Lamborghini helped kick start the Motorsport season for 2018, with a record 8 cars entered at Daytona last weekend. The 55th race to be held at the Rolex 24 at Daytona, is a 24-hour endurance race held at Central Florida’s Daytona International Speedway.
The race began at 2:30 Saturday afternoon. Over the next 24 hours, dozens of four-person relay teams sped around the 3.56-mile circuit 659 times, including several hours in the rain. Of the 55 cars that started the race, 41 finished.
Every automaker arrives at Daytona with hopes of victory, a luster that could trickle down to its showrooms. Win on Sunday, sell on Monday, as the motorsports adage goes. The race is a chance for brands, especially the upscale Italian and German ones, to showcase a luxury lifestyle backed by the dynamism of its cars.
It’s also a war of attrition, a grueling marathon prone to inclement weather, exhaustion, and mechanical malfunction. Though it didn’t win, Lamborghini set a record with the most cars competing in Daytona’s GT class – eight Huracan GT3’s. Executives said they hoped its presence would reinforce its image as a super sport luxury brand, even without a win.
“We like a family feeling,” Giorgio Sanna, head of Lamborghini Motorsport, said from the automaker’s suite overlooking the track at Daytona International Speedway two hours into the race. “We try to export this family feeling to our teams.”
Races such as Daytona, provide automakers an opportunity to show how well their cars perform under stressful conditions. Said Maurizio Reggiani, Lamborghini’s head of research and development, “It’s a chance to prove reliability, competitiveness, and ease of use.”