Lamborghini’s Doubled Ad Personam Studio Turns Car Configuration Into a Full-Day Sensory Experience

Inside Lamborghini’s Transformed Ad Personam Studio

When nearly every Revuelto leaves Sant’Agata with at least one bespoke specification, the room where those choices are made stops being a showroom accessory and becomes core infrastructure. That logic drove Lamborghini to double the footprint of its Ad Personam Studio from 90 square meters to 180, redesigning the entire environment around what the company calls a blend of physical and digital customization tools.

Originally opened in 2016, the studio now consolidates every available option across the full Lamborghini range in a single space for the first time. Buyers fly to the factory, spend an entire day surrounded by real materials, and watch their choices rendered on a large-format display wall Lamborghini refers to as a “powerwall.” They touch and smell leather and Alcantara samples, listen to engine notes through upgraded audio equipment, and see paint finishes reflected on actual vehicle silhouettes rather than approximated on a screen. A revolving platform at the center of the room holds a display car, letting clients study panel gaps, wheel fitment, and caliper colors from every angle while seated in a lounge area that feels more like a private members’ club than a dealer floor.

Federico Foschini, Lamborghini’s Chief Sales & Marketing Officer, positioned the renovation as a reflection of how seriously the company takes the ownership ritual. The configuration day starts at a local dealer to establish broad preferences, then escalates to the full studio visit at headquarters, often paired with a walk through the production lines. For clients who cannot travel to Italy, a Virtual Studio option connects them with a configuration manager in Sant’Agata via a digital platform, replicating the process remotely.

From Color Swatches to One-Shot Commissions: What You Can Actually Specify

Four hundred paint shades line a sweeping wall, arranged as vehicle silhouettes that shift from deep blues through greens, golds, reds, and oranges. That visual alone communicates the scale of what Lamborghini offers, yet paint is only the entry point. Customizable elements extend to wheels, brake calipers, exhaust tailpipes, logos, interior upholstery, stitching thread, embroidery, seat belts, and interior fittings. Even the iconic shield badges come in multiple finishes, including carbon-fiber textured variants visible in the studio’s display cases.

Lamborghini structures these options into tiers. “Ad Personam essential” expands the standard Color & Trim palette, giving buyers access to finishes and materials beyond the configurator’s default list. “One Shot” sits at the opposite extreme: entirely bespoke specifications, sometimes incorporating non-automotive materials. Lamborghini does not publicly detail what those materials include, but the implication is clear. If you want your Revuelto‘s interior trimmed in something the factory does not stock, the Ad Personam team will source it and figure out how to make it work.

The practical question for prospective buyers is cost. Lamborghini does not publish a standard Ad Personam price list, and figures vary wildly depending on scope. Multiple owners on enthusiast forums describe Ad Personam paint alone costing anywhere from the mid-five figures to well into six figures on flagship models. This is not a casual add-on. It is a significant financial commitment that also extends production timelines, since the factory must approve and execute each bespoke specification individually. That friction, paradoxically, is part of the appeal: the process itself signals exclusivity.

Why Nearly Every Revuelto Leaves the Factory Personalized

Marco Valentini, Head of the Ad Personam Team, offered a striking data point: Lamborghini says nearly 100% of Revuelto orders include at least one Ad Personam element. The Huracán and Urus follow at over 80%. Those numbers explain the investment in doubling the studio’s size. When virtually every unit of your flagship leaves the factory with bespoke specifications, the configuration experience becomes as important to the brand as the car itself.

The Revuelto’s near-total uptake also reveals something about the buyer profile for Lamborghini’s hybrid V12. These are clients spending well north of half a million dollars on a car with a multi-year wait list. Accepting a standard spec when the factory will happily let you choose from 400 paint shades and a wall of Alcantara swatches would be, for this cohort, almost negligent. The personalization process reinforces the emotional justification for the purchase: this is not merely a supercar, it is your supercar, configured during a day you spent at the factory in Sant’Agata.

