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Lamborghini introduced the Reventón at the Frankfurt motor show. (Photo by Alex Grimm/Reuters)

What was the Frankfurt motor show’s most over-the-top introduction? That had to be the Lamborghini Reventón. The sleek supercar seemed out of place, unveiled here at what was supposed to be a tribute to the automobile industry’s newly professed desire to be environmentally sustainable and responsible.

Sustainable? With single-digit fuel economy? Responsible? With a top speed over 200 miles an hour? Please.

Despite those strikes against it, this is the ultimate Lambo, named for a famed fighting bull (as are all Lambo models) that gored to death an equally famous bullfighter decades ago. The styling is scintillating, no question about it.

But where the Reventón takes a really wrong turn is at the window sticker. The Reventón will retail for today’s equivalent of about $1.4 million. But the way the dollar continues to drop against major currencies, by the time the Reventón goes on sale the bull could definitely do more damage to American wallets.

Not that that it is likely to be an issue. All 20 Reventóns that will be made have already been sold.

Lamborghini is to be applauded for building the Reventón in extremely limited numbers. Too many of today’s supercars — the Porsche Carrera GT and Mercedes-Benz SLR McLaren come to mind — were built in far too large quantities to be considered exclusive. But is the price worth merely an extra 20 horsepower from the same V-12 engine that is in the Murcielago LP640? The Murcielago, remember, costs less than half what a Reventón will.

Seems like to compete in the million-euro club, a supercar maker owes its customer something more like the 1,000 horsepower in the similarly priced Bugatti Veyron.

The Reventón marketing plan reminds me of a TV commercial I saw recently, in which a child was trying to sell a $25,000 hamburger. When someone questioned the price, the child answered, “To make a profit, I only have to sell one.