To make sure your Aventador doesn't match the one down the street.
Luxury carmakers have smartly realized that not only can they sell mid-six-figure sedans, SUVs and sports cars, but they can tack on another few figures for personalization. Aston Martin does it with it's Q division and Bentley has Mulliner. The Lamborghini Huracan and its ilk, have their own versions of this called Ad Personam and today we're digging deep into what you might find once you've signed a big fat check.
Like those other programs, Lamborghini's Ad Personam lets you "give shape to every desire through the choice of infinite combinations, from colors to materials, from the seat logo sewn by hand rather than printed, to the initials embroidered inside the passenger compartment, as well as satisfying requests to reproduce a color on sample."
You get a team of specialists that help you through the process.
It starts with color. Buyers will get swatches and models representing the 348 colors it can produce. Though, with the right sized check, you can probably mix your own. Lamborghini says it holds the record in the automotive market for the variety of shades and palettes. The company notes that its most demanding (in a good way) customers include the Americans with 20% requesting custom colors. USA is followed by the Asia Pacific region and then EMEA (Europe, Middle East, Africa).
The Asia Pacific region's favorite color is Rosso Efesto; in EMEA it's a hue of green called Verde Alceo. In America Blu Cepheus is the top choice.
Is one of those 348 colors not exclusive enough? No problem, says Lamborghini, it can add diamond dust to give it a little more bling. The process uses a new transparent paint containing diamond microcrystals. Through a new technique that "combines artistic craftsmanship and technology," the bodywork becomes iridescent, changing color with the light. Have you ever seen a mystichrome Ford Mustang? Imagine that but more expensive looking.
OK, so now you have your base color and your diamond dust, what's next? How about personalized artwork embroidered inside. Thanks to the skilled upholstery department, buyers can spec hand-stitched logos as opposed to embossed, sewn-in driver initials or even a city skyline. Lamborghini says customers have requested branches and peach blossoms, portraits of the customer or their pet, street art, splash effects and more.
The newest option from Ad Personam is "color families," where the AP team and experts in neuromarketing and color psychology divide customers into groups, each "with the different cultural backgrounds, tastes, personalities and attitudes of the individual families."
The Sportiva family is for those "who have a bold personality with a youthful spirit and who like to be recognized as promoters of a timeless tradition." The colors selected include Lamborghini's versions of yellow, orange, green and purple.
The Contemporanea family comes in red, blue and white as modern and minimalist. It "combines elegant and sophisticated style with the appeal of sport technology."
The Eclettica is "freshness, innovation and flair" in blue, purple and Oro Elios, which is a yellow-gold hue.
The Classica family is a tribute to traditions of Italian super sports cars and represent colors of the past like orange, blue, green and a red called Amaranto.
Finally, there's Technica, which "is designed for performance enthusiasts who want cutting edge technology and new materials and colors." These come in blue, black and yellow.
So, if you want a Huracan Evo, but don't want one like the guy down the street, check out Ad Personam and stencil a few Mona Lisas in your vehicle. We can't guarantee it'll make the value go up, but we can't guarantee that it won't!