Tailored Power

An inside look into Lamborghini's Ad Personam programme, where every stitch, shade, and detail is crafted around the customer.

- Rishad Saam Mehta

Long before “bespoke” became a marketing mantra, India’s maharajas perfected the art of personalisation. Their Rolls-Royces were embellished with gold, mother-of-pearl, silver cutlery, and even equipped for hunting. One Phantom II was famously matched to a queen’s pink slipper. Today, the tradition continues through Ferrari’s Tailor Made programme, Bentley’s Mulliner workshop, and Rolls-Royce’s Bespoke Collective, where veneer inlays, monogrammed umbrellas, and dashboard timepieces are crafted with almost ecclesiastical intent. But true personalisation goes beyond finishes and flourishes. It becomes transformative when a buyer is invited into the very making of a machine. That experience unfolds in Sant’Agata Bolognese in Italy, where the Lamborghini’s Ad Personam programme is a full-scale automotive theatre.

The Factory Tour

My day as a Lamborghini customer replicated the real buyer journey, from securing an allocation for the sports car Revuelto to arriving at Automobili Lamborghini’s gates. What unfolded next felt far more immersive than a typical purchase.