110 years ago, if you wanted to buy the popular Ford Model T, you had a choice of just one colour – black. Henry Ford decided to offer only one colour, largely because he wanted to maximize economies of scale by buying the biggest volume of paint so costs would be lower. Black was also quick-drying which appealed to him because he wanted to accelerate production.
Today, however, apart from limited edition models, a single colour would not go down well with customers who like freedom to choose. Still, there is a limit to colour choices for mass-produced models because the paint shop can only cater to a certain number of colours at one time. And of course, volume is again a consideration but definitely, there’s more than one colour to choose from!
More exclusive colour choices
Because Lamborghini sells cars which are expensive and exclusive, it is willing to meet almost any demand by customers when it comes to colours. Its dedicated paint shop which opened in 2019 incorporates benchmarking Artificial Intelligence applications alongside combined craftsmanship and technologies, extending the potential and volume for exclusive color choices.
As well as the new pearl colours in yellow, orange and green, reflecting the customer demand for sporty and vibrant exteriors, it has now come out with a new design edition, Pearl Capsule, for ‘new adventures in colour’ for the Urus Super SUV.
First exclusive customization option
This first exclusive customization option for the Urus is created by Lamborghini’s Centro Stile design department. The assertive two-tone exterior finish embraces Lamborghini’s traditional high-gloss 4-layer pearl colours of Giallo Inti, Arancio Borealis and Verde Mantis in combination with high-gloss black roof, rear diffuser, spoiler lip and other details. The sporty matt grey tailpipes are complemented by 23-inch high-gloss black rims with body colour accent.
The interior trim is based on a unique 2-tone color combination, featuring the hexagon-shaped upholstery stitching Q-Citura with logo embroidery on the seat, plus carbonfibre and black anodized aluminium details. Available exclusively on the Pearl Capsule, the optional fully-electric seat features airy perforated Alcantara for exceptional comfort.
The Urus Pearl Capsule for the Urus offers an extended range of colors and features following the first full year of Urus production in 2019. With more than 8,300 SUVs delivered worldwide since its launch, the most popular colour options have been elegant hues of greys, closely followed by Lamborghini’s trademark yellow.
Enhancements for coming model year
Alongside enhanced standard and optional equipment, including the most comprehensive ADAS equipment in its segment, Urus owners will now be able to match their personality even more. They can choose from an updated standard colour palette and a continuously-expanding range of special colours, as well as further interior customization offered by Lamborghini Ad Personam.
“The Lamborghini Urus has attracted an extremely diverse clientele since its launch, with exceptionally varied lifestyles,” said Automobili Lamborghini Chairman & CEO, Stefano Domenicali. “Nearly 80% of those customers – of whom around 10% are women – are new to the Lamborghini brand, enjoying the versatility of their Urus whether for business, family outings or of course, leisure time. The colours preferred by owners has varied enormously, with a strong mix of more understated choices as well as traditional sporty Lamborghini colors.
“The next step for the Urus, appealing to a broad client base looking to continue their adventures everywhere from the city to the sand dunes, from the countryside to ski resorts, is to extend our Super SUV’s features and customizability. Lamborghini’s Ad Personam program and Lamborghini colors are an integral aspect of our brand. The new options allow Urus owners to choose exteriors and interiors reflecting their personality, lifestyle, and their chosen adventures in the Urus,” he explained.
Besides more colours choices, the coming model year of the Urus will offer the richest level of standard equipment in terms of technology, safety and ADAS. Notable product improvements include an exclusive new key design and updated optional Parking Assistance Package, including state-of-the-art Intelligent Park Assist. This system allows the car to park itself by managing steering, throttle and brake for automatic parallel and perpendicular parking, at just the push of a button. Optional equipment includes a new premium Sensonum sound system, featuring a 730W amplifier and 17 speakers.