Inside Lautaro Martinez’s Bespoke Urus Configuration at Lamborghini’s Sant’Agata Factory

A Striker Walks into Sant’Agata Bolognese

When a footballer whose nickname is “El Toro” (The Bull) walks through the gates of a company whose badge is a raging bull, the marketing practically writes itself. But Lautaro Martinez’s July 2022 visit to Lamborghini’s Sant’Agata Bolognese headquarters was more than a photo opportunity. It was a carefully orchestrated demonstration of what Lamborghini sells beyond the car itself: an immersive, deeply personal factory experience that turns a purchase into a pilgrimage.

The Inter Milan striker spent the day configuring a future Urus to his personal specification, then toured the production lines where every Lamborghini is still assembled by hand. He walked the Huracán STO assembly area, spent time in the upholstery workshop where interiors take shape stitch by stitch, and sat for an interview that later appeared on the company’s media channels. Official imagery shows him posing with a blue Huracán on the assembly line, standing among rows of Urus SUVs outside the factory, and, in a detail not mentioned in Lamborghini’s own summary of the day, pausing in front of a white Countach LPI 800-4 in the company showroom.

Every element of the visit reinforced a single message aimed at existing and prospective owners: buying a Lamborghini, particularly through the Ad Personam bespoke program, is an experience that begins at the factory gates, not at a dealership desk. Martinez’s day at Sant’Agata was the thesis in action.

Configuring the Dream: Ad Personam and the Urus

The centerpiece of Martinez’s visit was configuring his future Urus through Lamborghini’s Ad Personam customization program. Lamborghini confirmed that he sat down to spec the car, though specific color, trim, and option choices were not disclosed.

The Ad Personam program itself gives some context for what Martinez likely encountered. One source describes the program as offering an exclusive palette of over 300 exterior hues, including heritage shades, avant-garde matte finishes, and even commissioned custom colors with crystallizing effects or gradient “fading” techniques. Interior options reportedly span premium semi-aniline leathers, Dinamica microfiber, carbon fiber accents across door panels and the transmission tunnel, and bespoke hand-stitching patterns. The customization process can be completed online, but the real draw for high-profile clients is the in-person experience at the Ad Personam Studio inside the Sant’Agata headquarters, where specialists walk buyers through physical material samples and real-time digital visualization of their configuration. That studio is not a celebrity-only facility; any buyer configuring a car can request an in-person session. Lamborghini increasingly positions this as a core part of the ownership proposition rather than an optional add-on.

For a footballer whose reported previous garage included a Volvo XC90 and a Porsche 718 Boxster GTS, the Urus represents a significant step into the ultra-luxury performance segment. Widely reported as Lamborghini’s best-selling vehicle, the Urus appeals to athletes, entertainers, and business figures because it delivers supercar credibility in a body that accommodates daily life, training schedules, and the occasional airport run.

Lamborghini did not reveal which Urus variant Martinez configured, a meaningful gap given that the lineup was in transition. The Urus SE, a hybridized successor positioned to replace both the Urus S and the Urus Performante, reportedly sold out its entire 2025 production run within six months of its reveal. Whether Martinez’s configuration preceded or anticipated that transition remains unclear, but the broader demand picture is unmistakable: the Urus order book runs deep.

Walking the Line: Huracán STO Production and the Upholstery Workshop

Two production areas received particular attention during Martinez’s tour: the Huracán STO assembly line and the upholstery workshop. Both choices were deliberate, and both served the same purpose of connecting a client’s configuration decisions to the physical reality of how Lamborghini builds cars.

The STO line is a smart stop for this kind of visit. A track-focused, road-legal variant with aggressive aerodynamic bodywork and lightweight construction, the Huracán STO represents the most extreme expression of the Huracán platform. Walking a client past partially assembled STOs, with their exposed carbon fiber structures and hand-fitted aero components visible at every station, communicates something about Lamborghini’s manufacturing philosophy that a brochure simply cannot. Official images from Martinez’s tour show him standing beside a blue Huracán on the assembly line, overhead gantries and factory equipment framing the car in its unfinished state.

The upholstery line, meanwhile, is where Lamborghini’s claim to handcrafted Italian luxury becomes tangible. Every interior is cut, stitched, and fitted by skilled artisans, and showing this process to a client who just configured his own car’s cabin is a calculated move. It connects the choices made in the Ad Personam studio to the hands that will execute them. For enthusiasts who follow the brand closely, the upholstery department is one of the areas where Lamborghini most clearly differentiates itself from competitors whose interiors, however excellent, emerge from more automated processes.

