GENEVA MOTOR SHOW: Lamborghini Ad Personam

Lamborghini will use the imminent Geneva motor to unleash a fettled Aventador Roadster that showcases the brand's extended Ad Personam customising program.

The business of tailoring high-end cars to customers' individual needs is a lucrative one, and Ferrari, Bentley, Rolls-Royce et al have been able to fatten up their bottom lines via their respective bespoke tweaking divisions.

Sant'Agata's raging bull says the revised Ad Personam program will enable its customers to "commission a new Lamborghini right down to the smallest details".

It will be available not only on the flagship Aventador, but also the newly launched Huracan.

Buyers will be able to tailor their car's interior to their tastes by selecting from a bewildering array of colour and trim combinations – with leather, Alcantara and Lamborghini's patented Forged Composite on the menu.

Customers can even specify their car's floormats and seatbelts by selecting from a wide palette of colours.

There will obviously also be a wide range of paint finishes for the interior, along with the option of plumping for a two-tone scheme and/or Forged Composite inserts.

The Aventador Roadster that Lamborghini has prepared for the Geneva show is painted in a new hue dubbed 'Blue Sideris', with a contrasting matte silver finish on the mirrors, A-pillars and engine cover.

In addition, it features a front apron, air intakes, rear spoiler made from Forged Composite materials, as well as inside, on the doorsills, instrument binnacle cover, infotainment controls and centre console display surround.

The blinged Aventador also scores white semi-aniline leather upholstery, contrasting with black trim on the dashboard and centre console.

The value of a bespoke tailoring program has been well illustrated by Ferrari, which, despite selling five per cent fewer cars in 2013 (6922 units) than the year before, actually managed to increase revenues by five percent, while net profit was up 5.4 per cent.

Most of the added revenue came via the increased rate of personalisation carried out on the cars via the Tailor-Made Program and Special Projects division. In fact, every Ferrari sold in 2013 featured at least some degree of personalisation.

Also growing this year was Ferrari’s restoration division, Ferrari Classiche, as well as its Corse Clienti customer racing program, which was recently merged with the Formula One program through the new Sporting Activities Department.

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