Its customisation program, Ad Personam, is so successful that uptake has tripled over the past three years.
Lamborghini’s Ad Personam Studio, within the factory in Italy, engages customers and gives them a unique experience of being assisted by an Ad Personam specialist at every step of the ordering process, including colours, interior trim and the materials of the car.
Before specifying their car, the prospective owner visits the factory on a guided tour to view possible configurations on actual Huracán and Aventador models.
Next, the customer is hosted in the Ad Personam Studio, which includes displays of leathers, colours, materials, seats and rims, which 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.
Lamborghini said that its Aventador was the most customised model because buyers are “more sensitive to the exclusiveness and uniqueness of their purchase”.
Customised features and options for the $761,500, before on-road costs, Aventador LP 700-4 include pearl paint ($8600), transparent engine hood ($14,800), carbon-fibre interior trim ($11,600) and Alcantara headlining ($2500).
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.
Even new materials have been added, such as different types of Alcantara to enhance the car interior and new fine leathers such semi-aniline leather.
One of the most high-tech and in-demand Ad Personam materials is Forged Composite, a carbon-fibre material patented by Lamborghini and available for the roof, the interior and some exterior details of the Aventador.
Ad Personam began in 2006 and was expanded in 2013 with the creation of a dedicated team consisting of representatives from the company’s principal departments. It has now been expanded again.
By Neil Dowling
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