Horsepower on ice
Attracting 56 participants from across North America, our program featured a bespoke Lamborghini ice track for fleet training on ice and snow, showcasing models like the new Huracán Sterrato, Huracán Tecnica, Urus S, and Urus Performante. The immersive two-day event, including a stay at Hotel Sacacomie, offered participants winter activities and culinary experiences.
Background
Automobili Lamborghini returned back to Northern Québec for the second year in a row to to host their Esperienza Neve ice driving program. This multi-day program put 56 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 Lamborghini ice circuit was created specifically for the program, where clients were coached through a friction circle, figure eight, short and full track lapping modules.
Clients had the opportunity to get behind the wheel of multiple Lamborghini models, including: the Huracán Sterrato, Huracán Tecnica, 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, cross country skiing, snow shoeing and various culinary experiences.
Challenge
Entering the 2024 program, we were armed with invaluable insights from 2023 and a burning ambition to elevate our offerings to unprecedented heights. Set amidst the serene wilderness of Sacacomie, nestled deep in the heart of Northern Quebec, our mission was clear: to transform this remote haven into a sanctuary of unparalleled luxury and exhilaration.
As we delved into our post-program analysis, it became evident that to truly harness the full potential of our track experience, we needed to embark on a journey to the most scenic corners of Sacacomie. The rugged terrain and natural beauty of this location offered the perfect canvas for our ambitious vision – a Lamborghini utopia amidst the wilderness.
Challenge
Entering the 2024 program, we were armed with invaluable insights from 2023 and a burning ambition to elevate our offerings to unprecedented heights. Set amidst the serene wilderness of Sacacomie, nestled deep in the heart of Northern Quebec, our mission was clear: to transform this remote haven into a sanctuary of unparalleled luxury and exhilaration.
As we delved into our post-program analysis, it became evident that to truly harness the full potential of our track experience, we needed to embark on a journey to the most scenic corners of Sacacomie. The rugged terrain and natural beauty of this location offered the perfect canvas for our ambitious vision – a Lamborghini utopia amidst the wilderness.
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Solution
Fueled by passion and determination, our team embarked on a quest to redefine luxury in the most unlikely of places. Drawing inspiration from the sleek lines and raw power of the Lamborghini, we set out to create a sanctuary of opulence amidst the stark beauty of Northern Quebec.
From the moment our guests arrived, they were enveloped in an atmosphere of extravagance and excitement. Our team spared no expense in curating an experience that surpassed all expectations, from the moment they set foot on the frozen tundra to the adrenaline-fueled rush of tearing through the ice track in a Lamborghini.
But it wasn't just about speed and thrill – we recognized the importance of indulgence and relaxation amidst the thrill of the chase. Bringing in chefs to tantalize the taste buds of our discerning clientele, and curated a premium hospitality tent on the ice track where guests could unwind in style between laps.
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Results
The 2024 Esperienza Neve 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 more than 50% of the clientele coming from the American market, proving the interest and demand South of the border, and beyond. Northern Québec continues to provide the peak winter conditions that are required for a successful Esperienza Neve 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.
