Urus Paintshop

In 2019 Automobili Lamborghini inaugurated its new paint shop for the Super SUV Urus in Sant’Agata Bolognese. 

This cutting-edge plant is inspired by Lamborghini’s Factory 4.0 model in combining craftsmanship and digitalization and is the first in the world to integrate new frontiers of artificial intelligence. Its new modular structure offers greater flexibility in the process and consequently a range of color personalization never seen before.  

The concept for creating a technologically advanced paint shop at the production site came from the company’s desire to preserve, according to the maximum quality standards, a key process of the overall production phase that is particularly complex. This complexity derives from the high level of personalization in the color choices offered to customers thanks to the Ad Personam program, the crucial component of specialist craftsmanship required by the process, and the aesthetic impact of the entire painting process on the finished car.  

The facility features technologically advanced systems with low environmental impact and workers with highly specialized skills. Like the Urus Super SUV assembly line, the new paint shop is characterized by the use and further evolution of the Factory 4.0 model, which integrates new production technologies to support the workers in the assembly process. Manifattura Lamborghini thus reaches a new level of development in a manufacturing model characterized by modularity, flexibility, and the maximum personalization. 

With the new paint shop, Lamborghini can offer its customers infinite color options. The colors are divided into four types: standard, special, matte and Ad Personam. Through the Ad Personam program, customers can not only choose to personalize their car with the colors and graphics they prefer, but can also create their own unique special color, like in a true work of art.