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REVEALED: Lamborghini’s Super SUV

By Chido Dhliwayo

A Lamborghini SUV? Yes, you read that right. At the 2012 Beijing Motor Show, Automobili Lamborghini presented the Urus Concept SUV– “the ultimate super athlete” in the SUV segment. With the Urus concept car, Lamborghini is completely redefining the SUV category. The Urus combines unique design, a fascinating interior and outstanding performance with versatility and everyday usability.

We’re not so big on horsepower, per se, but 600 hp sounds like a pretty impressive number.  Plus, with Lamborghini’s excellent know-how in the field of lightweight design technologies, that much engine power guarantees breathtaking dynamics (i.e. amazing speed). At the same time, the Urus will offer the lowest CO2 footprint of other comparable vehicles.

As an SUV concept with four generous seats, a versatile luggage compartment, adjustable ground clearance and, of course, permanent all-wheel drive, the Urus delivers unique driving fun with virtually no limitations. The interior, too, matches the standards of this super athlete with innovative materials featuring carbon fiber technology.

The luxury SUV segment has done some big business of late and promises continued strong growth (see the Bentley SUV yet? You should!). The Urus means that a Lamborghini can now be used by a household as its primary car. This expands the brand’s customer base enormously– appealing to families and to the drivers of Lamborghini super sports cars who have thus far purchased SUVs from other car brands. Target markets are primarily the USA, the United Kingdom, Germany, Russia, the Middle East and China. The annual production volume could conceivably be around 3,000 vehicles.

“The Urus is a very concrete idea for the future of Lamborghini– as a third model line and as the perfect complement to our super sports cars,” says Stephan Winkelmann, President and CEO of Automobili Lamborghini. “SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide. The Urus is the most extreme interpretation of the SUV idea; it is the Lamborghini of the SUVs.”

Yeah, and it’ll also look good pulling up to the curb to take my girls out on the town!


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