Can you share a bit about the history of Lamborghini colours? How have the trends changed over the years?
Lamborghini has always paid attention to colour and puts optimum customer satisfaction as a key consideration when choosing a colour for our cars. It all started with production of the Miura in 1966, which was very progressive for its time. The stylistic elements of fine design, and the innovations in colour that have traditionally characterized Lamborghini super sports cars, began with the Miura. 763 Miuras were delivered throughout the world, in three versions produced until 1972, and in some 60 different colours.
This trend continued again with the production of the Lamborghini Countach and Lamborghini Diablo, which wore iconic colours like Metallic Blue Tahiti and Thirty Metallic, continuing Lamborghini’s pioneering use of bold color. This has continued into modern times with the most recent Lamborghini Models and has become a staple of our identity. Producing cars that stand out with a wide variety of colours available for unique types of customers is something that is very much part of our DNA.
We solidified this even more in 2016 with the creation of the Ad Personam Studio department. This innovative complex of creativity and design located in Sant'Agata Bolognese provides our customers the opportunity, among other things, to live an exclusive experience where the cars are created for them with over 250 colour options to choose from.
How has customization shaped the identity of Lamborghini? What does it mean for your customers?
Personalization is one of the biggest trends in the automotive industry today as more manufacturers look for ways to appeal to their customers. At Lamborghini, we have been doing this from our very inception. Ever since Lamborghini was founded, customers have been able to choose from a wide range of colours as well as the freedom to choose their own, ensuring a truly unique creation. This is a staple of our design philosophy.
With our Ad Personam program, we now shifted the focus to allow customers the ultimate freedom and design the car of their dreams. Customers have an infinite number of possible combinations, from the colors to the materials: from the logo on the seat that may be hand stitched instead of branded, to the initials stitched inside the vehicle’s interior, or even a custom color, all meeting the company’s exacting standards of quality.
Our customers in turn receive the full Lamborghini experience. Along with the Ad Personam program, customers will have a team of experts to support them through every step of the process inclusive with a guided tour of the factory where they can also preview some of the configuration possibilities for their Lamborghini.
Lamborghini is always thinking dynamically about the best solutions to challenges, and our new virtual Ad Personam studio consultations have been carefully devised to support clients who, in times where we are all cautious about international travel, still want the special, one-to-one experience of creating an entirely personalized car. We still look forward to welcoming clients to Sant’ Agata Bolognese in the future but we expect more than 150 Ad Personam consultations to take place virtually within this year, and continuing as an option for the future.
How has the pandemic affected the supercar demand?
It is no secret that the automotive industry has been hit hard by the pandemic, and the global demand for super sports cars will hit a decline. With that being said, at Lamborghini we believe we will emerge stronger than ever, and demand for or our products has held up in our key markets.