Most of the exotic car manufaturers learned they can make more money if they customize their cars. So most of the Ferrari, McLaren and Lamborghini clients enter the showroom just to further customize the looks and the feels of the car, as every Bentley and Rolls Royce owner does.

To amplify the experience a client has when its customizing its Lamborghini, the Ad Personam division launches a studio in its historic Sant’Agata Bolognese headquarters: an area dedicated entirely to the company’s customization program, which enables each customer to create his or her very own, Lamborghini.

The Ad Personam Studio is designed to offer Lamborghini customers the unique experience of being aided by an Ad Personam specialist at every step of the process, in order to select colors, interior trim and the materials of their future super sports car.

Before specifying their car, the prospective owner visits the factory on a guided tour, so he or she can view possible configurations on actual Huracan and Aventador models. Next, the customer is hosted in the Ad Personam Studio, which includes displays of leathers, colors, materials, seats and rims, and includes an advanced car configurator for digital simulation of possible options. The lounge area is also used for displaying the particular Lamborghini model ordered by the customer.

The Ad Personam program is available for both Huracan and Aventador.

Since 2013, more than 50 new Ad Personam exterior colors have been developed, and the option of applying two-tone paint and livery has been introduced. The number of possible combinations of colors and materials for the interior has also been increased. New materials have even been added, such as different types of Alcantara to enhance sporty components of the car interior and new fine leathers like the semi-aniline leather to enhance the luxurious feeling of the interior.


One of the most high-tech and in-demand Ad Personam materials is Forged Composite, an innovative carbon fiber material patented by Lamborghini and offered on both the roof and the interior and exterior details of the Aventador.

In the first half of 2016 more than 50% of Lamborghini super sports cars delivered were customized with the Ad Personam option.