Lamborghini Vancouver: the showroom that transforms the dealership into a luxury experience

Lamborghini Vancouver: What does the new showroom actually change?

Lamborghini Vancouver is expanding. In September 2025, the Italian brand will unveil a completely redesigned dealership at 1720 West 2nd Avenue, in the heart of Vancouver's upscale automotive district. The project adds approximately 5,550 square feet(nearly 516 m²) to the existing footprint. The site can now display nine cars, features six service bays, an additional floor, and, most notably, a Ad Personam dedicated to bespoke configurations.

But the additional square footage is ultimately just the tip of the iceberg. In Vancouver, Lamborghini is demonstrating how the ultra-premium car dealership is changing its function. It's no longer simply a place where you display a car, sign an order form, and then pick up the keys a few months later. It's becoming a space for experience, personalization, and loyalty building, designed to extend the brand's value far beyond the product itself.

This development comes at a time when Lamborghini is posting historic financial performances: 10,747 cars delivered in 2025, 3.20 billion euros in revenue and, above all, 94% of vehicles delivered customized on at least one element.

The showroom then becomes much more than a shop window. It becomes a machine for creating emotional value.

The press release for Vancouver provides several very specific details. The dealership is located at 1720 West 2nd Avenue, in what Lamborghini describes as Vancouver's luxury automotive district. Its floor space has been expanded by approximately 5,550 square feet. The new layout includes:

• a showroom capable of accommodating nine vehicles ;
• six bays dedicated to after-sales service ;
• a complete second floor;
• a renovated Ad Personam room ;
• new technologies designed for the showroom experience.

Lamborghini, however, does not provide details in its press release regarding potential 3D screens, specific sound systems, or interactive lighting installations. Therefore, caution is advised.

What has been documented is already quite interesting: personalization and service are becoming as important as thedisplay of the cars. This is precisely the sign of a car retail sector that is gradually moving closer to the codes of luxury brands.

Nine Lamborghinis on display: when space becomes scenography

Being able to display up to nine vehicles simultaneously gives the showroom a new function. A Lamborghini is an object particularly dependent on its visual environment. Extremely low height. Taut surfaces. Air intakes. Y-shaped lighting signatures. Carbon fiber. Paintwork. Proportions. These elements are difficult to perceive on a screen with the same intensity as when the customer can walk around the car.

In the world of luxury cars, empty space also has value. The more space the cars have to breathe, the more their lines, materials, and differences in configuration can be observed. The showroom then ceases to function as a high-end covered parking lot. It becomes an automotive gallery.

This evolution is similar to that observed across the entire premium retail sector: the flagship store is gradually becoming an experience laboratory, where the architecture serves the customer relationship as much as the product.

Revuelto, Temerario and Urus SE: the new face of Lamborghini all in one place

At the inauguration, Lamborghini presented its new electrified range in Vancouver : Revuelto, Temerario and Urus SE . The choice has symbolic significance.

The brand is entering a period of profound evolution in its mechanical identity. The V12 engine still exists in the Revelto, but it now works in conjunction with electric motors. The Temerario combines a twin-turbo V8 with a hybrid architecture. The Urus SE brings this transformation to the SUV.

Lamborghini announced its Direzione Cor Tauri roadmap as early as May 2021 , aiming to electrify its entire range before developing its first fully electric model. The Vancouver showroom thus embodies this transition.

What the customer physically discovers is no longer the old Lamborghini that radically opposed internal combustion engine and electrification. It is a Lamborghini that seeks to makehigh-performance hybridization a new language.

Retail must support the technological transformation

This evolution has a direct consequence for the distribution network. The more technologically sophisticated a car becomes, the more the salesperson must become an educator. The conversation is no longer just about power, color, upholstery, and price. It must also include hybrid architecture, electric range, charging, energy management, digital interfaces, and new driving modes.

The showroom thus also becomes a place for explanation. This is particularly important in the ultra-luxury sector. A client who invests several hundred thousand euros doesn't just expect a technical specification sheet. They expect technological complexity to be made simple, desirable, and understandable.

This is where luxury can make a difference: transforming a difficult-to-understand technology into an intuitive experience.

Ad Personam: the true economic heart of the showroom?

Perhaps the most strategic space in Lamborghini Vancouver isn't the one housing nine cars. It's probably the Ad Personam.

This program allows customers to personalize their Lamborghini from a very wide choice of colors, finishes, leathers, technical materials and specific details.

