Yesterday, the luxury car maker Lamborghini announced a new partnership with Animoca Brands, a Web3 gaming venture capital firm based in Hong Kong. The partnership seeks to explore new brand engagement initiatives in Web3, including unique digital experiences for fans.
One element of the partnership involves a deal with Motorverse. Although it hasn’t been confirmed, there is speculation that the collaboration could see digital Lamborghinis arriving in the racing game metaverse in the near future. The Animoca Brands partnership also extends to Gravitaslabs, a creative design studio that specializes in digital assets and NFTs.
According to a press release from Animoca Brands, the partnership “marks the convergence of automotive excellence with cutting-edge digital technologies.” It also shows the gaming and VC firm is continuing to form critical relationships with traditional companies to help onboard users into Web3.
As for Lamborghini, this isn’t the first time we’ve seen the Italian luxury car manufacturer making moves in Web3. In February of this year, Lamborghini partnered with the digital collectible’s platform VeVe to launch an NFT collection based on the company’s Huracán STO sports car.
Back in 2022, Lamborghini was even more active in the space. That year it auctioned a supercar with an attached NFT, launched the ‘Epic Road Trip’ NFT collection, and unveiled the ‘Space Keys’ collection, which included NFTs created from samples of carbon fiber that were sent to the International Space Station in 2019.
Though Lamborghini was relatively quiet in Web3 in 2023, the recent partnership with Animoca Brands and Motorverse signals a renewed interest in Web3.
Luxury Car Companies Embrace Web3
Lamborghini’s partnership with Animoca Brands is likely to bring about a series of exciting new Web3 initiatives. But Lamborghini isn’t the only luxury car company that’s been wading into Web3 waters. At Rarity Sniper, we’ve written dozens of articles about car manufacturers entering Web3 over the past year.
Here are some of the most recent headlines:
- May 2024. Mercedes-Benz ‘NXT’ Drops New NFT Collection with Mojito
- January 2024. Mercedes-Benz’s New Virtual Assistant Comes with AI & NFT Features
- January 2024. Porsche Embraces Metaverse as it Demoes New Macan Through VR Headsets
- January 2024. Mercedes-Benz’s New Virtual Assistant Comes with AI & NFT Features
- August 2023. Mercedes-Benz to Debut 3rd ‘Core’ NFT Collection: NXT Icons
- April 2023. Mattel to Debut Peer-to-Peer NFT Marketplace
Luxury car companies have always been at the forefront of innovation, so perhaps it should come as no surprise that they are adopting Web3 technologies. After all, Web3 tech like NFTs, the metaverse, and blockchain offer car companies the chance to explore new avenues of connecting with and rewarding their fans.
We’ll have to wait to see what the latest partnership between Animoca Brands and Lamborghini brings, but considering the reputation of both companies, we expect big things. To learn more about how Web3 tech is being used in the car industry, check out our deep-dive article: ‘NFTs in the Car Industry: Digital Collectibles & Beyond.’