Lamborghini Built the World's First AI-Managed Paint Shop — For the Urus

Inside the Sant'Agata facility that makes truly one-off colors possible at production scale

Lamborghini's new dedicated Urus paint shop at Sant'Agata Bolognese is the first automotive paint plant in the world to integrate artificial intelligence directly into the painting process.

Parallel painting for perfect panel matching

Exterior elements like bumpers and mirrors are painted in parallel with the bodywork to guarantee color uniformity across every surface.

Ad Personam at volume

The modular process and AI scheduling can accommodate a buyer's one-off shade without disrupting production flow for other vehicles on the line.

Sustainability that improves the finish

Lamborghini says 95% of the paints used are water-based, and air-misting systems achieve 80% paint application efficiency on the bodywork, double the rate of standard systems.

The personalization revenue case

Making each Urus more individually configured raises the average transaction value and deepens the ownership bond in a segment where loyalty determines whether a buyer's next car carries the same badge.

Why color demanded a new approach

Color is one of the most emotionally charged decisions an ultra-luxury buyer makes, and Urus paint work was becoming too complex and too personalized to manage with conventional linear systems.

Simultaneous application, identical conditions

Painting bumpers and body panels at the same time under the same conditions eliminates the subtle mismatches that can plague components finished separately.

One-off color without compromise

The facility's ability to handle one-off shades without the quality compromises that sometimes plague custom paint work at other manufacturers is a genuine competitive advantage for Lamborghini.