- Lamborghini launched Ad Personam at the 2006 Paris Motor Show.
- Azzurro 20 Anniversary references the Miura Roadster’s Lamé Sky Blu.
- Lamborghini says 96% of factory vehicles include personalised details.
Lamborghini is celebrating 20 years of its Ad Personam customisation programme with a new limited-time colour, and the inspiration comes from one of Sant’Agata’s prettiest one-offs.
The new shade is called Azzurro 20 Anniversary Ad Personam. It takes its cue from the Lamé Sky Blu finish of the Miura Roadster, bringing a famous Lamborghini colour into the modern era with a more technical, layered finish.
Customisation becomes core business
Ad Personam was launched at the 2006 Paris Motor Show, where Lamborghini previewed its more personal approach with a limited-series Gallardo. That car wore Nero Noctis paint, matte contrasts, Callisto wheels and a two-tone leather and Alcantara cabin with Q-Citura stitching.
Two decades on, the programme is far more than a paint-and-trim menu.
Lamborghini says 96% of vehicles leaving its factory now feature at least one personalised detail, which says plenty about modern supercar buyers and their appetite for having something nobody else can quite copy.
“The twenty years of Ad Personam are not simply the story of a customization program, but the concrete demonstration of how exclusivity — when built on authentic craftsmanship and a deep relationship with the customer — creates value that lasts over time,” said Federico Foschini, Chief Marketing & Sales Officer of Automobili Lamborghini.
“Every Lamborghini configured through Ad Personam is unique by definition, and this uniqueness is never accidental. It is the result of a precise vision, rigorously selected materials and an attention to detail that is part of our brand’s DNA.”
Azzurro with extra sparkle
Azzurro 20 Anniversary Ad Personam joins a palette that already includes more than 400 colours.
Lamborghini says the new finish uses a four-layer process designed to boost coverage, brightness and depth.
Fine aluminium particles and pearlescent pigments create what Lamborghini calls a “star dust” effect.
In direct sunlight, the paint throws bright reflections; under softer light, it shifts to a calmer, more elegant blue. Very Lamborghini, then: theatrical, but with a ruler behind the curtain.
From studio to screen
The programme’s growth has been steady. In 2013, Lamborghini expanded Ad Personam with a dedicated team to guide customers through materials, colours, finishes and accessories. In 2016, it opened the Ad Personam Studio at Sant’Agata Bolognese, giving buyers factory tours and guided configuration sessions.
By the first half of 2016, more than half of Lamborghini super sports cars delivered included Ad Personam content.
Since then, the service has gone global and digital. A Virtual Studio arrived in 2020, followed by permanent Ad Personam studios at Lamborghini Lounge Tokyo and Lamborghini Lounge New York. The Sant’Agata studio was also renovated in 2023 with more digital tools, making the process more immersive whether customers are present in Italy or configuring remotely.
