The Automobili Lamborghini Ad Personam Studio has been transformed and continues its growth to double its presence at the headquarters in Sant’Agata Bolognese. This expansion allows customers to configure the car of their dreams into a new experience, enabled by combining the physical and digital worlds and countless possibilities of the Ad Personam personalization program.
Federico Foschini, Chief Sales & Marketing Officer at Automobili Lamborghini, explains: “The Ad Personam program is a project that we have worked hard on and pursued with great conviction. It is a testament to the attention to detail and needs that customers have always recognized and valued at Lamborghini. With the Ad Personam Studio we offer customers a unique experience with the opportunity to personalize their car down to the smallest detail and make it unique.”
The studio, which opened in 2016, has doubled the area dedicated to the program from 90 m2 at currently 180 m2This shows how important customer personalization experience is to the company. The recent renovations represent a real evolution of the studio, creating an even higher quality environment in which customers can experience the essence of Lamborghini in an exclusive but at the same time intimate context characterized by luxury. Not only has the space dedicated to the Ad Personam experience increased, but also the quality of the experience offered, as evidenced by the growing number of reservations from around the world.
The renovated spaces offer a “phygital” experience, connecting to the real and virtual world through multiple tools. In fact, customers can completely immerse themselves and engage all the senses, including touching and smelling the upholstery materials; Hear the sound of the engine thanks to the improved audio equipment; and finally, seeing, watching exclusive multimedia materials thanks to a special Powerwall. The experience begins with a meeting with one of the Lamborghini dealers around the world to begin defining the car’s general characteristics. Customers are then invited to continue the configuration with a day at the Ad Personam Studio in Sant’Agata Bolognese, on a journey of infinite choice and inspiration by visiting the production lines.
The new website offers the ability to display all available options in the Lamborghini range in one place for the first time, in line with the growing level of customization, ranging from more linear configurations to “Ad Personam essential” to an expansion of the “Ad Personam essential “Enough range of vehicle colors and trims; up to “one shot” customization, based on the specifications requested by the customer or on the use of exclusive or non-automotive materials. In addition, the design of the studio spaces and the arrangement of materials were developed by studying and replicating the optimal configuration process. In fact, one of the key elements is the choice of color and treatment of the vehicle’s external elements, which represent the first sensory experience as soon as visitors cross the threshold into the studio. In the middle of the room there is a rotating platform where you can sit comfortably in the lounge and show off all the details of the vehicle.
The color of the body, the wheels, the brake calipers, the logos, the exhaust tailpipes, the interior upholstery materials such as leather, the choice of threads for stitching and embroidery, the seat belts and the interior decoration are just some of the details thanks in part to the work of the upholstery department, which combines innovation with tradition and craftsmanship, a constant in the world of Lamborghini. Customers can opt for these implementations directly at the headquarters in Sant’Agata Bolognese, the flagship location of the configuration experience, or alternatively in the two Ad Personam areas in the Lamborghini Lounges in New York and Tokyo or in the temporary lounges set up there from time to time during the main events organized by Lamborghini.
As an alternative to the face-to-face experience, the Ad Personam Virtual Studio is a platform with highly innovative content. In this case, the customer has an initial digital meeting with the retailer to determine the first level of customization. The customer will then be put in touch with a studio manager, connected directly from the Sant’Agata Bolognese location, with whom he will begin the actual configuration. In this case, too, the customer can follow the individualization of the vehicle in real time.
“The strength of the renovated Ad Personam Studio is undoubtedly the presence of numerous high-quality customization content and innovative configuration tools in a spacious, exclusive and welcoming but at the same time comfortable environment, just like in your lounge at home. “The new studio allows our customers to fully enjoy the configuration experience and see their dream take shape and color.” Marco Valentini, head of the Ad Personam team, explains. “The presentation of 400 different shades in the studio in the form of vehicle silhouettes is an aspect that appeals to customers and shows how much dedication we have put into this project.”
Valentini continues: “In terms of models, today almost 100% of Revuelto cars have at least one Ad Personam element, immediately followed by Huracán and Urus with more than 80%, which shows how much the program is appreciated by all our customers.”
The Ad Personam program is going through a phase of continuous growth, which is associated not only with the increase in area but also with the expansion of the offers and services offered. The next step relates specifically to the Urus and envisages the creation of additional interior personalization options to allow customers to make even more specific customizations.
