Redmi's Lamborghini Phone (yes) Raises More Questions Than Answers
Xiaomi has launched the Redmi K70 series consisting of three interesting Android phones. But the company may have announced its strangest brand collaboration in recent years.
Redmi took this opportunity to announce a partnership between itself and supercar brand Lamborghini. The final result is the Redmi K70 Pro Automobili Lamborghini Squadra Corse.
Failed partnership?
Considering Lamborghini produces multi-million dollar supercars and Redmi is a low-cost smartphone maker, that's a tough deal. So it's hard to stay honest when Lamborghini's motorsport chief says Redmi shares the same goals, vision and DNA.
Of course, some would argue that phones with car logos are more desirable than anything else. However, at least some people buy car-branded phones because they are fans of the car, but they don't actually buy the car. You also have to assume that people who buy equipment for a particular brand of car have a car and want something that matches that brand.
However, Redmi has always been a value-oriented brand, even within the Xiaomi family. It would make more sense if Lamborghini partnered with parent brand Xiaomi, which has long emerged as a premium player. Redmi's value focus clashes with Lamborghini's multi-million dollar supercar brand.
Even outside of Xiaomi, I can think of more suitable partners for Lambo phones, such as Samsung, Sony, and Huawei. Of course, Lamborghini's previous smartphone partnership seemed like a better solution. The company has previously partnered with OPPO to present special editions of its flagship phones OPPO Find X and OPPO Find X2 Pro.
But this is not the first time Redmi has been associated with a car brand. Previously, the company launched a special Redmi K50 series cellphone in collaboration with the Mercedes F1 team. It was a partnership with a Formula 1 team, but even so, overall a partnership with Mercedes still seems a better fit than this Lamborghini deal.
However, the smartphone car partnership is not just about bringing together the same brands. This reference is usually to emphasize high performance and special beauty. So the device looks like a supercar in smartphone form, but under the hood it's the same as the top-of-the-line K70 Pro.
Features and prices of Lamborghini phones
On the other hand, the Redmi K70 Pro Automobili Lamborghini Squadra Corse offers 24GB RAM and 1TB internal storage. The phone also has an interesting design: an angular back cover in green or yellow. In fact, Android executive Amir Siddiqui compared the display to struggling luxury brand Vertu's phones.
What do you think about the Redmi and Lamborghini deal?
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Apart from that, the Redmi K70 Pro is identical to the automaker's Lamborghini Squadra Corse K70 Pro: Snapdragon 8 Gen 3 chipset, 5,000mAh battery with 120W wireless charging, and 6.67-inch QHD+ OLED display. You'll also find a fairly versatile triple rear camera setup here: a 50MP main camera with f/1.6 aperture (LYT-800, 1/1.55-inch, OIS), a 50MP 2x portrait camera, and a 12MP camera.
The standard Redmi K70 Pro is priced at CNY 3,299 (~$466) and CNY 4,399 (~$621) for the 24GB/1TB model in China. The Redmi company has not yet announced the price of the Lamborghini model. Of course, you'll pay more than $621 for the custom option.
