It is not often that automakers come up with mobile phones, but it is also not the first time we have heard about it. Oftentimes, it is the luxury automakers that make these kinds of products. For instance, Porsche has partnered with Huawei for the Mate 9 smartphone, and the company sold it for $1,645 (€1,395). After that, it is now Lamborghini that has returned in the smartphone game.
Lamborghini’s smartphone, the Tonino Lamborghini Alpha-One, is at the pricey end of the spectrum just like its cars. By looking at the phone, it clearly looks like a Lamborghini phone with the branding and the design. It has a leather finish, with a Renaissance-style design that comes with the same features as any other smartphone nowadays. But the company is asking for $2,450 for the Android based phone. Crazy, huh? That is three times more expensive than an iPhone 7 and is priced just like a laptop.
The Tonino Lamborghini Alpha-One has a standard 5.5-inch WQHD display with a Qualcomm Snapdragon 820 processor and Android Nougat. As for the storage, it has as much as 64 GB with an additional expandable storage up to 128GB. It also features 4GB of RAM. Like any other smartphone nowadays, the camera is a vital tool - it comes with a 20-megapixel rear camera and an 8-megapixel front camera. Other features include a dual SIM card support, a fingerprint detector, and the 3,250mAh battery. These features are also what we get from other smartphones.
Two years ago, Lamborghini came out with the Tauri88 and this is the second one with their brand so far. The Italian automaker’s target market for the Alpha One is composed of successful individuals who want a luxurious product with character. Of course, the key word here is successful.
For the smartphone market, success is not just limited to technology, or how technologically advanced your phone is, according to the CEO of DASAN Networks Mr. Nam Min-Woo. He further added that this Tonino Lamborghini project offers people with high standards a product that is beyond the advanced Korea ICT technology, partnered with Italian brand philosophy, design and flair. That is something other smartphones do not offer to the market.
The Tonino Lamborghini Alpha-One will only be sold in a few places including 300 Euroset stores in Moscow and St. Petersburg Russia, as well as Harrods in London. This will also be sold in selected countries like South Korea, UAE, and China. We think Lamborghini should rethink this new venture as this industry is far too different from what it’s best at.