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Jon Olsson drives his Lambo up a glacier because why not?

The latest stunt by Jon Olsson has no particular purpose, but we love it just the same. Olsson, a former ski racer, always has a neat car with an equipment carrier stuck on top, and in this video he puts his customized rear-drive Lamborghini Murcielago LP 640 to work at Fonna Glacier Ski Resort in Norway. Makse sense to us. As he says in the short video, the aim is to have fun. He drives the Lambo up the Norwegian glacier aided by monster rear tires with some frightening studs, and then he makes things a little more interesting by creating a giant giant slalom course for the car. Olsson even clips the gates with the mirrors and front tires as he makes the turns, like you would on skis (except replace mirrors with pole guards and tires with skis). Snow is sprayed, there's lots of V12 revving, and it's all beautifully shot. It looks like he accomplished his modest goal. A little more about the car: On his website, Olsson says it took three years to build. One year was wasted by the first guy that offered to build it for free and ended up selling parts off of it to make rent. It then took two years to make things right again and add a carbon-fiber body kit, an IPE exhaust, a suede interior, a carbon steering wheel from a Gallardo, bigger brakes, and convert it to rear-wheel drive. His signature ski box sits on top, supported by a custom rack, and of course the whole car is plastered with logos from Olsson's sponsors, because those winterized supercars cost money, you know? Oh, and Olsson has owned a lot of cars. Mostly Audis and Lamborghinis lately, but his past includes a couple of track-prepped 3 Series and a Mazda B2000. Our kind of dude. Related Video:

Lamborghini struggles to cap its own production to maintain brand exclusivity

Lamborghinis, Ferraris, Bentleys, and so on demand high prices, and that's not just because you’re buying incredible performance, technology and luxury. YouÂ’re also buying exclusivity. Recently, however, Wall Street and shareholders have been pressuring supercar makers to produce more cars and yield more profits. The problem is that higher production volume compromises exclusivity and dilutes the brand. So while LamborghiniÂ’s shareholders want the company to produce more cars, executives are seeking to impose limits and cap production. "We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," Lamborghini CEO Stefano Domenicali told reporters at an event inaugurating the companyÂ’s newest paint and body shop at the SantÂ’Agata Bolognese plant in Italy. The execs are having limited success, however, as the company announced that it plans to sell more than 8,000 cars this year, which is “the right dimension of our company with our current product portfolio,” Domenicali said. A run of 8,000 cars would be an increase of 39 percent from 2018's total of 5,750 new Lambos. It has been a strong decade for Lamborghini; a mere 1,302 vehicles were sold back in 2010. However, that goal of 8,000 could swell to around 10,000 cars, depending on whether the company adds another model to its small lineup. Such a case would have to be deliberated among shareholders. Lamborghini saw considerable growth in the first quarter of this year, likely attributed to the launch of its Urus SUV. So far, analysts are forecasting an increase in revenue to around 1.7 billion euros, or $1.92 billion USD, up from 1.42 billion euros or $1.6 billion USD in 2018, said Chief Financial Officer Paolo Poma. At the same event, Lamborghini confirmed that an electric supercar is not in its future at this time as “customers are currently not interested,” Poma said. However, Lamborghini is indeed seeking to add hybrid vehicles to its lineup by 2025, as itÂ’s pressured to lower CO2 emissions and meet future mandates. The Urus is expected to be one of the cars receiving a hybrid powertrain, as it is not planned to get a V10 or V12 engine.

Lamborghini unveils Aventador SVJ 63 Roadster and Huracan EVO GT Celebration

Lamborghini didn't stop at removing the roof of the limited edition Aventador SVJ in order to create the Aventador SVJ Roadster. Instead, the Italian carmaker puts its Centro Stile design division in a room with the Ad Personam customization division, and they came up with colored-keyed takes on what's called the Aventador SVJ 63 Roadster. The "63" refers to both the year Ferruccio Lamborghini founded his car company, and the number of open-topped SVJs that will be made. The eight exterior themes that will be exclusive to this car start with the one shown on the Pebble Beach concept lawn, in matte Grigio Acheso with details like the "SVJ" and "63" graphics in Arancio Dac. Matte Titanium center-lock wheels get Arancio locking plates.  The interior will offer three themes in the SVJ's usual materials, Alcantara and Lamborghini's CarbonSkin. A badge on the steering wheel plays off the "63" logo inscribed on the back wall in lasered Alcantara and CarbonSkin. The show car's cabin rocks it up with Grigio Octans, Grigio Cronus, and Arancio Dryope (orange), with the carbon fiber seats finished with white Q-Citura cross-stitching. The news about this car is little more than a public service announcement, though, since all 63 examples are already sold. Lamborghini put two more surprises in its Monterey trailer, the first being the Huracan EVO GT Celebration. Thanks to the Grasser Racing Team and Paul Miller Racing, Lamborghini's won both the 24 Hours of Daytona and the 12 Hours of Sebring two years in a row. Limited to 36 units — the combined race durations in hours — the Huracan EVO GT Celebration plucks the GRT livery motif for its street version. The display version wears Verde Egeria and Arancio Aten, but there are nine combinations possible by combining the three available primary body colors and three available secondary colors. The Huracan's hexagon design motif is used to frame the “11,” the number of the GRT racer that won Daytona and Sebring this year. Badges on the sides read "Daytona 24" and "Sebring 12," and the driver's B-pillar is adorned with a carbon fiber plate inscribed with "X of 36." Race fans who want to go all the way can order a Lamborghini Squadra Corse shield placed on the roof between Italian and U.S. flags, and laurel wreaths on the rear fenders. The interior borrows the primary exterior color for cross-stitching on the new racing seats introduced on this car.