Lamborghini describes its Ad Personam experience as a process blending physical materials and digital technologies. The customer can touch the materials, compare different finishes, and visualize their configuration in real time with the help of a specialist. This is where the automobile directly intersects with traditional luxury. The customer no longer simply selects "options." They design an object.

Over 400 colors: configuration becomes creation

In April 2026, Lamborghini announced it would offer over 400 exterior colors in its personalization program. Some finishes are extremely sophisticated: colors that change with the light, multi-layered paints, crystallized effects, gradients, specific liveries, premium leathers, Corsatex, carbon fiber, and stitching.

The value of Ad Personam lies less in the sheer quantity of possibilities than in what they enable: reducing the likelihood of two cars having exactly the same presence. In a market where multiple customers can buy the same model, personalization restores scarcity on an individual level. It's a truly luxurious mechanism.

94% of Lamborghinis delivered in 2025 were customized

The figures show that this demand is not marginal. Lamborghini indicated in March 2026 that 94% of the cars delivered during the 2025 financial year had received at least one personalized element.

The brand explicitly describes Ad Personam as a central lever for value creation that has contributed to its record revenue. In May 2026, on the occasion of the program's twentieth anniversary, Lamborghini even mentioned that 96% of the cars leaving the factory had at least one personalized element.

This information completely transforms the perception of the Vancouver showroom. The configuration room is not a VIP lounge added to beautify the dealership. It is central to the business model.

Personalization potentially increases the order amount, but above all it fulfills another function: it intensifies the customer's attachment to their car even before it is manufactured.

Buying a Lamborghini starts well before delivery

In April 2026, Lamborghini detailed what it calls its Customer Journey. The Ad Personam configuration is one of its first major steps.

After placing their order, the customer can follow their car's journey through the Lamborghini Unica app. Some owners then visit the Sant'Agata Bolognese factory and the production facilities. Finally comes the delivery, which can itself be staged like a true theatrical premiere with the La Prima program.

Lamborghini indicates that the average wait between order and delivery can be around a year and a half. In many industries, such a long wait would simply be considered a problem. In the luxury sector, however, it can also become an opportunity for building relationships, provided it is actively engaged. The showroom, therefore, constitutes the first chapter of an experience destined to last well beyond the signing of the contract.

Vancouver, a strategic market for Lamborghini

Lamborghini also justifies this investment by the nature of the local market. Stephan Winkelmann, Chairman and CEO ofAutomobili Lamborghini, presents Vancouver as an area with a high concentration of very high-net-worth clients and highlights the growth of the Canadian market for luxury sports cars and SUVs.

It's important to maintain this nuance. This is an assessment expressed by Lamborghini; the press release doesn't provide any independent ranking demonstrating that Vancouver literally has the highest concentration of Ultra High Net Worth Individuals in Canada. The verifiable element is rather Lamborghini's strategic choice:

Investing further in this concession implies that the brand considers British Columbia a large enough market to justify a more ambitious retail experience.

America remains essential for Lamborghini

At the time of the showroom announcement, Lamborghini had just finished the first half of 2025 with 5,681 cars delivered worldwide, including 1,732 in the Americas. For the whole of 2025, the brand will ultimately set a new world record with 10,747 cars delivered. The figure is interesting because it illustrates the paradox of automotive luxury. Lamborghini is growing.

But it must simultaneously retain a sense of rarity. Personalization provides part of the answer.

A brand can produce over 10,000 vehicles and still offer highly personalized cars if each customer has enough freedom to create their own configuration. Luxury then no longer relies solely on quantitative scarcity. It relies on personal scarcity.

€3.20 billion in revenue by 2025

This strategy also has a financial dimension. Lamborghini is closing out 2025 with:

• 10,747 cars delivered ;
• €3.20 billion in revenue ;
• €768 million operating profit ;
• an operating margin of 24 %.

The manufacturer is presenting itself on this occasion as one of the most profitable players in the global luxury goods sector. This reference to luxury is significant. Lamborghini is no longer comparing itself solely to other car manufacturers. Its economics rely on several mechanisms familiar to premium brands:

rarity, high price, personalization, heritage, desirability, customer relationship and strong symbolic value.

The Vancouver showroom should therefore be viewed from this perspective. It is a luxury boutique whose main product has four wheels.

First half of 2026: fewer cars, more revenue

The results published on July 29, 2026 make this analysis even more interesting. For the first six months of the year:

• Lamborghini delivers 5,422 cars, or -4.6%;
• Revenue reached €1.74 billion, an increase of 7.4%.

