Estonian National Male Choir, Orange Urus SE, and 250 Guests: Inside the Tallinn Opening
On September 6, 2024, the Urus SE rolled onto a smoke-filled stage in Arancio Egon while the Estonian National Male Choir performed behind it. Dancers joined the reveal. Around 250 customers and guests watched the production unfold at Lamborghini Tallinn’s new facility at Pirni 1, an event that felt closer to a brand campaign shoot than a standard ribbon-cutting.
That theatrical scale was deliberate. Lamborghini chose this opening to debut the Urus SE in Estonia, park a Revuelto in Giallo Countach beside it, and line the floor with heritage models including the LM002 and Diablo. Francesco Cresci, the brand’s Director of the EMEA Region, and Jakob Graf, Head of Central and East Europe, CIS, and Baltic, were both on hand. The guest list, the staging, and the car selection all point to Lamborghini treating this 351-square-meter showroom as something more than a local real estate upgrade. It is a physical declaration of where the brand stands in its hybrid transition, built to immerse buyers in that future through a dedicated Ad Personam personalization studio, digital integration, and consolidated sales and service under one roof.
Lamborghini says the opening coincides with the completion of its Cor Tauri electrification strategy, making the brand, by its own account, the first super sports car manufacturer to hybridize its entire lineup.
Heritage Meets Hybrid on the Showroom Floor
The display was stacked with purpose. The Urus SE, which Lamborghini describes as the most powerful version of its best-selling model, stood beside a Revuelto finished in Giallo Countach, the brand’s first V12 plug-in hybrid super sports car. Together those two cars represent the full scope of Lamborghini’s electrified present.
The heritage side of the floor reinforced the argument. An LM002 sat alongside the Urus SE, drawing a direct visual line from Lamborghini’s original off-road bruiser to its current hybrid SUV. A Diablo and a Huracan EVO Spyder rounded out the display, covering three distinct eras. For anyone walking through the doors, every generation of Lamborghini excess was represented, and the newest cars happen to carry batteries.
Whether Lamborghini’s claim to be the first super sports car brand to hybridize its full lineup holds up depends on how narrowly you define that category, but the confidence behind it is real. The Tallinn opening served as a physical celebration of that positioning, placing the electrified models in direct conversation with the naturally aspirated icons that built the legend.
Ad Personam in the Baltics: Why the Customization Studio Matters
The showroom is compact by flagship standards, but Lamborghini made room for a full Ad Personam personalization studio, and that detail matters more than the square footage suggests.
Ad Personam is where buyers turn a factory spec sheet into something personal: paint colors, interior leathers, stitching patterns, wheel finishes, trim materials, and accessories. Lamborghini says the Tallinn studio offers extensive customization options across all of those categories. For prospective buyers in Estonia and the broader Baltic region, having that capability locally means the configuration process can happen in person rather than through a screen or a trip to a larger European hub. Experienced Lamborghini buyers tend to spend significant time in the Ad Personam process, and the ability to see and touch material samples before committing is a meaningful part of the ownership experience. In the context of the brand’s hybrid push, it also means that the first wave of Urus SE and Revuelto clients in the Baltics can spec their cars with the same hands-on attention available in Milan or Munich.
The showroom also stocks Lamborghini’s Brand Extension and Accessori Originali product lines, giving walk-in visitors and existing owners access to branded merchandise and genuine accessories. Digital elements integrated into the interior allow guests to explore the Lamborghini world beyond the physical cars on the floor.
18 Years in Estonia, a New Facility, and What It Signals
Lamborghini Tallinn has been operated by Auto 100 Premium OÜ since 2006, and the brand describes this opening as a milestone in its 18-year presence in Estonia. Maario Orgla, CEO of Auto 100 Premium, framed the event as the realization of a long-held goal. The new showroom consolidates sales and service into a single location, giving Estonian clients a more complete ownership loop without leaving the country.
One important caveat: the Urus SE, despite its prominent role at the event, was not yet offered for sale at the time of the opening. Lamborghini noted that fuel consumption and emissions data were still in the type approval stage. Buyers interested in the hybrid SUV will need to wait for final homologation before placing orders through the new facility.
For LamboCars readers watching Lamborghini’s broader retail strategy, the Tallinn opening is a small but telling data point. Investing in a theatrical launch event and a full personalization studio in a market like Estonia signals that the brand views these smaller luxury markets as worth the commitment during what Lamborghini says is a period of significant growth. The facility is built to serve that growth with the tools buyers actually use: configuration, service, and the chance to sit with physical samples before signing off on a six-figure car. In a brand era defined by hybridization, the showroom at Pirni 1 exists to make that transition feel tangible, personal, and unmistakably Lamborghini.
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