Lamborghini’s Ad Personam personalization program is getting its very own space inside the Italian automaker’s headquarters in Sant’Agata Bolognese. The new studio will be dedicated strictly to Lambo’s Ad Personam program and will exclusively cater to the company’s customer base. Prospective owners will be given the unique experience of getting a guided tour of the facility before they get to the business of calling the shots on how they want their Lamborghinis to be customized.

This isn't something overly different from what Lamborghini has been doing since it kicked off the Ad Personam program back in 2006. It's just now the program will have its own dedicated space where customers can choose from a wide range of personalized options available for both the Huracán and the Aventador. The new studio features displays on all the options available, including the body color, the choice of leather, seat, and trim options – and of course Lamborghini’s very own forged composite carbon fiber material that the automaker is offering exclusive on the Aventador.

Considering that more than half of cars it sold in 2016 passed through the Ad Personam customization program, the opening of this new studio will serve prospective Lamborghini owners well as they try to put personalized touches on their new supercars.

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Why it matters

There’s something to be said for an automaker that’s really investing heavily in giving its customers an opportunity to design their cars the way they’d like to. Give credit to Lamborghini for being cognizant of this and for doing what it can to enhance the customer experience of its owners.

The new studio may not be that much of a big deal for some people, but it shows just how much importance Lamborghini is putting into its Ad Personam program. It’s hard to believe that the customization platform has been around for 10 years, and in that time, has already evolved into one of the most comprehensive and customer-friendly personalization programs in the industry. Having this new studio in the fold only adds to the program’s appeal because it’s effectively telling prospective Lambo owners that there’s a place solely dedicated for assembling their personal touches on their Huracán or Aventador.

For those who still aren’t familiar with the Ad Personam program, here’s a brief sample of what you can expect from it. For instance, there’s a wealth of exterior colors available for both the Huracán and the Aventador. These include Bullet Silver, Brilliant Black, Bordeaux Red, and Razorblade Gray, among others. Buyers can also customize the interior leather upholstery and choose from a wide range of colors including, Andromeda Black, Champagne Gold, Snowflake White, and Acid Yellow. As for the color of the seams, Lamborghini’s Ad Personam program has that too, including Corsett Black, Baseball Red, Sail White, Boxing Glove Blue, and a host of other neatly named colors that look a lot cooler than they sound.

There are also a handful of new materials that have also been added, including different types of Alcantara and new leathers, as well as Lambo’s trademark forged composite carbon fiber, which according to Lamborghini, is the most demanded option of the entire Ad Personam program.