Even Lamborghini Supercar Consultations Are Moving Online During the Pandemic

The Italian automaker is bringing its Ad Personam studio to the virtual realm

Inside Lamborghini's custom car Ad Personam Studio
Would you customize your $200K+ Lamborghini online?
Automobili Lamborghini S.p.A.
By Alex Lauer / July 22, 2020 7:00 am

The truth about luxury cars is that anything is available for the right price. Sports car companies may not detail custom options to the public, but for a certain number of zeroes, any seat fabric, precious metal inlay or color matching has always been possible.  

However, Lamborghini has been making strides to offer customization to a wider swatch of customers, launching its Ad Personam personalization program in 2006, expanding it in 2013, and then giving that branch its own space at their Sant’Agata Bolognese HQ in 2016. Now, as a result of the coronavirus pandemic, the Italian marque is moving its custom consultations online.

“From July 2020 clients can pre-book an initial consultation of around two hours via their dealership, either joining their sales specialist at the showroom or from another location, for their dedicated session with Lamborghini’s specialists,” the company wrote in a press release.

These consultations in the new virtual Ad Personam experience will include video calls to Lamborghini’s headquarters, where a team will display the desired model in the studio, as well as renderings of the custom vehicle and material samples by request. 

“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,” Giovanni Perosino, chief commercial officer of Automobili Lamborghini, said in the press release.

The announcement comes two months after the marque launched its new Huracán EVO Rear-Wheel Drive Spyder in augmented reality.

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