Grey Lamborghini Huracán STO and yellow Lamborghini Urus displayed inside the modern Geneva showroom viewed through a large glass entrance

Lamborghini Geneva Turns 20 with a Showroom Built for the Hybrid Era

A 520-square-meter renovation in Plan-les-Ouates sets the stage for the brand's next chapter.

Lamborghini reopened its Geneva dealership on Rte de Saint-Julien with more than 520 square meters of sales area and fully renovated interiors aligned to the brand's latest global corporate identity.

Ad Personam gets a dedicated design studio

Lamborghini carved out a reserved section of the showroom specifically for its Ad Personam bespoke program, complete with display walls of material samples, hexagonal wheel displays, and drawers of leather, suede, and carbon fiber swatches.

Personalization as the core of the purchase experience

The Geneva facility places Ad Personam at the heart of the showroom rather than treating customization as supplementary, a layout Lamborghini views as central to how buyers will choose their cars in the hybrid era.

Material samples for a lineup about to change

Selling hybrid supercars to a clientele raised on naturally aspirated V10s and V12s requires an environment where buyers can see the materials that will define the cabin and feel confident the brand's identity survives the engineering shift.

Senior leadership at the inauguration

Chairman and CEO Stephan Winkelmann, Chief Marketing and Commercial Officer Federico Foschini, and EMEA Director Francesco Cresci attended the inauguration, which drew over 110 guests to an evening that doubled as a statement of intent.

The customer lounge extends the visit

Comfortable seating, motorsport content on screen, and Automobili Lamborghini Collection merchandise within arm's reach are all designed to deepen the emotional connection before a single euro changes hands.

Geneva as a template for the global network

Lamborghini's Direzione Cor Tauri roadmap calls for full hybridization of every model line by the end of 2024, and the Geneva renovation offers a template — Ad Personam front and center, immersive brand content, and a floor flexible enough to present a lineup in transformation.