Detroit 2008: Lamborghini and the art of customization (video)

At Lamborghini, light blue is the star for 2008. Instead of launching new models, the Modena-based automaker chose to focus on the growing phenomenon of vehicle tuning and customization by offering a service called Ad Personam.

Showcasing a number of models, most of which were sporting the Cepheus Blue Paint (named after the king of Aethiopia, husband of Cassiopeia and father of Andromeda in the Greek mythology), brand executives wanted to highlight the incredible customization potential of their cars.

Lamborghini Murciélago LP640 Roadster

Lamborghini is now abandoning exotic colors, which are often viewed as flashy. The company is even hoping to start a new trend by offering mat finishes, as seen on the fabulous Gallardo Spyder, for instance. The latter sported quite an unusual color for such a thoroughbred: mat brown, almost black, with shimmering effects. That color is officially called "Marrone Apus". Meanwhile, the sumptuous Alcantara seats were sporting a beige color called "Marrone Gaia".

The same logic applied to the leather upholstery of the Murciélago LP640 Roadster. This non-treated leather will gradually fade over the years, which is purposefully done to give the interior a "worn" appearance -- kind of like a horse saddle!

For Stephan Winkelmann, president and CEO of Automobili Lamborghini, "the Ad Personam customization program gives owners greater freedom to individualize their car to match their own personality."

Lamborghini Murciélago LP640

photo:Sébastien D'Amour