Lamborghini is on a bit of a roll at the moment, setting new sales records seemingly every other month. It’s recently sent out its 10,000th Urus SUV to a customer, but this week it’s reveling in something a little less common.
What you see before you is the Lamborghini Aventador SVJ Xago. As the name suggests, it takes the 759hp V12 Aventador SVJ — the most powerful car Lamborghini makes until the Sian comes on stream — as a base, and builds on it.
However, unlike regular special Lamborghinis, the Xago isn’t about more speed, less weight, more downforce, or a faster Nurburgring lap. It’s about design. The Xago celebrates the hexagon, a shape you’ll find throughout the Lamborghini brand — even on its boats.
Each of the Xago models takes the hexagon motif — which Lamborghini also says takes inspiration from the clouds at Saturn’s north pole — and runs with it. In addition to the “hexagonita” seat pattern, each car also has a design featuring silver hexagons, fading at the edges, on each door.
The crux here is that you cannot simply walk into a Lamborghini dealer and order the car. If you want an Xago — and there will only be ten produced — you’ll need to take part in a specialist consultation with Lamborghini’s personalization specialist, Ad Personam.
This branch of Lamborghini is a studio which deals with customization, equivalent to McLaren’s MSO and Rolls-Royce’s Bespoke. The company reckons that more than half of all Lamborghinis now have at least one Ad Personam detail, more than triple the proportion of three years ago.
Starting this month, Lamborghini will offer Ad Personam sessions with clients around the world virtually, rather than having to head to Sant’Agata Bolognese. You’ll need to book a two hour consultation with the specialists — which could be in your local dealer or even at home — who’ll come up with configuration suggestions to suit your wishes. The Xago will only be available to customers who use this service to specify an Aventador SVJ.
Giovanni Perosino, CCO of Automobili Lamborghini, comments:
“Lamborghini is always thinking dynamically about the best solutions to challenges, and our new virtual Ad Personam studio consultations have been carefully devised to support clients who, in times where we are all cautious about international travel, still want the special, one-to-one experience of creating an entirely personalized car.
“We still look forward to welcoming clients to Sant’ Agata Bolognese in the future but we expect more than 150 Ad Personam consultations to take place virtually within this year, and continuing as an option for the future. With the support of our dealers worldwide, who also have significant personalization experience and of course, samples and materials in their own dealerships, we have the exciting opportunity in an increasingly digital age to create one-off Lamborghini models virtually.”