Christian Ferri, CEO of Web3 Pro, and Christian Mastro, CMO of Lamborghini, discuss their NFT partnership.
Why is Lamborghini entering the digital world?
Mastro: We feel that the younger generation today has a blurred line between the digital and physical worlds, and we want to stay relevant—just as Lamborghini always has been.
In the past, posters of Lamborghini’s countach, for example, were hanging on the walls of the younger generation in the ‘70s and ‘80s. We think that NFTs could be the source of inspiration for today’s younger generation, just as posters were in the past.
It’s important for us to remain relevant, not only for our customers but also for the dreamers, the fans, and the public. With NFTs, we share the same values of creation, innovation, and rarity. This is also what customers and fans around the world expect from a brand like ours.
Why did Lamborghini choose Web3 Pro?
Mastro: We chose Web3 Pro because their team has experience with big corporations, and Christian [Ferri] has always been a pioneer in this field. Plus, we’re always looking at what Lamborghini is doing in terms of sustainability. We want to be consistent with our future plans, and Web3 Pro has proven to be an eco-friendly and sustainable company in regard to the blockchain, which can be a sensitive topic.
Ferri: Web3 Pro is thrilled to be working with such an iconic company as Lamborghini. We pride ourselves on being the number-one enterprise-grade NFT solution serving the largest category leaders in the world. Working with Lamborghini just proves our leadership position.
How do NFTs integrate into the overall business strategy?
Mastro: For Lamborghini, this means to be consistent with our values. We say we are brave, we are unexpected, and we are authentic. What better idea than NFTs could represent these values? What could be more of an innovative field than NFTs?
We say that we are the one who is always driving the humans beyond, and we are the first automotive manufacturer that is entering a field that is so new and so interesting. This partnership provides us with the power to engage with the next generation through NFTs, and we want to always be the first one in terms of innovation—not just physical but digital as well.
There are two ways we can do this: We can communicate with the newer generation, with NFT collectors and passionate dreamers. But we also have the world of the owners. There are a lot of possibilities to use NFTs as a tool to strengthen our relationship with them.
What are NFTs’ role for global brands in the future?
Ferri: Like Lamborghini, several other global companies are also recognizing how powerful NFTs can be for their business in terms of driving better engagement with clients, their fan base, and new target demographics. Beyond the use of collectibles in the NFT marketplace, these digital tokens are not only being used to deliver rewards and to access experiences in a brand’s world, whether physical or digital, but also as authenticated skins and assets in video games and the Metaverse.
What was the purpose of sending carbon fiber into space?
Mastro: Carbon fiber, novel technology, and luxury are pillars of the Lamborghini brand. Lamborghini is releasing five space-themed NFTs as “space keys.”
This is what can be done with carbon fiber elements sent into space. It is not only to be used in the automotive field; it can be important for other industries as well. What we’ve been doing with carbon fiber in the past is to look at the scientific results that can be recognized in this field.
What was the symbolic importance of carbon fiber in your NFT launch?
Mastro: Carbon fiber is a key element for us, especially looking at Lamborghini in terms of innovation. Carbon fiber is representing Lamborghini in this context. We have always been a pioneer in this respect, and sending carbon fiber samples to space was, for us, a way of breaking the status quo. It’s not just about someone else looking into space but also an automotive company looking at what could be the consequences of sending carbon fiber to space. And for us, it is also very important to see the results of this study because it could help us not just in creating and giving more innovation to the carbon fiber components we use, but as elements of going beyond humanity and looking at what can be done with carbon fiber.
Are there more NFTs in Lamborghini’s future?
Mastro: There are more NFTs in Lamborghini’s future. This is a long-term strategy for us and for our brand.
Ferri: Web3 Pro is committed to supporting Lamborghini and their teams throughout the journey into NFT brand marketing. We are excited to help such a visionary leader with their NFT strategy for years to come.
This is the first time that such a large enterprise in the automotive world is entering the digital world with such full force, not just from the collectible standpoint, but beyond, using NFTs to drive engagement with customers and fans, especially in younger generations.
The lines between physical and digital are getting more and more blurred, so companies such as Lamborghini are realizing that they need to step forward to bridge that gap. NFT marketing is a way to do so; branded digital tokens are a way to connect the two worlds, and create and provide a better experience to customers and fans in targeted demographics.
Thanks to their properties of authenticity, trackability, programmability, and digital scarcity, NFTs will soon become the backbone that will power any transaction of record over the internet. Specifically, Non-Fungible Records-as-a-Service (NAAS) is an enterprise-grade, configurable back-end that allows companies to gain instant NFR capabilities and power any NFR-based use case requiring authenticity, trackability, and programmability of records. NFTs are set to transform brand marketing strategy for companies everywhere.
