Lamborghini's New Rome Flagship Pairs a Miura with the Revuelto to Sell Its Electrified Future
Six hundred guests and the full board of directors inaugurate over 1,000 square meters of showroom on Via Tiburtina.
Lamborghini chose Rome for a flagship expansion rather than adding another showroom in the Middle East or China, signaling how seriously Sant'Agata Bolognese views its domestic market.
The Ad Personam studio in Rome
The dedicated Ad Personam area offers an extensive range of paint finishes, leather grades, contrast stitching patterns, and carbon fiber trim elements so buyers can build something genuinely distinct from the next Revuelto or Urus on the road.
Heritage lineup outside the dealership
Lamborghini staged the inauguration as a deliberate visual conversation between its past and its electrified present, parking models from the Miura through the Countach 25th Anniversary outside the new facility.
Stephan Winkelmann on Lamborghini's bond with Italy
Chairman and CEO Stephan Winkelmann framed the move directly, saying Italy is a key country for Lamborghini and that initiatives like this show how tangible the brand's bond with the territory is.
The current lineup shares one showroom floor
The Huracán Tecnica, STO, and Sterrato each occupy a distinct niche within the V10 range, while the Urus Performante anchors the SUV side of the display.
Glass facade designed for a wider audience
The dedicated pre-owned area and expanded service capacity lower the barrier to ownership in a city where independent supercar maintenance has historically been inconsistent.
Cross-brand lifestyle under one roof
A Ducati Streetfighter V4 Lamborghini edition was also on display, a nod to the shared corporate family and the kind of cross-brand product that appeals to collectors who think in terms of garages rather than individual purchases.
Materials library, not options wall
The Ad Personam studio walls display a curated grid of leather swatches, wheel designs, and trim pieces arranged for side-by-side comparison, looking more like a materials library in an architecture firm than a typical dealership options wall.
The Revuelto meets its Roman audience
Lamborghini's message to Roman clientele is designed to be reassuring: the future sounds like a V12 with electric assistance, not a silent departure from everything that made the brand famous.
Workshop built for hybrid-era servicing
The new service bay offers a deliberate contrast to the cramped independent shops that many Italian supercar owners have historically relied on, with space large enough to service hybrid powertrains alongside naturally aspirated V10s.
The Urus as Rome's volume driver
The Urus remains the car that brings new clients into the Lamborghini ecosystem who might never have considered a mid-engine two-seater, and over 6,000 units contributed to the brand's record 2023 sales of 10,112 cars globally.
A stage ready for what comes next
Lamborghini expects several new model debuts in the near term, and Rome now has a flagship large enough to receive them.