- Lamborghini adds four new Italy-inspired paint colours to Ad Personam.
- New shades available on Revuelto, Urus SE and Temerario.
- 94% of Lamborghini buyers choose at least one custom feature.
Lamborghini’s already vast customisation catalogue has just grown again, with four new paint finishes added to its Ad Personam programme, each one steeped in a distinctly Italian reference point.
The brand says the new colours are designed to give buyers even more freedom when specifying their cars, while doubling down on cultural cues tied to its homeland. With more than 400 shades already available, that’s no small claim.
A taste of Italy... literally
The quartet of new hues reads like a menu of Italian icons.
Rosso Grappolo takes inspiration from red wine, mirroring the deep tones of grape skins. Giallo Granita, meanwhile, nods to the citrusy iced treat popular during Italian summers, particularly in lemon form.
Verde Campo d’Ulivo shifts the palette into earthy territory, reflecting the green of olive groves and the country’s olive oil heritage. Rounding things out is Bianco Trullo, a crisp white that references the distinctive cone-roofed buildings found in Alberobello.
It’s a thematic set, less about outright flash, more about storytelling through colour. And for a brand that thrives on personalisation, that narrative angle matters.
More choice, more individuality
All four finishes will be available across Lamborghini’s current production lineup: Revuelto, Urus SE and Temerario. They slot into the Ad Personam programme, which allows buyers to tailor everything from paint to interior finishes.
If anything, the move reflects just how central customisation has become to Lamborghini’s business. The company says 94% of its delivered cars already feature at least one personalised element, suggesting most customers aren’t interested in off-the-shelf specs anymore.
Not just colour, but identity
There’s also a broader play here. By tying new finishes to recognisable cultural symbols, Lamborghini is reinforcing its identity as an Italian brand first, global supercar maker second.
It’s subtle, but effective. Where some rivals chase ever more extreme hues or finishes, Lamborghini is leaning into meaning, colours that evoke place, product and tradition.
Expect to see these shades popping up in some very bespoke builds soon. And given the appetite for personalisation, don’t be surprised if this is just the start of another expansion.
