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Lamborghini isn’t a brand that most car people can relate to. It’s sort of the ethos of the brand. Italian, pure-bred supercars tend to be that way. Despite the bull’s lofty pedestal, the debut of the Lamborghini Huracan Sterrato had a bit of the “everyman” (for lack of a better term). A Lamborghini made to get dirty, at least in theory, seemed almost human. However, this new ad went ahead and sucked this lifted off-road supercar back into outer space. 

Why did Lamborghini choose spoken word for the Huracan Sterrato ad? 

The internet has been ruthless toward this Lamborghini ad. Many were nervously excited to see what Lambo would do with a lifted “off-roader” other than the Lamborghini Urus. Admittedly, the idea is fun. However, in practice, it feels contrived and absurdly limited without any help from the commercial. 

The storm of jeers from the internet, spearheaded by Twitter, seems to focus on the main cringy element of using a cheesy-voiced, alphabet-soup-like spouting of spoken word poetry about a dirty car. 

The footage is your standard fare; the hero car ripping through the desert in wide arching drifts followed by a cartoonish tail of debris—these shots, paired with some sprinkles of fancy-looking young people slow-motioning through some vaguely near-eastern ruins. The vibe seems to be a sort of 1930s explorer mixed with someone snowboarding in the desert. Then there are the voiceover slam poetry words, a slurry of vague cliches spoken in an artificial, gravely voice. 

The voiceover is really cringy

Here it is generously transcribed by the folks at Carscoops. The transcript only gets cringier when read. 

“This one’s for you

Concrete yearner

Tamer of curves

Master of speed

Wear your finest suit

Dirt is made for it

Let the showoff begin

On this new concrete

Spray paint powder on tires

That thrive on the rim

Dust is gold

Dirt’s for the bold

Block out the sun

Raising red clouds

On that dry ground

Make gravel rain down

Let adrenaline and fun collide

Spraying grains of dust aside

It’s no filth

This is design

Any amount of grime is fine

The more you get dirty

The more you’ll shine

Dust is gold

Dirt’s for the bold

Dust is gold

Dirt’s for the bold”

What is the Lamborghini Huracan Sterrato? 

lamborghini Huracan Sterrato in green
lamborghini Huracan Sterrato | Lamborghini

If you don’t follow the world of quarter-million-dollar supercars, the Lamborghini Sterrato is a bit shocking. Sure, Lamborghini has the Urus, which sort of broke the mold, but the Sterrato is a lifted, knobby-tired take on one of the Lamborghini greats, the Huracan. Seeing this fighter jet taken to the dirt is cool but bizarre. 

A 602-hp 5.2-liter V10 powers the Italian off-roader. This power is spread out to all four wheels by a 7-speed dual-clutch gearbox. From a standstill, the dirty Huracan hits 60 mph in only 3.4 seconds and tops out at 160 mph. 

Aside from the 1.7-inch lift, special wheels, and off-road tires, the Huracan Sterrato sports specialized upholstery and some unique logos on the dash. 

Lamborghini is only making 1,499 examples starting in February of 2023. US prices haven’t been released yet, but are expected to start around $275,000 based on European prices and exchange rates.


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