Lamborghini Ad Personam program gets phygital

AD PERSONAM might sound like something Harry Potter would shout while casting a spell, but it’s actually magic of a very different kind…

Lamborghini’s Ad Personam Studio has served to assist customers of the high-end Italian brand to configure the cars of their dreams since 2016; and has now undergone what is perhaps its most significant change yet, melding the digital with the physical.

Based at Lamborghini headquarters in Sant’Agata, Bolognese, the Automobili Lamborghini Ad Personam Studio has been transformed to adapt to changing customer demands, while at the same time doubling in size to 180 square metres.

According to Automobili Lamborghini chief sales and marketing officer, Federico Foschini, the recent renovations represent a “true evolution” for the space, creating an even more high-end environment where customers can experience the essence of the brand in an intimate context.

With a growing number of reservations for its cars from across the globe, the need to offer a larger, more ‘phygital’ experience is said to allow customers to “fully immerse” themselves in the customisation process, touching and smelling the upholstery, listening to the sound of the ending, and viewing exclusive multimedia thanks to Lamborghini’s new “powerwall”.

“The Ad Personam program is a project we’ve worked hard on and which we’ve pursued with great conviction,” emphasised Mr Foschini.

“It is a testament of the attention to detail and needs that customers have always recognised and appreciated in Lamborghini. Through the Ad Personam Studio, we offer customers a one-off experience, with the opportunity to personalise their car down to the smallest detail, making it unique.”

The Ad Personam experience begins with a customer meeting with one of Lamborghini’s dealers around the world to start defining the general characteristics of the car. Next, the customer is invited to continue the configuration experience with a full day at the Lamborghini production line and Ad Personam Studio where they may choose and draw inspiration from “infinite choices”.

If Italy is too hard to get to, the Italian manufacturer will also offer the experience at its Lamborghini Lounges in New York and Tokyo – or at temporary lounges that are “set up from time to time during the main events organised by Lamborghini”.

According to Lamborghini, the new Studio offers the chance to display all the options available for its range in the one space for the first time. Expanded colour and trim offerings – including Lamborghini’s exclusive One Shot customisation process (based on specifications requested by the customer or on the use of exclusive non-automotive materials) are able to be sampled in extraordinary detail.

The colour of the bodywork, wheels, callipers, logos, exhaust tailpipes, interior upholstery, materials (such as leather), the choice of thread for stitching and embroidery, seat belts and interior fittings, are just some of the details that can be customised and visualised within the Ad Personam Studio.

“The strength of the renovated Ad Personam Studio is without doubt the presence of multiple high-quality customisation content and innovative configuration tools in a spacious, exclusive and welcoming, but at the same time comfortable, environment, just like being in your lounge at home,” explained Lamborghini Ad Personam Team manager, Marco Valentini.

“The display of 400 different shades in the Studio in the form of vehicle silhouettes is an aspect that appeals to customers and shows the obsessive dedication we have invested into this project.

“In terms of models, today almost 100 per cent of Revuelto cars have at least one Ad Personam element, immediately followed by the Huracán and Urus with more than 80 per cent, showing just how much the program is appreciated by all our customers.”

Mr Valentini said the Ad Personam program is going through a phase of continuous growth, not just linked to the increase in space, but also to the expansion of the offering and services provided.

In the future, there is likely to be even more personlisation available for Urus models, as well as the creation of additional interior personalisation options for all models, allowing clients to “make even more specific customisations”.