Car maker Lamborghini has revealed a new £2.58 million model, despite building only three, all of which are sold.
The latest in its tradition of bespoke cars, the Veneno is the fastest, most powerful Lamborghini ever built. At the Geneva Motor Show, where it was unveiled, Lamborghini boss Stephan Winkelmann made sure to rev the engine as he drove the car out on stage.
But why build a car for just three people?
"It gives you a high degree of freedom in terms of the design, you can test materials and new technologies, it has a halo effect on the other products," said Mr Winkelmann. "Last but not least, you're fulfilling dreams, at least for a few people."
Lamborghini is not immune from the travails of the economy, but sales of high-end cars, like many luxury products, have been surprisingly resilient. And a one-off like the Veneno creates a lot of buzz - or a halo - for the rest of the brand. Lamborghini is also part of the highly successful Volkswagen Group, which is weathering the European storm better than others.
Two of the buyers - both Americans - were in Geneva to get their first look at the car, having signed the contract long ago.
Antoine Dominic, who runs a Lamborghini dealership on Long Island, and Kris Singh II, a Floridian who is managing director of an investment firm, both have collections of exotic cars and both plan to actually use the car.