Lamborghini Ad Personam marks 20 years, launches exclusive anniversary color
Lamborghini celebrates 20 years of its Ad Personam personalization program, with 96% of vehicles customized, and launches an exclusive 'Azzurro 20° Ad Personam' color inspired by the Miura Roadster.
- 20 years
- 96%
- over 400
What Happened
Automobili Lamborghini celebrates the twentieth anniversary of its Ad Personam personalization program, which began in 2006 and has grown to become a core part of the brand's identity. To mark the occasion, the company introduces 'Azzurro 20° Ad Personam', a limited-edition color inspired by the Miura Roadster's 'Lamé Sky Blu', available for a limited time. The four-layer paint features fine aluminum particles and pearlescent pigments for a sparkling effect.
Debuts at the Paris Motor Show with a limited-series Lamborghini Gallardo.
Program expanded with a dedicated team to guide customers in personalization choices.
Official opening of the Ad Personam Studio in Sant'Agata Bolognese; over 50% of delivered super sports cars include Ad Personam content by first half of year.
Launch of Ad Personam Virtual Studio and opening of permanent studio at Lamborghini Lounge Tokyo.
Renovation of Sant'Agata Bolognese studio with new digital tools for immersive personalization.
“The twenty years of Ad Personam are not simply the story of a customization program, but the concrete demonstration of how exclusivity—when built on authentic craftsmanship and a deep relationship with the customer—creates value that lasts over time.”
96%
of vehicles leaving the factory feature at least one personalized detail.
Why this matters
The personalization program has become a key driver of brand value and customer loyalty, with nearly all Lamborghini buyers opting for customization, showcasing the growing importance of exclusivity in luxury automotive.
Terms in This Story
- Ad Personam
- Lamborghini's exclusive personalization program that allows customers to customize colors, materials, and finishes on their vehicles.
- Q-Citura
- A distinctive quilting stitch pattern used on Lamborghini seat and interior surfaces.
- Phygital
- A blend of physical and digital experiences, used to describe the combination of in-person and virtual customization tools.
Summarised from the linked release; details can be imperfect — always verify against the original source.