Speaking to the individual: Lamborghini’s Maurizio Reggiani on Ad Personam

Customisation is increasingly popular, particularly with upscale models, and Lamborghini is stepping up its game. The Ad Personam programme was first launched in 2006, and represented a formalised approach to personalisation options for Lamborghini buyers. The latest iteration of this programme was showcased at the recent Geneva Motor Show, along with an expansion plan and plumped up ambitions. Automotive World spoke to Maurizio Reggiani, Director of Research and Development for Automobili Lamborghini, on what is driving the growth of customisation, and where Ad Personam in particular is headed.