The brand emphasizes that it achieved this performance while its market segment declined by 7.7%. The contrast is striking.

Fewer cars delivered, but more revenue.

Product mix, personalization, pricing, and perceived value are therefore becoming increasingly important. This is precisely the context in which a more ambitious Ad Personam space becomes strategic.

The physical showroom remains essential in the age of the online configurator

This might seem paradoxical. Cars can now be explored on smartphones. High-definition configurators. Video. Augmented reality. Lamborghini specifically refers to a "phygital" for its Ad Personam program: the digital facilitates visualization, while the physical maintains the sensory connection with the vehicle.

The future of the showroom is therefore probably neither entirely physical nor entirely digital. It lies in their combination.

The configurator does not replace the advisor

This is a fundamental distinction in the luxury sector. Technology allows for a greater range of possibilities. But greater possibilities also create greater uncertainty. When hundreds of colors, materials, and combinations become available, the customer can quickly find themselves overwhelmed by a sense of choice.

The advisor's role then changes. They are no longer solely a salesperson. They become a curator. Their expertise lies in understanding the client's intention, building coherence, and sometimes advising against a particular combination. In the luxury sector, service isn't always about saying yes.

It consists of making the choice fairer.

Vancouver illustrates the shift from concession to "brand destination"

This transformation is already noticeable in other automotive segments.

Luxe Daily notably analyzed this approach with Alpine and its transformation of the showroom into a destination blending automobiles, gastronomy, and Formula 1.Lamborghini adopts a different version of this logic. The Vancouver location remains primarily focused on product, customization, and service. It doesn't necessarily aim to become a restaurant or a cultural gallery.

But it shares the same fundamental principle:

a premium point of sale can no longer be solely transactional.

Its mission is also to produce an experience rich enough to justify the trip.

Automotive design is becoming a cultural asset

Lamborghini has a considerable advantage in this regard: its cars are already particularly powerful visual objects. Moreover, the brand is increasingly leveraging this asset beyond traditional automobiles.

The Balenciaga x Lamborghini collaboration demonstrates how the Knight— or rather, the Bull of Sant'Agata— can now move seamlessly between automobiles, fashion, and contemporary culture. This expansion only works if the original identity remains sufficiently strong. A Lamborghini must remain instantly recognizable.

And that is precisely what the showroom can demonstrate: design, materials, colors and proportions are placed in an environment where they themselves become a form of spectacle.

Car customization and haute couture follow a similar logic

The comparison with fashion also has its limits, but it remains useful. A Lamborghini Ad Personam is obviously not a haute couture dress. The industrial constraints, homologations, safety requirements, and manufacturing processes are radically different. Yet, the relationship with the customer shares certain similarities: choosing, adjusting, individualizing, and transforming an existing model into a more personal object. Contemporary luxury particularly favors this shift from a standardized product to a unique one. Lamborghini understood that personalization should therefore not be hidden in a list of options at the end of the configurator. It deserves its own architectural space.

Ad Personam celebrates its 20th anniversary in 2026

This strategy now has a long enough history that it's no longer considered a trend. The Ad Personam program was launched in 2006.In 2016, Lamborghini inaugurated a dedicated studio at its Sant'Agata Bolognese factory. In 2020, the Virtual Studio extended the concept remotely. In 2023, the Italian space doubled in size, expanding from 90 to 180 square meters. And in 2026, Lamborghini celebrated twenty years of personalization with over 400 available colors and Ad Personam now available for almost all its cars. The renovated Vancouver studio is therefore part of a structured global strategy.

Sustainability: beware of shortcuts surrounding the new showroom

The initial text mentioned responsible materials and specific energy-efficiency features integrated into the renovation. These elements are not documented in the official sources consulted on Lamborghini Vancouver. They should therefore not be presented as confirmed characteristics of the building. The documented environmental dimension lies elsewhere: in the Direzione Cor Tauri strategy and in the hybrid range presented at the inauguration.

This distinction is crucial. A showroom featuring hybrid cars is not automatically a sustainable building. Similarly, the electrification of a vehicle does not define its overall environmental impact.

The automotive transition must be viewed across its entire lifecycle

In July 2026, ADEME (the French Agency for Ecological Transition) rightly pointed out that the environmental impact of a car must be assessed across its entire life cycle : manufacturing, use, and end-of-life. The agency specifically highlighted the weight of batteries during the production phase of electric vehicles. For Lamborghini, the stakes are particularly high.