Lamborghini confirmed that the next expansion of Ad Personam’s offerings will focus on additional interior personalization options for the Urus. Given the super-SUV accounts for a large share of Lamborghini’s total volume, broadening its bespoke menu makes commercial sense. The Urus buyer who uses the car daily may actually derive more tangible benefit from custom interior appointments than the Revuelto owner who drives on weekends.

How Ad Personam Compares to Ferrari Tailor Made and Porsche Exclusive Manufaktur

Every serious supercar manufacturer now operates a bespoke program, and the philosophical differences matter. Ferrari’s Tailor Made program, which traces its philosophy back to the 1950s tradition of personalizing every car to its first owner, structures its offerings around three thematic collections: Scuderia (racing heritage), Classica (vintage elegance), and Inedita (forward-looking experimentation). Customers visit Tailor Made centers in Maranello, Shanghai, or New York and work with a Personal Designer. The approach leans heavily on heritage curation, guiding clients toward choices that feel consistent with Ferrari’s identity.

Lamborghini’s Ad Personam takes a different position. Where Ferrari channels customers through curated collections, Lamborghini’s structure is more open-ended, scaling from the “essential” tier up to the anything-goes “One Shot” commissions. The emphasis falls on individual expression rather than historical continuity, which tracks with Lamborghini’s brand DNA. A buyer who wants a Revuelto in a color that did not exist yesterday is, arguably, more on-brand than one who references a 1970s Miura shade, though the studio can accommodate that too.

Porsche’s Exclusive Manufaktur and the more extreme Sonderwunsch program occupy a different segment, but the principle is the same: high-margin personalization that deepens the buyer’s emotional investment and generates significant revenue per unit. Lamborghini’s addition of a dedicated physical-and-digital hybrid environment, with the powerwall visualization and full sensory material library, represents a bet that the process of choosing matters as much as the choices themselves. Ferrari and Porsche both offer physical material interaction at their studios, but Lamborghini’s emphasis on consolidating every option across every model in one redesigned space, paired with remote virtual sessions, positions the studio as both a destination and a service.

The competitive takeaway for buyers: the Ad Personam studio experience is now purpose-built to justify the trip to Sant’Agata. Whether it delivers a meaningfully different outcome from what Ferrari or Porsche offer depends on the client, but the infrastructure Lamborghini built is clearly designed to make the configuration day feel like an event rather than an appointment.

What This Means for Future Models and Waiting Buyers

The studio expansion is not just about the current lineup. With the Temerario entering production as Lamborghini’s new V8 hybrid sports car, the Ad Personam program will need to accommodate an entirely new set of exterior and interior options for a model that will likely attract a broader, and possibly younger, buyer demographic than the Revuelto. Lamborghini did not specifically mention the Temerario in the studio announcement, but the timing of the renovation, paired with the confirmed Urus interior expansion, suggests the company is building capacity ahead of demand rather than reacting to it.

For buyers currently on a Revuelto or Urus wait list, the practical implication is straightforward: the configuration experience should be noticeably better than what was available in the original 90-square-meter studio. The full-day visit to Sant’Agata now includes a more spacious and refined environment, better visualization tools, and a consolidated display of every option rather than a piecemeal presentation. Buyers configuring remotely through the Virtual Studio also benefit, since the manager on the other end of the screen is working from the same upgraded facility.

The resale angle is worth noting too, even if Lamborghini does not address it directly. Forum discussion among owners is mixed on whether heavy Ad Personam specifications help or hurt secondary-market value. A tasteful bespoke color can make a car more desirable; an aggressively personal interior can make it harder to sell. The safest read: spec the car you want to own, not the one you think the market will want in five years.

That advice circles back to the central point of the studio expansion. At the price points these cars command, the purchase process itself becomes part of the product. The factory visit, the material samples, the engine sounds piped through studio speakers: these are not incidental touches. They are the opening chapter of ownership, and Lamborghini is betting that making that chapter more immersive will keep buyers choosing Sant’Agata over Maranello or Stuttgart.

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