Factory tours at Sant’Agata Bolognese are not exclusively reserved for buyers. Reports indicate that general tours can be booked directly online through platforms like Ticketlandia, bypassing the dealer entirely. The VIP client experience Martinez received, however, operates on an entirely different level: personalized access, one-on-one time with specialists, and the kind of behind-the-scenes immersion that money alone does not always guarantee. Purchase history and brand relationship matter. That distinction is itself part of the product Lamborghini is selling.

The Countach in the Room

One detail visible in the official imagery but absent from Lamborghini’s own account of the visit deserves attention: Martinez was photographed standing in front of a white Countach LPI 800-4 in the company showroom, the Sant’Agata Bolognese branding prominent on the wall behind him.

The Countach LPI 800-4, a limited-production hybrid homage to the original Countach, occupies a very different space in the Lamborghini universe than the Urus. Placing Martinez in front of it, whether planned or spontaneous, serves a dual purpose. It connects a contemporary sports celebrity to the brand’s most iconic silhouette, and it subtly reminds anyone viewing the images that Lamborghini’s heritage extends far beyond its SUV success story. For a brand that sometimes faces the criticism that the Urus dominates its identity, a Countach in the background is a useful visual counterweight. It also reinforces the central point of the entire visit: Sant’Agata is not just a factory. It is a living museum of everything Lamborghini has built, and walking through it is an experience no dealership can replicate.

Why Lamborghini Courts Global Icons

Celebrity factory visits are not unique to Lamborghini. Ferrari operates its Tailor Made program with similar VIP access, Rolls-Royce invites Bespoke clients to Goodwood, and Bentley’s Mulliner division stages comparable experiences at Crewe. What distinguishes Lamborghini’s approach is the sheer visibility of it. The company actively publishes imagery and interviews from these visits across its media channels, turning a private client experience into public brand content.

The strategy works on two levels simultaneously. For the global audience, seeing a recognizable figure like Martinez configuring a Urus reinforces Lamborghini as the default choice for high-achievers. For existing owners and prospective buyers, it validates their own purchase decision and signals that the same level of access and attention is available to them.

Owners on enthusiast forums describe the Urus ownership experience in generally positive terms, with discussions frequently centering on spec choices, infotainment updates between model years, and the practical reality of living with a vehicle that draws attention at every fuel stop. The community’s appetite for configuration details is voracious, which makes Lamborghini’s decision not to reveal Martinez’s specific choices a small missed opportunity.

From a competitive standpoint, Lamborghini’s willingness to stage and publicize these factory experiences reflects a broader shift in how ultra-luxury brands build loyalty. The car itself is only part of the product. The journey of specifying it, watching it take shape, and collecting it from the factory where Ferruccio Lamborghini started the company in 1963 is increasingly what separates a Lamborghini purchase from simply buying a fast, expensive SUV. Porsche offers factory collection in Leipzig and Zuffenhausen, and the Cayenne Turbo E-Hybrid Coupe, which shares the MLB evo architecture with the Urus, is a formidable competitor on paper. But Lamborghini’s Sant’Agata experience trades on something Porsche’s higher-volume operation cannot easily replicate: the intimacy of a single factory in a small Italian town where every model in the range is built under one roof.

What Prospective Buyers Should Take Away

Martinez’s factory visit was, at its core, a marketing exercise executed with precision. But the underlying product is genuine, and the practical takeaway for prospective Lamborghini buyers is straightforward: the Ad Personam experience is designed to be a destination, not a transaction. The company wants you at Sant’Agata, touching leather samples, debating paint shades with a specialist, and walking the same production lines where your car will be assembled. That experience is available to any buyer willing to make the trip, and for many Urus and Revuelto customers, it becomes the most memorable part of the purchase.

The Urus remains the most accessible entry point into the Lamborghini world, and its sales dominance shows no signs of slowing. With the Urus SE reportedly sold out through its initial production year, prospective buyers should expect wait times and should consider beginning the configuration process early, whether through a dealer or by booking time at the Ad Personam studio directly. Lamborghini’s current lineup, spanning the Urus SE, the Revuelto V12 hybrid, and the new Temerario twin-turbo V8, means the brand offers more models and more customization depth than at any point in its history.

The nickname “The Bull” made the pairing between Martinez and Lamborghini irresistible for the communications team. The substance behind it, the factory, the craftspeople, the configurator, is what keeps the order books full. And that substance is not reserved for footballers with perfect nicknames. It is available to anyone who makes the trip to Sant’Agata Bolognese and sits down to build their own Lamborghini, one leather swatch and paint chip at a time.

Gallery