At the 2006 Paris Motor Show, Lamborghini unveiled a customized Gallardo with Nero Noctis and matte black bodywork plus a two-tone leather and Alcantara interior with special stitching. The V-10 supercar was an example of how Lamborghinis could be customized and served as the launching point of the automaker’s Ad Personam personalization division. Over the past 20 years, Ad Personam has grown into an immersive experience that affects nearly every Lamborghini that leaves the factory. To commemorate the anniversary, Ad Personam has concocted a new limited-edition blue that it calls “Azzurro 20° Ad Personam.”

If you’re a Lambo lover, this color may look a little familiar to you. That’s because Ad Personam was inspired by the “Lamé Sky Blu” on the one-off Miura Roadster presented at the 1968 Brussels Motor Show. Applied in four layers, Azzurro 20° Ad Personam is a mix of fine aluminum particles and pearlescent pigments that create a “star dust” effect. According to Lamborghini, “In direct sunlight, the finish releases bright, sparkling reflections, while in softer lighting it reveals a more elegant look with smooth transitions between light and shadow. The result is a luminous, three-dimensional effect capable of changing with the light and enhancing the sculpted surfaces of Lamborghini cars.”

Over the past two decades, Ad Personam has broadened its range of available options, expanded its global accessibility, and advanced to crafting unique creations, such as this 1-of-1, Sardinia-inspired Revuelto Opera Unica. These days, at least one personalized detail from Ad Personam is in 96 percent of Lamborghinis produced.

Of course, it took a while to get to this point. In 2013, Lamborghini expanded the program with a dedicated team that helped Ad Personam clients choose the colors, materials, finishes, and accessories for their special builds. Three years later, Lamborghini opened an Ad Personam Studio in its Sant’Agata Bolognese factory. Following a tour of the production facility, clients could touch samples of leather, colors, materials, seats, and wheels while spec’ing their car with a digital configurator. By the first half of 2016, more than half of the cars that Lamborghini delivered had Ad Personam features. The service made major strides in 2020 when it launched the Ad Personam Virtual Studio, which enabled clients to book two-hour remote consultations through their Lamborghini dealer. That was also the year Lamborghini opened Ad Personam studios in New York and Tokyo. As part of a 2023 renovation, the Sant’Agata Bolognese studio was equipped with more features for a so-called “phygital” experience.

It makes sense that Ad Personam has become so popular. In the realm of exotic cars, the price tag and performance aren’t enough — exclusivity makes them special. Buyers don’t want a Lamborghini, they want their Lamborghini. Clearly, they’re willing to spend the time and money to make it.