For a moment, it appeared that Automobili Lamborghini was further doubling down on one of the core attributes of the modern supercar experience: individuality. The Raging Bull brand put out a press release introducing four new exterior colors that seemed to expand its Ad Personam program beyond an already extensive palette of over 400 finishes. The new finishes, Rosso Grappolo, Giallo Granita, Verde Campo d’Ulivo, and Bianco Trullo, connect directly to a specific element of Italian culture and reinterpret icons, landscapes, and traditions of Made in Italy. However, Lamborghini eventually came clean that this was nothing more than an April Fool's Day joke.
Rosso Grappolo supposedly captures the deep tone of red wine grapes, a nod to one of Italy’s most exported and recognized products. Giallo Granita takes inspiration from the sharp, citrus-driven look of lemon granita, a staple during Italian summers. Verde Campo d’Ulivo reflects the muted green of olive groves spread across the countryside, while Bianco Trullo references the whitewashed stone structures of Alberobello, a UNESCO-recognized town in Puglia known for its distinct architecture. Just to reiterate, these additions are not available across Lamborghini’s current production lineup.
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Having said that, Ad Personam, introduced in the early 2010s as Lamborghini formalized its bespoke division, has evolved into a core pillar of the Italian marque’s business. It allows clients to specify everything from exterior paint to interior materials, stitching patterns, and unique finishes developed exclusively for individual builds. Lamborghini reports that 94 percent of delivered vehicles feature at least one Ad Personam element. Paint remains one of the most visible and defining choices, often setting the tone for interior materials, stitching, trim, and more.
While a thriving aftermarket scene exists around the Lamborghini brand, factory options and personalization continue to have a direct impact on valuations. Well-specified Ad Personam cars, particularly those with rare or historically inspired colors, tend to command stronger resale performance and attract heightened collector interest. That added layer of meaning strengthens provenance and narrative, two factors that continue to influence desirability at the highest end of the market.
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Images: Lamborghini
