At Milan Design Week 2024, Lamborghini unveiled the ‘All Terrain’ Ad Personam series for the Huracán Sterrato in a dazzling display that redefined what a super sports car can be. This limited edition series, featuring 12 uniquely designed vehicles, brilliantly reflects the earth’s varied landscapes through sophisticated design and technological advancements.
Designer: Lamborghini’s Ad Personam studio + Centro Stile
Stephan Winkelmann, CEO of Lamborghini, highlighted the Sterrato’s dual nature at the event. He emphasized its capacity as both a performance vehicle and an adventurous explorer, capable of forging new paths with the same ease as it races down a track. The design of the Sterrato, a product of the collaborative genius of Lamborghini’s Ad Personam studio and Centro Stile, embodies this ethos. Each version of the car is painted in a matte camouflage scheme that corresponds to different environments: NEVE (snow), SABBIA (sand), BOSCO (green track), and TERRA (gravel), further accentuated by a matte black finish on the roof, bonnet, and lower body, accented with unique colors, 19” matte black forged rims, and custom caliper colors.
Inside, the Sterrato continues its thematic journey with dark chrome, carbon twill, and Alcantara finishes, enhanced with custom graphics and an Ad Personam plate that reflects the external livery. Mitja Borkert, Head of Design, shared, “The All-Terrain Sterrato is a true Lamborghini in its dynamic abilities and surprises by delivering the unexpected. It’s a joy to drive and ready for any adventure.”
The Milan presentation featured a dramatic stage display with a giant Trompe L’Oeil, created by an Italian artist, setting a perfect backdrop that echoed the power of nature and the promise of adventure.
I must admit, I’m quite envious that . In his review, Tim applauded the vehicle for its exceptional all-weather performance, dramatic styling, and the immersive sound of its 5.2-liter V10 engine. Though he pointed out some visibility issues and the absence of ‘Corsa mode,’ the Sterrato was praised for its robust performance across diverse conditions and its distinctive styling that builds on the legacy of the LM002.
He described the interior as maintaining Lamborghini’s luxurious standards with bespoke elements that cater to both comfort and style. The car’s raised suspension and specialized Bridgestone Dueler AT002 tires exemplify its readiness for rugged terrain, while the powerful V10 engine assures a thrilling drive wherever you may roam.
Milan Design Week certainly wouldn’t have felt complete without these gorgeous, beastly performance cars making their mark. And for those now compelled to own one, a quick note: the 12 cars in this special Ad Personam series are already sold out, highlighting the allure and exclusive appeal of the Lamborghini Huracán Sterrato.
The event concluded with the unveiling of the Huracán Sterrato, demonstrating Lamborghini’s commitment to innovating car design and performance and marking an exciting new chapter in its legacy, which continues to challenge automotive conventions by merging aesthetic elegance with superior engineering.
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