Lamborghini Ad Personam Turns 20 With Limited Miura-Inspired Blue Paint
Part Of The Experience
When it comes to purchasing very premium, high-performance cars, owners expect that, apart from a great product, the experience must also be top-notch. This is why high-priced brands have offered bespoke services, allowing customers to play around with their cars' interiors and some exterior pieces as well.
This practice was more common for luxury brands like Rolls-Royce and Bentley, but over the years, even supercar brands have launched their own customization arms. Lamborghini's own has just reached a milestone and is celebrating in a very unique way.
20 Years of Ad Personam
Ad Personam is a Latin phrase meaning "for the person" and is the official name of Lamborghini's personalization department. It just reached 20 years in the business, starting out in 2006 as a small group, and has quickly become an essential part of the Lamborghini buying experience. According to the Sant'Agata automaker, 96% of all new cars bought from them have at least one specialized detail courtesy of Ad Personam.
In celebration of 20 years of Ad Personam, Lamborghini is debuting a special colorway called Azzurro 20 Anniversary Ad Personam, a blue hue inspired by the Lamé Sky Blu that once graced the artful line of the Lamborghini Miura Roadster.
To achieve this color, Lamborghini used a 4-layer paint process that was designed to enhance coverage, brilliance, and visual depth, combined with a high concentration of fine aluminum particles and pearlescent pigments that create an intense "star dust" effect. It will be available as an option for a limited time only, so best get your orders in quick.
Federico Foschini, the Chief Marketing and Sales Officer of Automobili Lamborghini, says that "Every Lamborghini configured through Ad Personam is unique by definition, and this uniqueness is never accidental. It is the result of a precise vision, rigorously selected materials, and an attention to detail that is part of our brand's DNA," said Federico Foschini, Chief Marketing and Sales Officer of Automobili Lamborghini.
The Beginning
Ad Personam can trace its origins back to 2006, at the Paris Motor Show. It was there that the brand showcased a limited-edition Gallardo that signaled its desire to help customers achieve a sense of individuality. That Gallardo had matte contrasts, Nero Noctis Bodywork, Callisto wheels, and two-tone leather and Alcantara interiors enhanced by the iconic Q-Citura stitching.
Copyright 2026 The Arena Group, Inc. All Rights Reserved.
This story was originally published May 22, 2026 at 5:00 PM.