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Lamborghini Marks The 20th Anniversary Of Ad Personam

Lamborghini Marks The 20th Anniversary Of Ad Personam

After two decades, Ad Personam has become one of the most important aspects of the supercar manufacturer.

Lamborghini first introduced its Ad Personam bespoke personalization program in 2006. At the Paris Motor Show that year, a limited series of the Lamborghini Gallardo was showcased, which envisioned a new approach to Lamborghini personalization. Nero Noctis bodywork was complemented by matte details, Callisto wheels, a two-tone leather interior, as well as Alcantara interiors with Q-Citura stitching. That supercar marked the beginning of the Ad Personam that epitomizes Lamborghini luxury today.

Ad Personam unlocked the possibility for customers to turn their cars into more unique creations that can reflect personal stories and tastes, while also carrying elevated bespoke luxury. After 20 years, Ad Personam has grown into one of the most cherished facets of the Lamborghini brand today, as the manufacturer reports that 96 percent of its new cars that leave the factory feature at least one Ad Personam detail.

Self-expression, luxury craftsmanship, and bespoke exclusivity with personalization have become increasingly important in today’s luxury automotive industry, and Lamborghini’s Ad Personam has been an instrumental part of that rise. To celebrate the 20th anniversary of the program, Lamborghini is introducing a new exterior color to its vast, diverse palette of hues: Azzurro 20 Anniversary Ad Personam.

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The color, inspired by the Lamé Sky Blu that adorned the unique Miura Roadster, an icon of Lamborghini’s earlier history, will be available for a limited time. The Miura Roadster that inspired the color is a unique historic one-off, and its craftsmanship served as a precursor to the bespoke craftsmanship Ad Personam brings to Lamborghini customers today. Azzurro 20 Anniversary Ad Personam is a perfect nod to that moment. The color achieves a unique aesthetic thanks to a four-layer system, which gives it different appearances in bright and soft light, enhancing the stunning design of Lamborghini’s supercar models.

Over the years, Ad Personam has evolved to become the ultra-luxurious personalization program that it is today. Six years into its history, Ad Personam expanded to include a dedicated team to guide clients through the personalization process in 2013. Then, in 2016, the decade-old Ad Personam saw the opening of its own studio within Lamborghini’s production home in Sant’Agata Bolognese, Italy. By then, over 50 percent of Lamborghinis included Ad Personam content.

The turn of the current decade saw Ad Personam expand even further, launching the Ad Personam virtual studio, as well as permanent studios across the globe, to expand the program far beyond Sant’Agata Bolognese. Now, a vast palette of colors, finishes, and options are part of the program, and the Opera Unica series of bespoke, ultra-exclusive cars elevated Ad Personam craftsmanship even further. As the Ad Personam program from Lamborghini turns 20, its bespoke craftsmanship and exclusive luxury have become a cornerstone of what makes Lamborghini supercars special.

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Image Source: Automobili Lamborghini

Tyler Rampersaud