Performance, power, dimensions, and materials remain central to its identity. The environmental transition, therefore, is not simply about adding an electric motor. It requires the brand to work simultaneously on technology, emissions, materials, industrial energy, longevity, and performance.

The challenge is precisely to make progress without removing from the product the emotional dimension that justifies its existence.

Luxury automobiles are entering the era of total experience

The Vancouver showroom ultimately reveals a broader transformation of the sector. Previously, the product held the bulk of the value.

Today, the customer also judges:

• the discovery of the brand;
• making an appointment;
• the reception;
• the configuration;
• the council;
• digital;
• the wait before delivery;
• the handing over of the keys;
• the interview;
• the events;
• the community;
• the potential resale.

The car is now just a huge element of a longer ownership experience

Luxe Daily analyzes this evolution in its report on the automobile becoming a premium media : in ultra-luxury, the object must now produce stories, experiences and points of contact long after its purchase.

Lamborghini Vancouver: a dealership designed as a workshop of desire

With its expansion, Lamborghini Vancouver isn't inventing a spectacular new format. It's doing something more structuring. It's giving more space to the three functions that are gradually determining the value of luxury car retail: displaying, personalizing, and accompanying.

The nine cars generate desire. The Ad Personam room transforms this desire into a personal project. The six service bays then extend the relationship after delivery.

This continuity is the true luxury. Not an additional screen. Not spectacular lighting. Not even 5,550 more square feet.

But the feeling that every step of the journey has been designed with the same level of attention as the car itself.

FAQ: Everything you need to know about Lamborghini Vancouver

Where is Lamborghini Vancouver located?

The official showroom is located at 1720 West 2nd Avenue in Vancouver, British Columbia, in the city's upscale automotive district.

When was the Lamborghini Vancouver showroom renovated?

Automobili Lamborghini has officially announced the opening of the redesigned showroom on September 19, 2025, following an inauguration ceremony attended by, among others, Stephan Winkelmann, Federico Foschini and Andrea Baldi.

By how much has Lamborghini Vancouver been enlarged?

The establishment gained approximately 5,550 square feet, or roughly 516 square meters additional.

How many Lamborghinis can be displayed in the showroom?

The new space can accommodate up to nine vehicles on display.

How many service bays does Lamborghini Vancouver have?

The dealership now has six service bays, significantly strengthening the site's after-sales capacity.

What is Lamborghini Ad Personam?

Ad Personam is Lamborghini's personalization program. It allows customers to select from numerous colors, materials, finishes, interior details and liveries to create an individualized configuration.

How many colors does Lamborghini offer?

Lamborghini indicated in 2026 that it would offer more than 400 exterior colors in its Ad Personam universe.

What percentage of Lamborghinis are customized?

In 2025, 94% of cars delivered included at least one personalized element. Lamborghini indicated in May 2026 that the proportion had now reached 96% of cars leaving the factory.

Which models were on display at the opening of Lamborghini Vancouver?

The inauguration brought together the Revuelto, the Temerario and theUrus SE, illustrating the brand's hybrid range.

Is the new Lamborghini Vancouver showroom eco-friendly?

The official sources consulted do not provide sufficient information to confirm that the renovation specifically uses responsible materials or particular energy-efficient systems. The officially emphasized environmental dimension primarily concerns Lamborghini's Direzione Cor Tauri hybridization strategy

Official French sources

1. Directorate General for Enterprises – Portrait of the automotive sector in its transition to electric, October 2024. The DGE analyzes the changes in the automotive value chain, electric technologies and the industrial transformation of the sector.
2. Ministry of Ecological Transition – National Low Carbon Strategy 3, 2026. The document specifies the French trajectory for decarbonizing transport and the expected role of electrification of the vehicle fleet.
3. ADEME – “Is the electric car more polluting than the combustion engine car?”, July 2026. The agency reminds us that the environmental impact of a car must be analyzed over its entire life cycle, from its manufacture to its end of life.

Lamborghini primary sources

• Automobili Lamborghini – September 19, 2025: Announcement of redesigned Vancouver showroom, 5,550 sq ft extension, nine vehicles, six service bays and Ad Personam space.
• Automobili Lamborghini – March 19, 2026: 2025 financial results, record of 10,747 cars delivered and weight of Ad Personam personalization.
• Automobili Lamborghini – April 9, 2026: Official presentation of the Customer Journey, from personalization to delivery.
• Automobili Lamborghini – July 29, 2026: results for the first half of 2026, with €1.74 billion in revenue and 5,422 cars delivered.