Since its inception, Lamborghini has always about breaking the mold and challenging the norm. From tractors to supercars, founder Ferrucio Lamborghini must have had the terms “unique” and “distinct” in mind when he established the “house of the raging bull.” The Italian luxury sports car manufacturer has envisioned and presented a variety of concept cars throughout its history, and now, expands this idea through its Ad Personam program.
Ad Personam is Lamborghini’s exclusive customization program—available for the Huracán and Aventador—that allows customers to personalize their Lamborghinis. Customers can select from a variety of options. According to Lamborghini, “There is an infinity of possible combinations, from the colors to the materials: from the logo on the seat that may be hand stitched instead of branded, to the initials stitched inside the vehicle’s interior, or even a custom color, all meeting the company’s exacting standards of quality. Or the possibility to choose from various types of materials, from luxurious Lambo Vintage semi aniline leathers embellished with other effects and developed together with leading Italian experts, or the innovative Forged Composite material in carbon fiber.”
Truly, there’s a market for bespoke vehicles, just look at Bentley and Rolls-Royce, but Ad Personam has more curiosities to offer than choice materials and a tailored look. That said, here are five things you need to know before splashing the cash on a customized Lambo.
1. They have more colors than Crayola.
According to Lamborghini, Ad Personam holds the record in the auto industry for the most number of shades and palettes with 348 unique Ad Personam colors. Lamborghini also said that among their clientele, the most demanding customers are those in the Americas.
2. Diamond dust paint is a thing.
Lamborghini offers the latest innovation in exterior colors through the use of a new transparent paint containing diamond dust crystals. Unique craftsmanship and technology make this unique processing technique possible. Lamborghini’s diamond dust paint makes a personalized unit iridescent, changing color depending on the reflections of the light.
3. Owners can have the interior embroidered.
Through the Ad Personam program, Lamborghini can accommodate requests for decorations and embroidery in the vehicle’s interior. Individual touches like hand-stitched décor instead of a hot-embossed seat logo, embroidered patterns of branches and peach blossoms, portraits of the customers or their beloved pet, designs in street art style with the bull, “splash-effect” color like that of the Aventador S by Skyler Grey, and images of the skyline of their favorite city.
4. Regional markets’ color preferences are profiled.
Ad Personam’s color choices are linked to the different nationalities and the social and cultural dimensions of the car maker’s clientele. The program finds that Rosso Efesto is the most popular color in Asia-Pacific; Verde Alceo is most preferred in Europe, the Middle East, and Africa, while Blu Cepheus is the favorite in the Americas.
5. The colors have a deeper meaning.
Ad Personam boasts not just your basic colors, but tones and hues crafted as a result of neuromarketing and color psychology. Lamborghini was able to profile their customers’ preferences via their cultural backgrounds, tastes, personalities, and attitudes.
Featured are five color families: the Sportiva for the bold and youthful, the Contemporanea for those drawn to informal and minimalist luxury, the Eclettica for those looking for innovation and flair, the Classica for customers favoring traditional colors, and the Tecnica for high-performance enthusiasts.
The Ad Personam program is offered locally through Lamborghini Manila. And like most bespoke services, production lead time info and pricing information can be asked through the distributor.
Photos from Lamborghini