Bespoke is the name of the game in the ultra-premium car segment, with most manufacturers going to great lengths to oblige their clientele. While purveyprs of luxury like Rolls-Royce, Bentley, Mercedes-Benz and BMW have been more active in this regard, of late even supercar makers have jumped on the bandwagon. Lamborghini launched its customisation programme called Ad personam way back in 2006. Although the service has been available to customers for almost a decade now, and was expanded in 2013, the individualisation didn’t have a home of its own. This week, the Italian supercar maker has officially inaugurated the Ad Personam Studio, an area dedicated exclusively to the customisation programme at its Sant’Agata Bolognese headquarters.
Located within the company's production facility, the studio will have Ad Personam specialists on hand at every step of the process, helping potential buyers select colours, interior trim and the materials of their supercar. Before an individualised purchase is made, Lamborghini will organise a guided tour of the factory for the prospective buyer, and shown for real how possible configurations will look on actual Huracán and Aventador models. Then the customer will be taken to the Ad Personam Studio, which will have an array of leathers, colours, materials, seats and rims on display, and also houses a car configurator for digital simulation of possible options.
Available for both Huracán and Aventador models, the service offers the option of applying two-tone paint, choosing from different types of Alcantara and semi-aniline leather, speccing the roof as well as exterior and interior trim in Forged Composite, a carbon fibre material patented by Lamborghini, among others.
The Sant’Agata carmaker says more than half of all the Lamborghini models delivered in the first half of 2016 were customised with the Ad Personam option, with the Aventador being the most customised model.