Lamborghini's Dedicated Urus Paint Plant Puts Customization at the Center of Its SUV Bet

A new 10,000-square-meter facility in Sant'Agata Bolognese keeps the Urus paint process entirely in-house.

CEO Stefano Domenicali said the decision to build the plant in-house "most effectively safeguards our know-how, job growth in the territory, and brand identity," rather than outsourcing the work to another Volkswagen Group facility.

Factory-controlled finishing for bespoke SUV buyers

A factory-controlled paint facility should mean shorter lead times on bespoke colors and more reliable quality on complex finishes compared to outsourced alternatives.

A long-term bet on in-house SUV finishing

The facility locks Lamborghini into maintaining in-house finishing capabilities for its SUV line, protecting the brand's ability to offer the kind of bespoke color work that supercar buyers expect but SUV customers rarely receive.