One of the tricks shopping malls use to encourage people to buy more stuff is to raffle cars. That’s why they always a couple of cars on display. These cars are most often than not a sedan or a crossover; something families would like. In Italy, though, things are a bit different.

A shopping center in Bologna for instance has recently put this extremely rare and extremely expensive Lamborghini Veneno Roadster on display to attract customers! It’s been positioned in a part of the mall where all the high-end brands are located, and no, they are not giving it away. The car might attract the attention of a wealthy shopper though, and forces him or her to write a $4.5 million check.

Lamborghini Veneno Roadster is a cooler and even more dramatic version of the Veneno coupe. But unlike the coupe of which only 4 were made (one for Lambo museum and three for customers), the Roadster is going to be copied 9 times. That is, of course, if they can find that many people willing to pay the mahoosive price tag.

Lamborghini Veneno Roadster is based on the $300K Aventador and has the same exact underpinnings.

Photos by BeyondSpeed