Lamborghini hires JMPR for US launch of new $160k car

WOODLAND HILLS, CA: Automotive PR specialist JMPR is helping Lamborghini, which is owned by Audi, introduce its new V10 Gallardo high-performance car to the US market beginning this month.

WOODLAND HILLS, CA: Automotive PR specialist JMPR is helping Lamborghini, which is owned by Audi, introduce its new V10 Gallardo high-performance car to the US market beginning this month.

The two-seater coupe will be the lowest-priced Lamborghini on the market at about $160,000. It is also the Italian automaker's largest production run, at about 1,000 cars per year.

Woodland Hills, CA-based JMPR introduced the car last week with an event dubbed the "Giro Gallardo," in which Lamborghini executives, owners, and press drove from Northern California to the Monterey Classic Car Weekend on the Central Coast.

JMPR principal Joe Molina said the launch is expected to rely heavily on events and outreach.

"They do not have a large ad budget, so most of the money is funneled into promotions supported heavily by PR," he said.

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