The percentage of Lamborghinis that I fit in took yet another hit as the company now makes (or at least slaps its name on) a stroller. The result of a collaboration (or collaBROation depending on how you see it) with high-end child conveyance company Silver Cross is the upcoming ‘SILVER CROSS X AUTOMOBILI LAMBORGHINI’.
Dubbed a new generation of “super strollers,” it looks like a seriously posh item focused entirely on making sure that a kid can travel literally anywhere outside of the home via a Lamborghini. I hadn’t heard of Silver Cross but it turns out that it’s pretty old (1877) and probably well-known in stroller enthusiast circles. I don’t know for sure though, I don’t have kids.
Now, the two believe this partnership’s product is “Born To Perform.” Yes, I’ve ‘registered my interest’ so that I can bring you the latest on “driving the extraordinary”, “exclusive behind-the-scenes design insights”, and “one-on-one” interviews with creators.” Til I hear more, let’s chat about this whole situation.
Dubbed the “Reef AL Arancio”, the stroller in and of itself seems like a perfectly prim and proper way to ferry a baby around. It comes with a powder-coated chassis, upholstery made of leather and suede, and even some bright orange highlights that appear to match Lamborghini’s Arancio Bruciato hue.
The company unveiled the stroller in the flesh at Kind + Jugend, the “established trade and trend event for parenting brands, in Cologne, Germany” this week. That said, it won’t be available to the general public until 2025.
Even then, Silver Cross is only going to build 500 of them so register your interest now if you want any shot at this super stroller. Why on earth would Lamborghini, a company founded out of spite, with cars named for deadly bulls, with automotive legends in its history, put its name on a stroller?
To Beat A Merchandising Company You Have To Become A Merchandising Company
If you thought money you’re 100% correct. In 2023, the Italian automaker reported gross revenues of 2.66 billion euros. That’s a 12.1 percent bump over 2022 and yet it’s completely dwarfed by Ferrari’s 5.9 billion euros in revenue. Did Ferrari sell that many more cars? Not even remotely.
Lamborghini shifted just over 10,000 cars during 2023. It’s the first time it’s even broken the five-figure production car threshold too. Ferrari built and shipped just 13,663 cars. Sure, it’s more, but it’s not nearly three times as much.
How is Ferrari making that much scratch without building far more cars? Merchandise plays a key role, a 15 percent role in 2023 to be exact. Don’t forget that only one of these companies plays in the Formula 1 circuit. Sure, F1 costs a lot but it’s also where people who willingly pay hundreds for nachos gather.
Ferrari offers everything from branded soccer jerseys to ballerina shoes to $900 hoop earrings. Lamborghini might as well dive head first into gaming chairs, turn tables, and a $24,295 book right? After all, these collaborations fund absolutely wild cars like the Ferrari 12 Cylinder. I mean Cilindri. I mean 12Cilinidri. Whatever we’re calling it, it’s here because of the earrings.
Unless Lamborghini truly does something wild and goes back on its word (it wouldn’t be the first time–looking at you Countach LP800-4), Ferrari officially has the last laugh between the two by building the literal last naturally aspirated V12. It also currently makes so much more money than Lamborghini which also tends to make executives smile.
To catch up to Ferrari on and off of the track it needs cash and one of the simplest ways to get it is to partner on things like the ‘SILVER CROSS X AUTOMOBILI LAMBORGHINI’. Do we all have to love that sort of crossover? No, but if we want car companies like Lamborghini to be a little more successful so that they can build wild stuff, this is the price we pay.
[Ed note: There’s an argument to be made that this isn’t even a bad thing. A premium car company that is focused on making profitable cars will inevitably just make more crossovers. A company with a brand that needs to be protected is likely going to be motivated to build fewer, better, and crazier cars. – MH]
We have a Silver Cross Pioneer pram that we purchased second-hand for $200. It’s a decent $200 stroller, but if we paid retail for it (~$1800) we would have been quite disappointed. It gets stuck on uneven terrain or even a few stray twigs far too easily. There’s also an uncomfortable amount of flex when tilting onto its two rear wheels when manoeuvring over larger obstacles. In a way it’s a good tie in with Lamborghini as I imagine they would be much chop on anything rougher than a racetrack either. We ended up buying a Baby Jogger City Mini GT2 second-hand (again for $200) to act as our “off-road” pram (we live in a hilly, semi-bushland area), while the Silver Cross stays in the boot of the car for trips to the shops and places like that. It’s worked out quite well in that respect.
Ah yes, it will perfectly fit in the lineup all covered in puke and white powder.
What kinda tires is this rocking? Better be some summertime compound! I’m really tired of my all seasons. Even at responsible speeds around my neighborhood I find loss of traction in the corners abhorrent with our current stroller.
Prim and proper pram was right there.
I’m disappointed by how tame it looks. A Lamborghini stroller should look like the cross between an F-117 and Grogu’s hovering egg. People should see it and ask “Is that a stroller, or a stealth missile on its loading cart? Will I find a baby or 200 pounds of high explosive inside?”
Lamborghini stroller eh? Now add a Tesla flamethrower and by God you might have something!
