The best case in point is Lamborghini's first Urus SE customer vehicle. Revealed with much pomp during Art Basel Miami Beach 2024, this fellow required an extra 230 hours of painting and testing over the standard industrial process.
A testament to how far the Ad Personam folks are willing to go in order to please the Raging Bull's clientele, the Miami-inspired utility vehicle wouldn't have been possible without a bit of help from the folks at Lamborghini Centro Stile.
Mitja Borkert, design boss of Automobili Lamborghini, calls it a piece of art. While that may not be the view of everyone with a passion for all things four wheels, there is no denying the one-off commission stands out in the crowd through its Blu Glauco highlights. They're joined by a sweet combination of gray hues and black, whereas the front lip brings together Nero Noctis and Blu Glauco.
The special treatment continues with Nero Noctis and Blu Glauco for the rear aerodynamic diffuser, Grigio Telesto and Blue Glauco mirror caps, and MIAMI lettering on the front doors in a combination of white and Blu Glauco.
Written in uppercase, MIAMI is also featured on the kick plates and the dashboard of the Urus SE.
Shown in Miami together with the all-new Temerario supercar, the unique commission brought together a number of high-ranking executives, including the aforementioned Mitja Borkert.
He was joined by chief marketing and sales officer Federico Foschini, chief technical officer Roven Mohr, big kahuna Stephan Winkelmann, and Lamborghini America head honcho Andrea Baldi.
Considering that Florida is hugely important for Lamborghini in the United States of America, we're hardly surprised that Winkelmann attended this unveiling.
"I am very proud of this special Urus SE," said the former Mercedes-Benz, Audi, and Bugatti man, "which highlights the infinite customization possibilities of our Ad Personam program."
The attached release indicates that Lamborghini moved quite a few vehicles in 2024, with Lamborghini expecting to improve deliveries next year.
Unfortunately, no estimates were given for 2024 or 2025. In any case, we do know that Sant'Agata Bolognese delivered 8,411 vehicles in the first nine months of 2024, representing an 8.6% improvement over the same period last year.
From the standpoint of moolah, that's 2,434 million euros in revenue or 20.1% better, along with 678 million euros or 9.8% better in operating profit.
The Q3 2024 release further made it clear that prospective customers of the Urus SE will have to wait until 2026 for delivery.
At the beginning of November 2024, the order bank covered all planned capacity for 2025. It goes without saying the Urus is the Italian marque's best-selling model, followed by the Huracan/Temerario and the Revuelto.
It's also the most affordable of the bunch, with the Huracan-replacing Temerario retailing at close to $360,000 versus just under $260,000 for the Urus SE.
The Aventador's successor is close to $610,000 before even looking at the optional extras list, let alone commissioning Ad Personam for customization.
