With Lamborghini, every wish comes true. The Ad Personam program is in fact designed precisely for customers who want their cars to be customized in line with their personality.
From the colors and materials to the seat’s logo and embroidered initials inside the passenger compartment, every wish can be given form by choosing from infinite combinations, always in keeping with the required standards of quality. 

For our Focu5on format, let’s discover 5 curiosities about this one of a kind program!

1. Automotive leader in the development of unique colors: 348

Lamborghini holds the record in the automotive market for the variety of color shades and palettes, offering a grand total of 348 unique Ad Personam colors. Some of the most creative customers are the Americans, with 20% requesting personalized colors, followed by those of Pacific Asia and EMEA. 

2. The last frontier of color: diamond dust paint

The latest innovation in exterior colors is the use of a new transparent paint containing micro crystals in the form of diamond dust, making the Lamborghini car a true jewel.

3. The most extravagant request for interiors: embroidered works of art

With the expertise of the Saddlery department operators, nothing less than a work of art can be created inside a Lamborghini, from the embroidery of peach tree branches and blossoms and the self-portraits of the customer or a favorite pet, to the street art style drawings with raging bull and splashes of color, not to mention skyline images of a favorite city. In short, there’s something for everyone’s tastes!

4. The most popular Ad Personam colors in America, Asia Pacific and EMEA

When in Rome, choose the colors Romans choose. In Pacific Asia, the Ad Personam color most in demand is Rosso Efesto (red), in EMEA Verde Alceo (green), while in North America Blu Cepheus (blue) is all the rage. 

5. Studies in color psychology give rise to five chromatic families

Thanks to the contribution of studies conducted by neuromarketing experts, color psychologists and the Lamborghini Centro Stile, the Ad Personam program has singled out 5 personalities that embody the profiles of Lamborghini customers, based on the attitudes of the individual Families.

Appropriate for everyone who has an audacious and youthful personality. These colors are in fact the launch colors of the latest Lamborghini cars, including Giallo Belenus, Arancio Xanto, Verde Selvans and Viola Pasifae.

Reflects the modern landscape of informal, minimalist luxury. The eight colors selected, including Rosso Efesto, Blu Aegir and Balloon White, combine elegant and sophisticated style with the appeal of sport technology.

Represents freshness, innovation and flair. The palette is made up of bold colors that express the various facets of the versatile spirit, ranging from Blu Cepheus to Oro Elios to Viola Bast.

A tribute to the origins of an Italian excellence that revolutionized the world of super sports cars and is bound to its traditions. The most representative colors of the icons of the past, such as Verde Scandal, Amaranto, Arancio and Blu Notte, belong to this family.


It is designed for high-performance enthusiasts who want cutting-edge technology and new materials and colors, including Blu Grifo, Nero Nemesis and Giallo Telemaco.