Detroit 2008: Lamborghini bringing personalization with Ad Personam program

Bartek Sikorski

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What's more exclusive than a Lamborghini? A Lambo individualized through the raging bull's Ad Personam program. The concept behind the program, due to be unveiled in Detroit in a few days, is to allow customers to create their own rolling masterpieces through exclusive colors and interior appointments.

The Gallardo Spyder will be available in Marrone Apus and the same matte brown finish originally debuted on the Reventon, which has apparently been requested by several owners. Blu Cepeus will be another hue available on both the Murcielago LP640 coupe and roadster, which also sports the same matte finish. The interior of the Gallardo and Murcie can be fitted with Marrone Gaia, along with a few other equally pompous lofty-titled leathers, plus Alcantara.
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PRESS RELEASE

Lamborghini unveils fashion inspired trends for their Gallardo and Murciélago models at the Detroit Auto Show

Automobili Lamborghini will present three brand-new examples of vehicle personalization, intentionally drawing inspiration from the most glamorous trends of the world of fashion, at the upcoming Detroit Auto Show on January 13-26, 2008.

The proposed individualizations are part of the Ad Personam personalization program. The vehicles are based on the concept of "think of the impossible" and offers Lamborghini customers the ability to create their own "original", perfectly tailor-made super sports car.

The Gallardo Spyder will be presented in an innovative Ad Personam matte brown paint, Marrone Apus, now available on standard vehicles in the wake of the enormous success met by the Reventón, the very first Lamborghini offered with a matte finish.

Marrone Apus, an elegant shade halfway between brown and black, gives off exquisite golden reflections in the sunlight due to a pigment able to imbue the paint with an iridescent look.

The interior also exhibits a new shade of brown Alcantara, named Marrone Gaia which is used to upholster the seats. The fabric is combined with Marrone Janus and Bianco Polar leather, with the addition of Pianolac used to cover the center console and steering wheel.

A new shade of light blue, Blu Cepheus, also joins the Ad Personam program. It is proposed for the exteriors of the Murciélago LP640 Coupé and Roadster in Detroit. This pale blue is reminiscent of the naturalistic environment and is deliberately inspired by the purity and transparency of polar ice, in addition to depicting one of the most glamorous shades in fashion today.

This shade also benefits from the same iridescent effects of the matte paint. The same pigment selected for Marrone Apus is used in this case to attain and exalt a more primary blue when reflecting sunlight. Blu Cepheus is iridescent in the light just like icebergs, although it maintains its monochromatic nature.

Another novelty of the Ad Personam program is the leather selected for the interiors of the Murciélago LP640 Roadster. This leather covers the elegant seats of this super sports car, an Italian leather, in keeping with Tuscany's prestigious tanning tradition. It is untreated, inspired by the natural leather found on horse saddles and leads to natural changes in color over time, a tendency that confirms its natural state and total absence of treatments.

"Lamborghini is strongly focusing on the Ad Personam personalization program due to the importance of offering customers the widest range of possibilities for individualizing their cars. This allows them the ability to reflect their own personality and style," states Stephan Winkelmann, president and CEO of Automobili Lamborghini. "Many of our customers take advantage of this program as a tool for owning an even more exclusive Lamborghini."
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