A Showroom Reopening That Doubles as a Brand Statement
When Lamborghini officially reopened its Prague showroom in late November 2022, the evening carried more weight than a typical ribbon-cutting. The refurbished 265-square-meter space in the Praha-Smichov district now reflects the company’s updated corporate identity, and the guest list underscored how seriously Sant’Agata Bolognese takes Central Europe: Francesco Cresci, Lamborghini’s Director for the EMEA region, and Felix Rongen, Head of Central, Eastern Europe and CIS, attended alongside VIP owners and guests.
The real headline, though, was the Czech national premiere of the Urus Performante, finished in signature Giallo Inti. Cresci framed the dealership not just as a retail space but as a staging ground for what comes next. Lamborghini says its electrification journey begins in 2023 with a plug-in hybrid Aventador successor, continues with hybridization of the full range by 2024, and culminates in 2028 with the brand’s first fully electric model. Presenting the pure-combustion Urus Performante alongside that timeline was deliberate: this is a company that wants customers to savor the current lineup while understanding, concretely, where the road leads.
The Urus Performante: Celebrating a Pure-ICE Peak
The Urus Performante sits above the Urus S as the most aggressive, track-oriented version of the Super SUV, emphasizing weight reduction and aerodynamic sharpening over raw power gains. For Czech buyers seeing it in person for the first time, the car represents the peak of what a non-electrified Urus can be.
That context lends the Prague premiere a bittersweet edge. The Urus SE, the plug-in hybrid successor, reportedly replaced both the standard Urus S and the Performante in the lineup. One report indicates the Urus SE was sold out through 2025, which suggests the market moved on quickly. For enthusiasts who value the unfiltered character of a non-hybrid powertrain, this was a celebration of a car whose production window was already closing. Pure-ICE Urus variants are unlikely to return, making the Performante’s moment in the Prague spotlight feel less like a launch and more like a farewell.
A striking yellow Lamborghini Urus commands attention within the modern showroom.
Ad Personam in Prague: Bespoke Without the Plane Ticket
The refurbished showroom includes a dedicated Ad Personam area, Lamborghini’s in-dealer customization studio where buyers configure paint, leather, stitching, and carbon fiber elements for their build. Paint samples, wheel options, and material swatches are laid out in a purpose-built consultation space visible in the showroom’s interior. For clients who want to go further, Lamborghini says customers can visit the Sant’Agata Bolognese Ad Personam Studio for a deeper, expert-guided personalization session.
The distinction matters more than it might seem. Most Lamborghini buyers in smaller European markets rely on their local dealer’s Ad Personam corner to make specification decisions. The quality of that space, the lighting, the range of physical samples, the comfort of the consultation, directly shapes how a six-figure purchase feels. Investing in this area in Prague signals that the company treats Central European clients with the same seriousness it brings to its highest-volume markets. For prospective owners in the Czech Republic, the spec process no longer requires a trip to Italy to feel genuinely premium.
The Ad Personam studio offers a personalized customization experience for Lamborghini clients.
Building a Showroom That Can Outlast Its Own Inventory
Lamborghini’s electrification roadmap, branded Direzione Cor Tauri, is well documented: the Revuelto launched in 2023 as the first HPEV (High Performance Electrified Vehicle), the Temerario and Urus SE followed, and Lamborghini says a fully electric model arrives in 2028. Less explored is how that roadmap reshapes the dealership itself.
Prague offers a telling case study. A showroom built today needs to serve buyers configuring a V12 hybrid Revuelto, an electrified Urus SE, and eventually something with no combustion engine at all. The physical space, the staff expertise, the charging infrastructure (or lack thereof, which Lamborghini has not publicly detailed for its dealer network) all need to evolve. Whether the Prague location will eventually add dedicated PHEV or EV charging amenities remains unconfirmed. Lamborghini’s public communications focus on the product development and sustainability side of Direzione Cor Tauri, not on specific dealer-level adaptations. That gap will become more conspicuous as the Urus SE and Revuelto fill more showroom floors across Europe, but the physical refresh itself suggests the brand is at least laying groundwork for a retail experience that can grow alongside its lineup.
A stunning lineup of Lamborghini models awaits visitors in the expansive showroom.
Prague in Context: Part of a Coordinated Global Refresh
Lamborghini says it operates 74 dealerships across the EMEA region and 174 worldwide. Prague remains the brand’s sole Czech representation, owned and operated by Exclusive Cars Vertriebs Gmbh, which makes the investment in this refurbishment significant for a market that is still growing.
The refresh fits a broader pattern. CarBuzz reported on a similar corporate-identity overhaul at Lamborghini’s Geneva showroom earlier in 2022, and CarBuzz later covered facelifts at major U.S. showrooms in California and Florida. The common thread is a coordinated global effort to ensure the physical buying experience matches the ambition of a lineup that now spans hybrid supercars and electrified SUVs. Lamborghini is spending real money on the places where customers first encounter the cars, and that investment runs in parallel with, not behind, its product transformation. For the Czech Republic’s Lamborghini community, the message is clear: this market is not an afterthought.
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