrcknievel on Sep 21, 2007

    They'll probably sell them all before the first one is delivered. Marketing in exclusivity allows one to throw common sense to the wind.

  • Rashakor Rashakor on Sep 22, 2007

    The nme problem is another urban legend in the making. Although the word Reventon does mean "Blow out" it also mean "Blow out" in the "Monster Bash" sense of the expression. So if you go to a Reventon, prepare yourself for the best party of your life little gringo! As a native Spanish speaker that is how I interpreted the name...

  • Jeff S Some of us don't care either way we are not into this type of car. Most of these will be stored in garages waiting for their value to go up. As someone above noted this is an old body style which is retro 70s Challenger which after researching it came out in the 2008 MY which means a long run for a model that is in its 16th year. I have always liked these but if I bought one I would not spend this kind of money on one probably get the V-6 version and use it as a family car but then I am not into drag racing or muscle cars. For the type of car it is it has a decent rear seat and not too bad of a trunk. Most of us are not going to spend 100k for any vehicle at least currently so its not something most of us will buy and stick in a garage waiting for its value to increase. I am glad that these editions came out for those who can afford them and it keeps a little more color into what has become a very dull vehicle market but then with age I pick the dull appliance like reliable vehicle because that's what I need. Impressive car but not for me.
  • Jonathan The Germans. So organized they can appear disorganized. I agree with some others, classic names like Thunderbird, Imperial, Grand Prix, Ambassador etc. just have more appeal.
  • Bobbysirhan A friend had one when they first came out. He was CFO of some green California company and could charge the Volt at work. At home, the PHEV gave him an excuse to make his wife park her nicer car outdoors while the Volt get their condo's one-car garage. He liked the Volt, and he spent very little on energy during the 'first one's free!' era of EV ownership. Of course, the green company went bust soon after, and he wound up with a job that involved far more driving and ultimately the need for a more substantial car. I drove the Volt once after his wife had made a return trip to Los Angeles, depleting the battery. I don't know what a first gen Volt drives like with a charged battery, but it was really gutless with two adults, a yellow lab, and a dead battery. My other memory of it was that it had a really cramped back seat for a car that was about as large as a Civic. My friend who bought it liked it though, and that's not always been the case for GM vehicles.
  • MrIcky I think the Shakedown is more my speed of the last call editions- but this is impressive.
  • Dukeisduke I tried watching the live reveal last night, but after 15 minutes of jawing by MT+ personalities (and yes, I like Chris Jacobs and Alex Taylor), I turned it off.