Exterior of the new Lamborghini Cologne dealership at dusk with guests and Lamborghini vehicles parked outside during the grand opening event

Lamborghini's New Cologne Showroom Puts the Urus SE Center Stage for Germany's Hybrid Era

A 2,700 square metre dealership opened on 6 June 2024, anchored by the Urus SE plug-in hybrid Super SUV.

Lamborghini opened its new Cologne dealership as the first retail stage for the Urus SE, pivoting the plug-in hybrid from auto-show debut to showroom reality.

The Ad Personam studio lets buyers handle real paint, leather, and wheel samples under showroom lighting.

Lamborghini's Ad Personam program lets customers configure exterior colors, interior materials, stitching patterns, wheel designs, and trim finishes from a catalog the company describes as almost limitless.

Lamborghini leadership celebrates a facility built for high-mileage, daily-driven ownership.

The Urus brought a wave of customers who use their cars daily and expect service experiences on par with premium luxury brands, so the new facility pairs its showroom with a 1,300 square metre factory-authorized service center.

The Cologne showroom floor displays multiple models from Lamborghini's current lineup.

The guest of honor was a Urus SE finished in Bianco Sapphirus over a Terra Kedros interior, marking one of the first times the plug-in hybrid sat under showroom lights in front of actual customers rather than auto-show crowds.

Guests surround the Urus SE at the Cologne inauguration event.

The Urus SE was not yet offered for sale at the time of the Cologne event and remained in the type approval stage for official fuel consumption and emissions certification.

Physical samples under controlled lighting replace online configurators in the Ad Personam experience.

Ad Personam differentiates itself through the sheer breadth of options and an in-dealer experience where buyers handle physical samples under controlled showroom lighting instead of relying on screen colors.

Lamborghini frames the Cologne facility as a template for its electrified retail future.

The Cologne facility combines an Ad Personam studio, certified pre-owned inventory, and full factory servicing under one roof, creating a buying and ownership experience that smaller competitors struggle to replicate.