Lamborghini factory gets personalization studio

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Lamborghini’s Ad Personam personalization department has been up and running since 2006 but is only now getting a dedicated studio.

Located at Lamborghini’s factory in Sant’Agata Bolognese, Italy, the new studio will enable customers to come up with highly personalized options for their cars.

Working in tandem with an Ad Personam specialist, a customer can choose from various colors, interior trim and even materials.

While you don’t have to fly in to Italy to customize your Lamborghini, it certainly makes the buying experience more special, which is what supercars are all about.

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Lamborghini Aventador personalized by Ad Personam, 2014 Geneva Motor Show

Lamborghini Aventador personalized by Ad Personam, 2014 Geneva Motor Show

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Before specifying a car, you take a guided tour of the factory in order to view possible configurations that are on offer. Next, you head over to the studio to get a feel for the materials and play around with an advanced configurator. Customers can also arrange to have their completed cars presented in the studio.

So far this year, more than 50 percent of Lamborghini’s customers have enlisted the help of the Ad Personam department, a figure Lamborghini says is triple what it was just three years ago. Even so, there’s a lot more growth to be had when you consider that almost every new Ferrari [NYSE:RACE] has some personalization done to it before leaving the factory.

Lamborghini says one of the most popular options is the company’s Forged Composite (shown above on an Aventador), a material similar to carbon fiber but easier to produce and thus less expensive.

There are performance upgrades, too. One of these is a new aero kit designed for the Huracán. The kit is made from carbon fiber and includes a front splitter, side skirts, a rear diffuser insert and a large rear wing. A Huracán up for sale at Lamborghini Newport Beach is fitted with the kit.

2015 Lamborghini Huracán equipped with aero kit - Image via Lamborghini Newport Beach

2015 Lamborghini Huracán equipped with aero kit - Image via Lamborghini Newport Beach

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