For most automakers, personalization means choosing between a few wheel designs and interior trims. For Automobili Lamborghini, it has become an art form, and one of the biggest reasons its cars feel so special to owners around the world. The Italian supercar manufacturer is celebrating the 20th anniversary of its Ad Personam division, the bespoke customization program that has transformed Lamborghini ownership into a deeply personal experience. To mark the milestone, Lamborghini has unveiled a striking new limited-edition color called Azzurro 20 Anniversary Ad Personam, inspired by the legendary Lamborghini Miura Roadster and its iconic “Lamé Sky Blu” finish.
But the anniversary is about much more than a new paint option. It’s a celebration of how Lamborghini turned customization into one of the most important pillars of its modern identity. The new Azzurro 20 Anniversary finish is designed as a modern interpretation of one of the most memorable colors ever worn by a Lamborghini. Drawing inspiration from the Miura Roadster’s shimmering sky-blue exterior, the new paint combines heritage styling with advanced modern paint technology.
According to Lamborghini, the finish uses a sophisticated four-layer process that increases depth, brilliance, and visual complexity. High concentrations of fine aluminum flakes and pearlescent pigments create what the company describes as a “star dust” effect, producing dramatic reflections under direct sunlight while revealing softer metallic tones in darker environments. The effect is meant to accentuate Lamborghini’s sharp body lines and sculpted surfaces, giving the car an almost liquid appearance as lighting conditions change. It’s exactly the kind of visual drama Lamborghini buyers expect, especially those willing to spend heavily on personalization.
Today, Lamborghini says an incredible 96 percent of all cars leaving the factory feature at least one Ad Personam customization detail, proving just how important individuality has become in the ultra-luxury performance market. Ad Personam first appeared publicly in 2006 at the Paris Motor Show, where Lamborghini revealed a specially configured Lamborghini Gallardo featuring Nero Noctis paint, matte accents, unique wheels, and a two-tone leather-and-Alcantara interior with signature Q-Citura stitching.
At the time, the program was relatively modest compared to what exists today. But it introduced an idea that would soon become central to Lamborghini’s business model: allowing customers to create vehicles that felt truly one-of-one.
Over the following years, Ad Personam evolved rapidly. By 2013, Lamborghini had established a dedicated personalization team focused entirely on helping customers configure bespoke vehicles while ensuring every combination still matched the brand’s design language and quality standards.
Then came one of the biggest milestones in the program’s history: the opening of the Ad Personam Studio in Sant’Agata Bolognese in 2016. Located inside Lamborghini’s production headquarters, the studio transformed customization into a full luxury experience. Customers could tour the factory before entering a private design space filled with physical samples of paint finishes, leather, Alcantara, stitching, carbon fiber, wheels, and interior materials. Combined with digital configurators and guidance from Lamborghini specialists, buyers could build their dream supercar in extraordinary detail.
The concept proved massively successful. By the first half of 2016, more than half of all Lamborghini super sports cars delivered already included Ad Personam content. And Lamborghini didn’t stop in Italy. In 2020, the company launched the Ad Personam Virtual Studio, allowing customers to remotely configure vehicles through two-hour digital consultations with specialists. That same year, Lamborghini opened a permanent Ad Personam studio inside the Lamborghini Lounge in Tokyo, followed by another in New York in 2021.
These expansions reflected a major shift in the luxury automotive world. Buyers no longer wanted simply fast or rare cars, they wanted vehicles that reflected their own personality and taste. Over the last two decades, Ad Personam has evolved in three major ways: expanding from a limited selection of options to hundreds of colors, materials, and finishes, growing from a local Italian studio into a worldwide personalization network, and moving beyond customization into true one-off craftsmanship projects, including Lamborghini’s ultra-exclusive “Opera Unica” creations.
A major renovation of the Sant’Agata Bolognese studio in 2023 pushed the experience even further, blending physical samples with immersive digital visualization technology to create what Lamborghini describes as a more “phygital” approach to customization. Personalization has become Lamborghini’s luxury weapon.
In many ways, Ad Personam has become one of Lamborghini’s strongest competitive advantages. Modern supercar buyers are increasingly obsessed with exclusivity, and Lamborghini understands that a unique specification can make a car feel far more special, and potentially more valuable, than a standard production example. That’s why Ad Personam is no longer treated as a side program. It has become a core part of the Lamborghini ownership journey and one of the clearest demonstrations of the company’s blend of design, craftsmanship, and luxury theater.
And after twenty years, Lamborghini’s message is clear: performance may get customers through the door, but personalization is what makes the car truly theirs.
