With sport cars sales flagging, several of the European performance car companies branched out into the SUV market. At the forefront of this movement was Porsche. Since 2002, Porsche has enjoyed great success with its popular Cayenne SUV. Lamborghini took notice of the Cayenne’s success and announced plans to produce their SUV, the Lamborghini Urus starting in 2018.
Taking the Urus from Concept to Reality
“It’s going to change the landscape of the company,” said Alessandro Farmeschi, COO of Lamborghini during an interview with Business Insider.
Lamborghini unveiled the Urus for the first time as a concept car at the 2012 Beijing Auto Show. Since then, they have tweaked the design and made modifications to the engine. The actual production model will sport a new 4.0-liter twin-turbo V8 as opposed to Lamborghini’s traditional V10, originally included in the concept vehicle.
The Urus will be thrown into a SUV market already stiff with competition. It’s true that high-performance luxury SUVs remain in high-demand in the United States. However, American car manufacturers, such as Cadillac, currently dominate the market.
In addition to the Cadillac XT5 crossover, the Urus is forced to compete with Jaguar, Maserati, Bentley, and even Rolls-Royce who has announced plans for their SUV. The lone holdout is Ferrari, who denies any plans to jump in the pool.
Lamborghini Markets to a New Demographic
Though late to the party, the Urus is not the first of Lamborghini’s attempts to broaden their market base. The Huracán supercar, along with the Aventador hypercar, are non-traditional Lamborghinis designed to reach a different type of driver.
The Urus is not Lamborghini’s first SUV. In the late 1980’s, the company built its first 4-wheel model, the LM002. Designed to look and function as a military vehicle, the LM002 never really received the response that the company hoped to gain. In the end, only 328 of the cars made it through production.
The difference between the Urus and the LM002 boils down to styling. Even though the Urus qualifies as an SUV, the designers kept the sleek, powerful look of a Lamborghini sports car. It is one of the most aggressive looking daily drivers on the market.
Not only does it have the lines of a sports car, but it also drives like one. The Urus concept version topped 205 mph making it the world’s fastest SUV.
The Urus Comes as a Hybrid
For eco-conscious consumers, Lamborghini plans to offer a version of the Urus as a hybrid. They will build the hybrid using VW Group’s MLB-Evo platform.
While the Lamborghini Urus is a step into new territory for the company, there is hope that it will take the company in a new direction. Demand is high for luxury performance SUVs and Lamborghini hopes to grab their slice of the pie with the Urus.