Lamborghini Ad Personam celebrates 20 years of personalisation
27/05/2026
Today, Lamborghini says 96% of cars leaving the factory feature at least one personalised detail.
Ad Personam is not just Lamborghini’s customisation department. It has become one of the clearest expressions of what modern Lamborghini actually is: loud when it wants to be, obsessive in the details, deeply personal, and increasingly built around the idea that no two cars should feel exactly the same.
From Gallardo special editions to full bespoke culture
Ad Personam officially debuted at the 2006 Paris Motor Show with a limited-series Lamborghini Gallardo. The configuration already said a lot: Nero Noctis bodywork, matte contrasts, Callisto wheels and a two-tone leather and Alcantara interior with the now-iconic Q-Citura stitching. It was bold, graphic and unmistakably Lamborghini.
But over the last two decades, Ad Personam has evolved far beyond colour combinations and contrast stitching. In 2013, Lamborghini expanded the programme with a dedicated team to help clients choose colours, materials, finishes and accessories while staying within the brand’s design, quality and safety standards. In 2016, the Ad Personam Studio opened in Sant’Agata Bolognese, turning configuration into a proper immersive experience inside the Lamborghini factory.
Azzurro 20° Ad Personam: a birthday gift with Miura energy
To mark the anniversary, Lamborghini has created a new limited-time colour: Azzurro 20° Ad Personam. It is inspired by the Lamé Sky Blu of the legendary Miura Roadster, which is exactly the kind of historical reference we like. Not lazy nostalgia. Not a retro badge. A colour taken from one of the most evocative Lamborghini icons and reinterpreted for the modern era.
The finish uses a four-layer system designed to create more brilliance, depth and visual coverage. Fine aluminium particles and pearlescent pigments create what Lamborghini describes as a “star dust” effect. In sunlight, it sparkles. In softer light, it becomes more elegant and subtle.
More than 400 colours, but still controlled
Lamborghini now offers more than 400 colours through Ad Personam. That number sounds almost dangerous, because too much freedom can easily turn into visual chaos. But this is where Ad Personam becomes interesting. Lamborghini is not simply handing customers an unlimited paint box and hoping for the best.
The brand frames the programme around selected materials, craftsmanship, technical standards and a deep relationship with the customer.
Opera Unica is where it gets serious
The most extreme expression of Ad Personam is Opera Unica. These are unique, non-replicable projects where Lamborghini turns personalisation into something much closer to automotive art. That is where the programme becomes more than paint, leather and stitching.
It becomes value. And not only emotional value. In a collector market where specification, rarity and story matter more than ever, a truly unique Lamborghini can become far more desirable over time than a standard car in a safe colour.
AutoNext Take
Ad Personam works because it fits the brand. A Lamborghini is already an emotional, irrational and highly visible object. Personalisation does not dilute that. It amplifies it.
And the fact that 96% of new Lamborghinis leave the factory with at least one personalised detail proves that customers do not want anonymity at this level. They want ownership to feel personal. They want a car that tells a story. They want something that feels impossible to copy.
