Lamborghini's Ad Personam Trio at Monterey Car Week 2017
Three bespoke showpieces. One argument for personalization.
At The Quail, A Motorsports Gathering on August 18, 2017, Lamborghini lined up three vehicles in matching "Ad Personam for Pebble Beach" liveries and dared the Monterey Car Week crowd to treat them as ordinary press cars.
From paint options to full bespoke atelier
Lamborghini's Ad Personam program launched in 2006 and expanded significantly in 2013, growing from a handful of additional paint choices into a full bespoke atelier covering exterior finishes, interior materials, stitching patterns, wheel designs, and carbon fiber trim.
The Aventador S as Ad Personam canvas
The Aventador S's mechanical sophistication tends to get buried under the drama of a naturally aspirated V12 and a bright orange paint job, which is exactly why Ad Personam exists: the spec sheet earns respect, but the color and material choices create desire.
Performante earns the Concept Lawn
Placing the Performante on the Pebble Beach Concept Lawn on Sunday, separate from the other two cars, told collectors that Lamborghini viewed it as more than a track variant.
The RWD Spyder's quieter pitch
The Huracán RWD Spyder in Grigio Astarte played a subtler role, proving that Ad Personam could produce a Lamborghini a buyer could drive to dinner without starting a commotion in the parking lot.
Breadth across the lineup
Lamborghini's decision to present three coordinated Ad Personam cars, rather than a single hero vehicle, demonstrated that the program works across the V12 flagship, the track-focused V10, and the open-top grand tourer.
Resale stakes of a bespoke commission
Tasteful, coherent Ad Personam specs tend to age well on the secondary market, while aggressively unusual combinations can narrow the pool of future buyers.
Hospitality with a commercial purpose
Lamborghini hosted test drives at The Quail Lodge and entertained VIP guests from a suite overlooking the 18th green, but the real purpose was commercial: prospective buyers were meant to see, touch, and internalize what Ad Personam does to the company's strongest hardware.
The studio path at Sant'Agata Bolognese
The Ad Personam Studio at Lamborghini's headquarters in Italy offers customers physical swatches of leather, Alcantara, carbon fiber weaves, and paint samples that go well beyond the standard catalog.
Aventador S rear-wheel steering explained
The Aventador S's rear-wheel steering can turn the rear wheels up to 3 degrees opposite to the fronts at low speeds, effectively shortening the wheelbase by as much as 19.7 inches, or 1.5 degrees in tune with the fronts at higher speeds, lengthening the virtual wheelbase by 28.6 inches.
Performante cabin in Verde Hydra and bronze
The Performante's cabin carried Nero Cosmus leather with Nero Ade Alcantara inserts and bronze stitching on the steering wheel, plus the optional Style package, extending the bronze-on-green theme from exterior to interior.
Entry point with cross-shop competition
The Huracán RWD Spyder represented the entry point to the Huracán lineup at the time, the car most likely to be cross-shopped against a Porsche 911 Turbo S Cabriolet or a Ferrari 488 Spider.
Why Monterey matters for Lamborghini
Monterey Car Week concentrates the world's most active collectors and ultra-high-net-worth automotive buyers into a single stretch of California coastline for five days every August, making it the ideal stage to pitch a bespoke program against rivals like Ferrari's Tailor Made and Porsche's Exclusive Manufaktur.
Ad Personam as brand statement and competitive tool
The 2017 Monterey trio demonstrated that Lamborghini treats Ad Personam not as an upsell but as a brand statement, a collector incentive, and a competitive tool, with the process ranging from selecting non-standard colors through a dealer to a full studio visit at Sant'Agata Bolognese.