March 3, 2014
Italian automaker Lamborghini is extending its Ad Personam program to the recently launched Huracan model at the Geneva Motor Show March 6-16.
The Ad Personam program allows consumers to personalize the majority of a Huracan's details, making the $250,000 price tag seem less daunting. As the replacement for the brand's aging Gallardo model, the Huracan model will likely be snapped up by ardent Lamborghini collectors.
"Anything bespoke is super hot right now, especially if you have money," said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY. "You want the look to be yours, you want all your preferences there.
"If consumers know they can make their car more special when they take it to the country, then they will," she said. "Anything that personalized is all about ego, about showcasing what you've earned."
Ms. Fix is not affiliated with Lamborghini, but agreed to comment as an industry expert.
Lamborghini did not respond by press deadline.
Storm chaser
The Ad Personam program is not available for all Lamborghini models. Consequently, the brand tries to significantly improve possibilities when relaunching the program.
For the Huracan model, consumers can access an expanded color assortment for the interior and exterior.
Lamborghini Huracan
Materials such as semi-aniline leather and Lamborghini's patented carbon-fiber can be selected for interior and exterior details.
Hand-stitching can be requested for emblems and monograms throughout the interior. Customers can travel to the factory in Sant’Agata Bolognese, Italy, to play a closer role in the bespoke process, while gaining insights from design specialists.
A customized Aventador Roadster will be displayed at the Geneva Motor Show to showcase the range of possibilities.
An Ad Personam Studio can be visited at the show where customers can work with specialists to customize an Aventador model.
The brand recently released an official trailer for its Huracan model.
The new Lamborghini Huracan
Full circle
Lamborghini has been hyping the Huracan's release with a number of social initiatives.
For instance, the brand worked its way through a four-part video series that called for fans to share to unlock new content leading up to the release of a new model.
The Hexagon Project follows a few jumpy Lamborghini enthusiasts who want to break into the brand’s factory to uncover the new Cabrera model. Draping the product release in a comedic video series may have captivated fans who are not used to playing an intimate role in car releases (see story).
Beyond improving its product offerings, the brand has been improving brand fundamentals.
Lamborghini is continuing efforts to expand its work force and improve the labor environment following its reception of the Top Employers Italia 2014 Certification.
After a year-long evaluation process, the Top Employers Institute awarded Lamborghini the award for its “excellent workplace environments and advanced policies for human resource management.” Recognition as a generous employer may endear the brand to new consumers who appreciate sound business models (see story).
The many prominent showcases at the Geneva Motor Show make it hard for a single brand to stand out, but Lamborghini's new Huracan model has a chance to steal headlines.
"It’s definitely a big showcase," Ms. Fix said. "All the big players are going to launch a vehicle."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
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