Lamborghini to get personal at Geneva

The Italian supercar company is using the upcoming Geneva Motor Show to highlight its new improved Ad Personam customization and personalization and to launch a new ‘exclusive’ design studio dedicated to helping the most discerning of clients create their ultimate dream car.

It looks as if one of the stand-out luxury automotive trends for 2014 is going to be bespoke customization.

In the lead up the Geneva Motor Show, which opens its doors to the public in little more than a week, both Ferrari and Rolls-Royce have announced that 2013 was a record year for client customization requests.

Every single new Ferrari plus 95% of Rollers sold over the past 12 months were personalized, and now Lamborghini is looking to get in on the action.

Like its closest rivals, Lamborghini already has a personalization program, called Ad Personam. But until now, it was only open to clients looking to buy and personalize the company’s flagship Aventador.

However, its reach is now being extended to cover the Huracán, which goes on sale later this year.

As well as opening the program to all new Lamborghini production models, the customization options are also being extended. There will be a greater choice of interior and exterior color options, a wider selection of leathers and even the option of Forged Composite, Lamborghini’s patented carbon-fiber-based material as a replacement material for elements of the body work or cabin.

But it doesn’t stop there. At the Geneva Motor Show, Lamborghini will be launching the Ad Personam Studio, what the company describes as a “fully-functional and highly-exclusive design studio where customers are assisted in the process of creating their very own, made-to-order Lamborghini Aventador.”