Lamborghini's Arena Revuelto Turns Ad Personam Into a Competitive Weapon

One car, one event, one message about the future of bespoke supercars

Lamborghini chose its inaugural Arena gathering at Imola Circuit on April 6 and 7, 2024, to unveil a single-specimen Revuelto built through the Ad Personam customization program.

Event branding embedded in the cabin

Carbon fiber plates bearing "Lamborghini Arena 2024" and "Ad Personam" logos sit at each end of the dashboard, marking this interior as event-specific down to the trim.

Ad Personam details on the mirror cap

Verde Scandal green accents trace the lower body lines, roof, mirror caps, and rear diffuser surrounds, turning the entire exterior into a coordinated bespoke composition.

Customization as community event

Lamborghini gathered owners and fans at Imola, then revealed a one-off car built to memorialize the occasion, turning the customization program into something closer to a membership experience than a paint-and-trim catalog.

The 6.5-liter V12 hybrid powertrain

A 6.5-liter naturally aspirated V12 works alongside three electric motors to produce a combined 1,015 CV, and the engine still revs with the kind of mechanical urgency that turbo motors struggle to replicate.

A template for region-specific one-offs

Lamborghini plans to use region-specific, event-specific one-offs as anchors for its community strategy, each one reinforcing the idea that owning a Revuelto is an invitation into something larger than a transaction.

Verde Scandal stitching throughout the cockpit

Nero Ade black sport seats carry Verde Scandal stitching and piping, with matching Lamborghini logos embroidered into the headrests.

Imola Circuit embroidered into the bulkhead

The bulkhead lining features exclusive embroidery depicting the Imola Circuit map, complete with "Lamborghini Arena 2024" lettering in Bianco Leda white and escape route maps stitched in Verde Scandal green.

Over 400 colors and bespoke mixing

Ad Personam offers access to over 400 exterior paint colors, bespoke color mixing, and interior options spanning fine leathers, Alcantara, and sustainable materials like ECONYL nylon.

Selling belonging, not just heritage

Where Ferrari's Tailor Made sells history and McLaren's MSO sells engineering refinement, Lamborghini's Ad Personam — as demonstrated by this Arena car — sells belonging through narrative tied to a specific event and community.

Naturally aspirated in a turbocharged era

Lamborghini's decision to keep the V12 breathing freely while adding electric torque fill gives the Revuelto a character distinct from turbocharged hybrid rivals.

A proof of concept, not a production run

Lamborghini did not build this car to sell at a premium over MSRP, and the company has not announced any plan to produce additional Arena-themed units — the car functions as a proof of concept for Ad Personam's expanded capabilities.