Twenty Years in Geneva, and a Showroom Built for What Comes Next
Lamborghini marked the 20th anniversary of its Geneva dealership not with a quiet dinner but by reopening the facility as something considerably more ambitious. Located in Plan-les-Ouates on Rte de Saint-Julien, the showroom now spans more than 520 square meters of sales area, with fully renovated interiors aligned to the brand’s latest global corporate identity. Chairman and CEO Stephan Winkelmann, Chief Marketing and Commercial Officer Federico Foschini, and EMEA Director Francesco Cresci attended the inauguration, which drew over 110 guests for an evening that doubled as a statement of intent.
The cars on display told the story of Lamborghini’s current breadth: a Huracán STO with its naturally aspirated V10, an Aventador SVJ carrying the legendary V12, and a Urus powered by its V8 twin-turbo. All three model lines, all under one roof, all about to be fundamentally reshaped. Winkelmann confirmed that Lamborghini is preparing for full hybridization of every model line by the end of 2024, a timeline that gives this renovation a significance beyond fresh paint and wider floor plates.
What makes the opening worth examining beyond the ribbon-cutting is precisely that timing. Lamborghini built a retail environment for a lineup that will look entirely different within two years. The Geneva facility is less a celebration of the current range and more a stage set for the next generation. That is a deliberate bet on the idea that presenting the brand’s future requires a different kind of room.
The latest Lamborghini models, a Huracán STO and Urus, gleam under the lights of the new showroom.
Ad Personam Gets Its Own Stage
The most telling investment in the new facility is the dedicated Ad Personam customization area. Lamborghini carved out a reserved section of the showroom specifically for its bespoke program, complete with display walls of material samples, wheel options arranged in hexagonal motifs, and drawers filled with neatly organized swatches of leather, suede, and carbon fiber. The space functions as a design studio where buyers configure their cars in person, touching the actual materials rather than scrolling through a digital palette on a tablet.
Customization options through Ad Personam include special paint colors, leathers, stitching, and carbon fiber elements. For a brand whose buyers increasingly seek exclusivity, the ability to physically interact with these choices before committing matters. A dedicated studio environment with trained staff shifts the pitch from “here’s an expensive add-on” to “this is how your Lamborghini becomes yours.”
Lamborghini’s decision to architect the Geneva space around Ad Personam suggests the company views personalization as central to the purchase experience, not supplementary to it. When the lineup transitions to hybrid powertrains and competitors offer broadly similar performance claims, the texture of the leather and the exclusivity of the paint code become genuine differentiators. Placing that capability at the heart of the showroom, rather than relegating it to a binder of swatches on a back desk, reinforces the anniversary renovation’s larger purpose: building a space that earns the time and trust of buyers navigating an unfamiliar era for the brand.
A vibrant selection of premium material samples awaits discerning clients in the customization studio.
Retail Architecture as Brand Strategy
Beyond the customization studio, the Geneva showroom includes a reception room, a customer lounge with large screens showing Lamborghini motorsport content, and a display of Automobili Lamborghini Collection merchandise available for purchase in-store and online. The design language throughout the space, with its cement-tone finishes, angular geometries, and clean material contrasts, mirrors the aesthetic direction Lamborghini adopted across its global network.
The lounge area signals how Lamborghini thinks about dwell time. A buyer who walks in to spec a car might spend two hours in the Ad Personam studio. Comfortable seating, racing footage on screen, branded merchandise within arm’s reach: all of it extends the visit and deepens the emotional connection before a single euro changes hands. Giuseppe Sciretta, General Manager and Lamborghini Geneva shareholder, described the facility as designed to serve customers at every step of the purchasing and ownership experience.
This approach follows a broader industry trend toward making the showroom a destination rather than a transaction point. Lamborghini’s version leans into lifestyle merchandise and motorsport content, which suits a brand whose customer base skews younger and more digitally engaged than some of its Italian rivals. The practical takeaway for prospective buyers is straightforward: if you are configuring a new Lamborghini in Geneva, expect an experience closer to a private design consultation than a traditional car purchase. Every element of the renovated space, from the Ad Personam studio to the lounge, works to justify the time a buyer invests in the room.
The elegant lounge area provides a comfortable space to immerse in the Lamborghini brand experience.
Why the Hybrid Transition Demands Better Showrooms
Winkelmann’s confirmation of full hybridization across all three model lines by the end of 2024 is the strategic anchor behind this entire renovation. Lamborghini’s Direzione Cor Tauri roadmap outlined a phased electrification plan: a final celebration of pure internal combustion, followed by a hybrid transition, and eventually an electrified fourth model. The Geneva showroom opened squarely in that transition window.
Selling a hybrid supercar to a clientele that fell in love with naturally aspirated V10s and V12s requires more than a spec sheet. It requires an environment where the buyer can understand what the new powertrain means for the driving experience, see the materials that will define the cabin, and feel confident that the brand’s identity survives the engineering shift. A cramped, dated showroom cannot carry that narrative. A 520-square-meter facility with a dedicated design studio and immersive brand content can. The anniversary renovation, in other words, was not simply about honoring two decades of business in Geneva. It was about ensuring the next two decades begin in a space worthy of the cars that will fill it.
The iconic Lamborghini shield proudly adorns the sleek facade of the new showroom.
Geneva as a Global Template
Geneva occupies a particular place in the luxury automotive world. The city hosts one of Europe’s most important motor shows, attracts a concentration of high-net-worth individuals, and sits in a market where discretion and quality of service matter more than volume. A Lamborghini dealership in this context functions partly as a brand embassy. The renovation of this specific location, with Winkelmann and senior leadership present for the inauguration, signals that the company views Geneva as a reference point for how its global network should evolve.
Lamborghini did not disclose the investment cost for the renovation, nor did the company announce specific sales targets for the Geneva market. What the facility does confirm is a template: Ad Personam front and center, corporate identity consistent with the global standard, customer lounge designed for extended visits, and a showroom floor flexible enough to present a lineup in the midst of transformation. For LamboCars readers tracking the brand’s retail evolution, the question to watch is how quickly other dealerships in key markets adopt the same formula. If Geneva is the pilot, the rollout will reveal whether Lamborghini treats this as a one-off anniversary gesture or a genuine strategic shift in how it meets its customers at the threshold of a new era.
Four executives pose with a commemorative plaque in front of the iconic Lamborghini emblem at a showroom event.
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