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Lamborghini: The 1.38 Million Dollar Ride

Lamborghini Reventon
Lamborghini Reventon

How's this for exclusive? Lamborghini unveils its newest model today in Frankfurt, Germany with a pricetag of $1.38 million. And here's the best part: Lamborghini has already sold out ALL 20 of its new million dollar ride. (Check out the slideshow below)

Lamborghini's Reventon (pronounced: re ben ton) is a virtual rocket on wheels: 650 horsepower, goes 0-100 km/h in 3.4 seconds, and has a top speed of 340 km/h (211 mph). Your basic ultimate sports car.

Why would Lamborgini build this version of its Murcielago LP640? And more importantly who will pay over a million bucks for this car?

When I visited the Lamborghini headquarters outside Bologna, Italy back in July, I was struck by something CEO Stephan Winkelman told me. He called his line-up of super sports cars the "salt" drivers want. After spending a week in Italy driving a Lamborghini, the flavor is intoxicating.

There are few things that match driving 150 mph in the Italian countryside and watching the Lamborghini ahead of you pull away at 190 mph.

As for who is buying the 20 Reventon models that will be built? More than half are in the U.S. and I wouldn't be surprised if many are in Southern California. Three weeks ago I drove the California coast with many of these Lambo lovers. For them, the beauty of this car is less the status that goes along with driving a Lamborghini, and more about pushing their ultimate rides to the test on extended drives.

Somehow, I won't be surprised if some of the Lamborghini owners I met in California are among the 20 paying over a million for the new Reventon.

Questions? Comments? BehindTheWheel@cnbc.com

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