Lamborghini has taken customer requests since its inception in 1963, but getting what you wanted from the company wasn’t always easy. Take the color named Verde Scandal: It was created in the 1960s at the request of a customer who wanted her Miura painted in the same color as her dress. Lamborghini needed a sample to match the color, so the woman took off her dress, left it in the design studio, and walked off without it. The scene was seemingly scandalous enough to give the new color, which still exists, its name.
Fast-forward to 2026, and you can order a new Lamborghini in pretty much any color you see fit without taking off your clothes. The brand offers a palette of over 400 colors, excluding paint-to-sample one-offs, in addition to different trim materials, stitching patterns, and upholstery types. Customers currently have three levels of customization available, and Lamborghini will announce a fourth level in the near future.
The first level of customization corresponds to what nearly every carmaker regardless of segment offers. It’s a standard list of extra-cost options, like carbon fiber door sills on a Revuelto or black-finished wheels on a Temerario. The second level is when Ad Personam, Lamborghini’s in-house customization program, enters the picture. The list of Ad Personam options includes hundreds of paint colors ranging from subtle to, well, not-so-subtle, different wheel designs, and color-coded seatbelts for when black is too mundane.
“At least 90% of the cars we build are ordered with at least one Ad Personam option,” Viktor Wurmboeck, who runs product marketing for the Ad Personam department, told me in the design studio (pictured). It’s a well-lit room nestled deep within Lamborghini’s historic headquarters in Sant’Agata Bolognese, Italy.
Lamborghini’s vast color palette is particularly popular among buyers who want to customize their car.
“In general, exterior colors remain the most requested element within the Ad Personam program, as they are often the first and most visible way customers express their personal vision of the car. Among these, launch colors continue to be particularly popular,” Lamborghini told Hagerty. “Overall, the strongest demand is clearly concentrated on elements that enhance the visual character and presence of the car.”
The third level of customization corresponds to requests that require more work. If you want to get, say, a picture of your dog’s head embroidered in the headrests, you’ll have to move up to level three. You won’t find these options on the Lamborghini configurator, and you can’t order them through a dealer. Buyers who want this level of personalization need to visit one of the handful of Lamborghini lounges scattered across the globe, like the ones in New York City and Miami, or travel directly to the Ad Personam studio.
There are limits to what Lamborghini is willing to do. Wurmboeck pointed out that an unwritten rule is no more than three colors on the outside of a car. Requests that fall well outside of the realm of good taste get shot down, much to the delight of the long list of aftermarket companies who stand ready to jump in. If a request gets rejected, Ad Personam usually tries to work with the customer to find a suitable solution.
Unusual requests aside, Lamborghini’s list of options is nearly endless. “We can make almost everything,” Wurmboeck said proudly. For example, a couple of years ago, a customer wanted an Aventador with real diamond powder blended into the clearcoat. Lamborghini looked into it, said “yup, we can do that,” and made it happen. Wurmboeck wouldn’t reveal exactly how much the diamond-studded paint cost, but he hinted that it was in the vicinity of €200,000 to €250,000 (between $236,000 and $295,000).
The growing number of Ad Personam requests is good for customer satisfaction, as pretty much anyone with a thick enough wallet can work directly with Lamborghini to configure the exact car of their dreams. It’s good for business, too; Ad Personam helps boost profits. What about the company’s image? If nearly every Lamborghini is customized to some extent, customization becomes the new normal. Some buyers don’t want to settle for “normal,” so Lamborghini is currently planning a fourth level of customization.
Specific details remain few and far between. The project is still at the embryonic stage of development, but the idea is to bring in materials from non-automotive industries. Wurmboeck hinted that his team could look toward the fashion world and the furniture industry for both ideas and partnerships, though he stopped short of citing names or giving examples. It’s a strategy that makes sense: The trends that shape the car industry usually trickle down from other creative spaces, and they’re often interconnected.
“Some examples of this approach are already visible today. Highly exclusive paint finishes, like diamond dust paint, reflect a focus on rarity and exclusivity, while fully hand-applied painting techniques, including spatula and brush applications, have been showcased through unique Opera Unica projects, such as the ones revealed in Porto Cervo and Shanghai,” a Lamborghini spokesperson told Hagerty. We learned that more one-off and few-off projects that preview the fourth level of customization will be unveiled in 2026.
Durability remains a major hurdle. Cars tend to have a much harder life than other objects. Leather might be both on your couch and in your car, but only one of those is going to bake in 100-plus-degree heat at the local airport for a week. Lamborghini has a lot of testing to do before it can unlock the fourth level of customization. “Our cars go through the same durability tests as a Volkswagen Golf,” Wurmboeck said.
The next logical step in the cosmos of customization would be to develop one-off cars, like Bugatti’s Programme Solitaire. Lamborghini has dipped its toes in what’s essentially modern coachbuilding before, the Aventador-based, 780-horsepower Invencible coupe and Auténtica roadster (pictured below) unveiled in 2022 were both one-offs, and it’s willing to do it again—but only if the right opportunity arises.
“While similar initiatives are not excluded in the future, Lamborghini does not currently operate a formal program, and such projects remain exceptional rather than part of a structured offering,” the brand said.
Report by Ronan Glon
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