A close-up of Lamborghini paint samples, including one in the colors of the Italian flag (green, white, red), next to a blurred steering wheel.

Lamborghini Doubles Its Ad Personam Studio to Make Configuration a Full-Day Event

Nearly every Revuelto leaves Sant'Agata with at least one bespoke spec — so the factory doubled the room where those choices are made.

Lamborghini doubled its Ad Personam Studio from 90 square meters to 180, redesigning it around physical and digital customization tools so buyers can spend an entire day touching materials, hearing engine notes, and watching choices rendered on a powerwall display.

A brake caliper on display — one of many configurable components

Customizable elements extend to wheels, brake calipers, exhaust tailpipes, logos, interior upholstery, stitching thread, embroidery, seat belts, and interior fittings.

Contrasting seat options reflect Ad Personam's breadth

Lamborghini confirmed that the next expansion of Ad Personam offerings will focus on additional interior personalization for the Urus, because the daily-driven super-SUV buyer may derive more tangible benefit from custom appointments than the weekend Revuelto owner.

The studio's revolving platform and lounge setting

Ferrari's Tailor Made program channels clients through curated heritage collections, while Lamborghini's Ad Personam structure is more open-ended, scaling from an expanded Color & Trim palette up to anything-goes One Shot commissions.

Building capacity ahead of demand

The Temerario's arrival as Lamborghini's new V8 hybrid sports car will require an entirely new set of exterior and interior options for a model expected to attract a broader and possibly younger buyer demographic than the Revuelto.

The lounge area inside the doubled studio space

A revolving platform at the center of the room holds a display car, letting clients study panel gaps, wheel fitment, and caliper colors from every angle while seated in a lounge area that feels more like a private members' club than a dealer floor.

Four hundred paint shades arranged as vehicle silhouettes

Lamborghini says nearly 100% of Revuelto orders include at least one Ad Personam element, making a standard spec almost unthinkable when the factory offers 400 paint shades and a wall of Alcantara swatches.

Fabric and leather samples in the studio's material library

Porsche's Exclusive Manufaktur and the more extreme Sonderwunsch program occupy a different segment, but the principle is the same: high-margin personalization that deepens the buyer's emotional investment and generates significant revenue per unit.

The full redesigned Ad Personam Studio at Sant'Agata

The renovation's timing, paired with the confirmed Urus interior expansion, suggests Lamborghini is building capacity ahead of demand rather than reacting to it — a bet that the process of choosing matters as much as the choices themselves.