Lamborghini comfortably made the shortlist for the daftest smartphone of 2012 with the tastelessly bling TL700, and it's back for more with its latest venture into mobile, the Antares.
And would you believe it's actually a half-decent effort this time, with Lambo having ditched the gold for a more tasteful stainless steel, and kitted the Antares out with a respectable spec to boot.
But first things first, let's get it out of the way: this phone costs £2,500.
That sort of price tag admittedly makes the specification largely immaterial, but it could definitely be worse: you get a quad-core 1.5GHz processor, 2GB of RAM, 32GB of memory plus an SD card slot, impressive 13MP/5MP cameras, Yamaha amp and speakers and Android 4.2 Jelly Bean.
On the downside, the display is a 4in panel offering a decidedly average 960 x 540.
It looks pretty good, it must be said, though why every car-inspired phone design has to come with fake rivets remains a mystery, but unfortunately the Lamborghini name (even the Tonino Lamborghini clothing/accessories line) evokes visions of supercar performance, and the Antares is likely to deliver something around the mid-range Audi A4 level.
Why can't the likes of Tonino Lamborghini, or Vertu, or Tag Heuer, charge an extra £1,000 (what's the difference at this sort of price level) and use the extra cash to give you something that matches the brand ethos they're looking to promote – like an octo-core, 4K, LTE-A, 3D, flexible, wireless charging uber-phone? And lose the bloody rivets while they're at it.