Lamborghini Customers Get Treated Different

During a recent trip to Lamborghini’s head office in Bologna, Italy, the brand took us on what the manufacturer considers the ownership experience, centering around three key points: exclusivity, personalized journey, and care. The supercar brand understands that many owners use their Lamborghini as an extension to express their personality. Roughly 90% of Lamborghinis sold have at least 1 customization on them.

In all, customers choose an exterior color, exterior carbon fibre packages, wheels, wheel color, wheel size, exhaust pipe color, color of Lamborghini writing, colors for the engine bay, colors for the accent line on side skirts and front lip, and more. They can also opt for one of many pre-designed liveries and/or stripes on the wing.

For those who really want to customize every detail of their Lamborghini, there’s the Ad Personam Experience. The Ad Personam Experience from Lamborghini is available through the brand’s Studio in Bologna or at one of the manufacturer’s lounges. The latter are currently located in Tokyo and New York, with a third lounge set to open in Miami.

We were lucky enough to get a tour through the entire experience at Lamborghini’s Studio in Italy. Upon entering the building, we’re greeted by a massive color wall with over 400 choices. If one of these shades doesn’t tickle your fancy, the brand will color-match anything you bring in a sample of. Want it to match your prized pooch? Your favorite watch? That nostalgic family heirloom? No problem.

Lamborghini plans to add another level of customization in the future that has to do with the fabrics and materials used inside. If a customer wants a specific fabric or material in the car, the manufacturer hopes to source these nontraditional car materials for assembly, as long as they’ are durable and safe to use of course. It’s just one example of how the Ad Personam Studio continues to grow with more and more options coming on board.

To help owners visualize their custom builds once complete, there are advanced configuration display screens showing the vehicles in greater detail. Then, once ordered, the Lamborghini Unica app is used to help owners track their ownership journey from order placed to delivery. The app also features all the usual smart-car telematics features. One more cool feature of the Unica app is that users get details on new vehicles in advance of the general public.

Although not part of the Ad Personam Experience, Lamborghini took us through a tour of the brand’s car plant to conclude our program. The factory is much quieter than all the mainstream hyper-fast, high-production plants we’ve visited in the past. Although the brand still utilizes modern equipment, the assembly is more hands-on at each step, more deliberate.

Whereas a high-volume plant may have a 1-minute timer at each assembly station along the production line, Lamborghini has a time limit of 24 minutes per station. Such liberties are possible when producing 3,000 cars a year compared to 1,000,000.

Lamborghini also does everything on-site, in-house. The brand even has machines to cut and stitch its own interior bits. It’s surreal seeing an entire sewing department, with rows and rows of employees operating sewing machines, pumping away, embroidering, stitching, and fastening together various interior bits.

Equally impressive is the engine department. Not that long ago, the plant only had to build a single gasoline engine. Now, it’s tasked with building two different engines, each consisting of hybrid technology that involves various motors and batteries.