I’d like to hear more about these nachos that cost hundreds of dollars.
If you happen to have the fortune of attending one of those ‘glamour’ F1 races (Monaco, Singapore, Miami, Las Vegas), that is absolutely a thing.
I think this makes a tonne of sense. Very forward looking. In a neighbourhood full of kept young wives putting out for toys like luxury SUVs, I could see demand for status prams around the corner. They should do branded breast pumps and designer dogs next.
They also need to do a line of butch red wagons for the occasions daddy takes the kid out. They’ll never be seen pushing a pram. Just like minivans are anathema and it has to be a SUV, the demographic has to have a red wagon and a ball cap to wear to maintain their supposed masculinity (or ‘dude cred’).
Dude cred? Wtf is that? I have a little girl. She wants to play dress up and have a tea party? Welp, I’m putting on a dress and having tea, dagnabbit!
That’s dad cred, not dude cred. Dad cred is worth so much more.
A lizard man in a human suit putting on a dress for a little girl’s tea party.
This I gotta see!!
Dresses are great! Easy tail accommodation
Please pray for Rosemary’s baby. That thing is creepy as hell.
You have to be a grade A moron who has never had a kid to buy this. Leather and suede? Fuck that. For those of you who haven’t had kids, guess what babies do all the time? Throw up and shit their diaper so explosively it overflows. Good luck cleaning that off leather and suede.
And that stroller has shit for storage. Babies require you bringing half your house just to take them to the grocery store.
That is what the nanny is for. It is only peasants that clean.
“For those of you who haven’t had kids, guess what babies do all the time? Throw up and shit their diaper so explosively it overflows. Good luck cleaning that off leather and suede.”
No problem! Fine leather products used to be made (and maybe in China still are) by soaking hides in vats of rancid feces for weeks at a time:
https://www.thevintagenews.com
Besides pro biotic enzyme cleaners are a thing now. I can attest those work shockingly well on even baked in cat urine.
Lamborghini are late to the game. Maclaren strollers were the hot thing to have ~10 years ago.
They were all over Park Slope where my sister lives. And since all the stores are tiny, the $1000+ strollers would just parked on the sidewalk when the parents/baby went in a store.
Except that the Maclaren you’re thinking of is not the car Maclaren.
Prams and strollers :
https://en.wikipedia.org/wiki/Maclaren
Cars :
https://en.wikipedia.org/wiki/McLaren_Group
TIL!
I bet Ferrari is already in the stroller game since they have branded everything else already.
I lived in park slope and raised my kids in Maclaren strollers. They are great. The place to buy them was a baby products place on the lower east side run by an elderly Jewish couple.
Unless you got a double wide with a standing board for the older sibling of twins (god help you) they aren’t anywhere close to a grand.
The nice thing about the MacLaren was that they were easily taken apart and put together so that you could take two or three wrecked strollers that you found at stoop sales and reassemble them into a Franken-stroller, that’s what I did
Just like the cars, however, they really wear the tires out fast, especially on the bluestone sidewalks of Park slope.
There was another brand that was two or three times as much.
The stoop shopping in Park Slope is amazing. Every time I visit my sister, she has another story of a great find.
I bought a $3000 book for 50 cents once at stoop sale. It was a book a famous artist made while he was in college and stapled it together in an edition of 30. It’s rare to the point of merely rumored to exist.
Actually, there are so many people in publishing or who review books for a living that you find amazing books left in piles on the street.
It’s also great for finding mid-century Bauhaus furniture if you don’t mind that it’s been used in somebody’s yard for 10 years before they threw it out.
Of course, when I moved there in the early 1990s, it was still a neighborhood with five or six phone booths on every block for all the drug dealers.
My first vehicle was a Silver Cross perambulator, a magnificent conveyance straight out Mary Poppins. Coach built and glossy black with gold pinstripes and space enough for one very pampered infant or two toddlers sitting face to face waving regally at suitably impressed passers by. It had done sterling service for several generations but my sister was destined to be the last infant it carried.
Silver Cross prams had 21 inch rear wheels and 18inch fronts, leaf suspension and a beautifully engineered rod braking system. Other small boys had soapbox carts and I wanted one too. As luck would have it my father was headmaster of a boys boarding school which happened to have a fully equipped woodwork shop, and a metal workshop to go with it. After a solid teak dining table bravely sacrificed itself to the cause I had the most brilliant cartie the world (well, me anyway) had ever seen.
It was the Lamborghini of soap box carts!
I’ll register my interest in learning the price!
Might as well start ’em young, it’s the same as putting cartoons on cigarettes.
“All my life I’ve sought the comfort, the style, the statement made by the stroller of my infancy. If only that company made a car to the same exacting standards of performance and luxury…”
When my first child was born, my wife and I bought a large stroller that the car seat bassinet carrier could snap into. The stroller was large, unwieldy, and bit my fingers multiple time when trying to origami it into it’s folded configuration before being stowed in the trunk.
On a trip to visit the grandparents we did not take the Cadillac of strollers and instead bought a cheap umbrella stroller at our destination. We never used the first stroller again.
I guess I am not wealthy enough for this to interest me for the short period of time it would be useful.