Horsepower on ice
Attracting 48 participants from across North America, our program featured a bespoke 2.1-kilometer track for Lamborghini fleet training on ice and snow, showcasing models like EVO RWD, Huracán STO, Urus, Urus S, and Urus Performante. The immersive two-day event, including a stay at Hotel Sacacomie, offered participants winter activities and culinary experiences.
Background
For the first time since 2018, Automobili Lamborghini returned to Northern Québec, to host their Winter Accademia on-ice driving program. This multi-day program put 48 North American participants through a thrilling academy where they learned the skills to handle Lamborghini fleet on ice and snow, with the guidance of Lamborghini Squadra Corse instructors. A custom 2.1-kilometre track was created specifically for the program, where clients were coached through 360°, figure eight, and full track lapping modules.
Clients had the opportunity to get behind the wheel of multiple Lamborghini models, including: the EVO RWD, Huracán STO, Urus, Urus S, and the Urus Performante.
This action-packed two-day event also included a 2-night stay at Hotel Sacacomie in the beautiful Québec forest, exciting winter lifestyle activities such as dog sledding and snowmobiling, and various culinary experiences.
Challenge
Coming out of the COVID-19 pandemic, the Canadian Winter Accademia program had not been hosted since 2018. As such, it was highly anticipated that many Canadian clients and prospective clients would be keen to participate in the exhilarating winter experience.
Following invitation distribution, the take rate from the Canadian market was underwhelming. The preliminary outreach suggested that many existing Canadian clients were keen to attend, however, the registrations proved otherwise. The appeal for Canadians, who are accustomed to cold weather conditions, was not widespread to travel to Northern Québec for a winter program, despite the unique nature of the program.
However, following invitation distribution, American clients quickly seized the exciting opportunity, so much so, there was a waitlist for the event.
Challenge
Coming out of the COVID-19 pandemic, the Canadian Winter Accademia program had not been hosted since 2018. As such, it was highly anticipated that many Canadian clients and prospective clients would be keen to participate in the exhilarating winter experience.
Following invitation distribution, the take rate from the Canadian market was underwhelming. The preliminary outreach suggested that many existing Canadian clients were keen to attend, however, the registrations proved otherwise. The appeal for Canadians, who are accustomed to cold weather conditions, was not widespread to travel to Northern Québec for a winter program, despite the unique nature of the program.
However, following invitation distribution, American clients quickly seized the exciting opportunity, so much so, there was a waitlist for the event.
Solution
Understanding the high demand from the American market, we released spots to this market, with a specific focus on dealerships in warmer states. Almost immediately, spots were promptly reserved by clients in Orlando & Miami, FL, Nashville, TN, Austin, TX, Puerto Rico, and others. To the American clientele, this event presented a unique opportunity to test the limits of Lamborghinis in an extreme environment and terrain, unlike what they have at home.
Results
The 2023 Winter Accademia program gave clients from across North America a once-in-a-lifetime experience to drive Lamborghinis on a frozen lake and learn about the vehicles’ capabilities in the ice and snowy conditions here in Canada. The program saw 50% of the clientele coming from the American market, proving the interest and demand South of the border, and beyond. Since the event, over 3250 user engagements have been generated on Instagram for Winter Accademia and Lamborghini. Northern Québec continues to provide the peak winter conditions that are required for a successful Winter Accademia program. We’ve learned that the demand for this event in Canada extends beyond the Canadian border, and we’re excited to continue to grow this exciting program with Lamborghini in the future.
Core Contributors
