“When Lambo?” became a rallying cry for would-be cryptocurrency millionaires during the last Bitcoin bull run; now the Italian supercar manufacturer has itself embraced blockchain, using the technology to authenticate heritage vehicles. 

Lamborghini yesterday announced it is using Salesforce Blockchain to secure and authenticate heritage Lamborghini cars. Resold Lamborghinis, writes the car manufacturer, go through 800 to 1000 certification checks at its headquarters in Sant'Agata Bolognese, Italy. 

To create a history of the car, and to verify the authenticity of the parts and services, resold Lamborghinis must pass through a network of photographers, auction houses, dealerships, repair shops, newspapers, magazines and other media sources—a process the manufacturer describes as “grueling.” 

Using Salesforce Blockchain, Lamborghini can create a trust network of parties including technicians, repair shops, and dealerships. From the network, cars will have immutable records of service, restoration, and prior service. 

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Lamborghini said the record’s authenticity would also increase the value of cars logged on the blockchain. 

"Blockchain is changing the way companies approach trust and transparency," said Adam Caplan, SVP, Emerging Technology, Salesforce. "Lamborghini is a perfect example of this—we're excited to see how such an iconic brand is able to innovate and transform the vintage car market with a cutting-edge technology like Salesforce Blockchain."

"Innovation has been at the core of our company since its founding," said Paolo Gabrielli, Head of After Sales at Automobili Lamborghini. "Salesforce Blockchain will allow us to take our innovation a step further, accelerating the authenticity of our heritage vehicles faster than ever."

Lamborghini follows other car manufacturers who’ve integrated blockchain into their services. American car manufacturer Ford is trialling a blockchain service in European cities that would force hybrid cars to switch to electric engines in city centres. Other car manufacturers, including Honda and BMW, have teamed up to form the Mobile Open Blockchain Initiative (MOBI) to explore use cases for blockchain, including a system that lets car owners pay highway tolls and parking tickets automatically,