CES 2020 finds Amazon and Lamborghini in cahoots to the benefit of new Huracán EVO owners; the new model year will find the updated slope-shouldered Lambo model sporting Alexa, allowing drivers to concentrate on the road whilst controlling cabin features.

The equipping of a high-end luxury car with Alexa may mark a watershed moment. This is the first time a carmaker has entered into an agreement with Amazon to equip a model with the voice-interactive AI, and it indicates the market demand at this tier of auto sales for the most up-to-date tech possible.

The HMI—that is, ‘human machine interface’—in the car is a direct factory installation. Using it, new Huracán EVO owners will be able to activate and adjust creature comforts like climate, music, ambience and seat-heating, as well as access navigation, make phone calls and—with Alexa at home waiting—operate a gated entrance, open a garage door, or perhaps turn on some lights.

This is just the beginning of the Amazon-Lamborghini relationship, which may prove to be a long one—and an influential one. Other high-end carmakers may well want to jump on the Alexa bandwagon.

Or so Amazon hopes.