Lamborghini summer pop-ups follow buyers on vacation with hybrid test drives and Ad Personam displays across Italy, Spain, and Portugal.

Called Driven by Color, the seasonal program reaches Lake Garda, Sanremo, Forte dei Marmi, Cortina d’Ampezzo and Porto Cervo in Italy; Marbella, Costa Brava and Madrid in Spain; and Portugal’s Algarve. Lamborghini also identifies Bari’s La Marea a Pettolecchia as a presentation site. Visitors can examine the Revuelto, Urus SE and Temerario, then take dedicated test drives accompanied by specialists from the official dealer network.

The clever part isn’t simply putting expensive cars beside expensive hotels. Luxury vehicles are sold through atmosphere, access and personalization as much as horsepower. Lamborghini is bringing all four together in places already associated with the Mediterranean good life.

You may also enjoy: Lamborghini 2025 Deliveries Hit Record 10,747

You may also enjoy this video with Lamborghini:

Why Lamborghini Is Taking the Showroom on Vacation

A summer pop-up is a mobile showroom with better scenery and fewer fluorescent lights. More importantly, it reduces the distance between Lamborghini and people who may have the means to buy one but no immediate plan to visit a dealership.

The relaxed setting also changes the conversation. A beach-club visitor can encounter the cars casually, then move into a walkaround or test drive with a specialist. It feels less like a sales appointment and more like part of the holiday. It is still retail, but retail wearing very good sunglasses.

Each dealer selects an Ad Personam paint shade as the identity of its location. That color carries across furniture, graphics and décor, turning the pop-up into a demonstration of Lamborghini’s customization program. The surroundings do some explaining before a specialist says a word.

You may also enjoy: Ferrari Did It. AMG Did It. Lamborghini Didn’t.

Three Hybrid Lamborghinis, Three Different Jobs

The Revuelto is the technological flagship. Its 6.5-liter naturally aspirated V12 works with three electric motors to produce 1,015 CV. Lamborghini describes it as its first V12 High Performance Electrified Vehicle, a plug-in hybrid built to use electrification as a performance tool.

The Temerario takes a different route, pairing a new 4.0-liter twin-turbo V8 with three electric motors. Total output is 920 CV, and the combustion engine can reach 10,000 rpm. It replaces the familiar V10 formula with something more complex, but certainly not quieter in intent.

The Urus SE supplies the practical side of the display. Its 4.0-liter twin-turbo V8, electric motor and 25.9-kWh battery produce 800 CV and 950 Nm of torque. Together, the three models let Lamborghini demonstrate that hybrid technology is no longer a side project. It now stretches from the brand’s V12 flagship to its Super SUV.

You may also enjoy: 2026 Lamborghini Temerario vs. Ducati Panigale V4: Italy’s Most Unhinged Family Argument Hits the Drag Strip

Color Becomes Part of the Sales Pitch

Selected locations will feature specially configured Temerario models with Gessato Tweed inserts and other tailored details. The two announced interpretations are Celeste Fedra and Grigio Crater, the latter recently shown at the Goodwood Festival of Speed.

The Nikki Beach pop-up in Marbella will display the Celeste Fedra version exclusively. The Bari location will show both interpretations. Those details matter because Lamborghini is not merely presenting finished cars. It is introducing potential customers to the idea of commissioning one.

That may be the most important purpose of Driven by Color. Performance figures can be read online, but paint, fabric and craftsmanship work best in person. Lamborghini turns personalization into the attraction rather than the final page of an order form.

For most vacationers, the pop-ups will be spectacle. For a smaller group, they offer a convenient entrance into a test drive and perhaps an Ad Personam commission. Lamborghini has not provided one universal public schedule, so visitors should confirm dates and access with the relevant official dealer. The cars may be electrified, but the strategy is direct: go where the customers are.