The Matador’s New Clothes
The modern world of car manufacturing leaves little room for bespoke supercar builders to be profitable which is why Lamborghini had the foresight to hatch a plan that would keep its hero models alive for the long term. The first step in creating the new Lamborghini is the Urus SUV.
The Supercar world has taken a permanent shift into a brave new era that may upset the diehard purist following the launch of the Lamborghini Urus SUV.
Not only is Urus the first five-seater from Lamborghini and its first mainstream SUV (if you discount the limited build, 1986 LM002), but it heralds a complete rebranding of the bull from Sant‘Agata as it plans to introduce hybrid and electric drivetrains in its quest to double global sales.
Consider Urus the development mule for Lamborghini’s step into its next phase where its supercars like the Huracan and Aventador will be hybrid and fully electric, while it is also the catalyst to increase its global dealer network from 130 to more than 160 by 2019.
“Without Urus, we would have been forced to have been more active on hybrid technology across our super sport models, so it has allowed us to invest in the new direction that we need to take later across our full range,” company CEO, Stefano Domenicali said. [To be continued...]
Times are a changing as they say and when word emerged of Lamborghini going down the SUV path, many laughed. Urus, the family sized, five-door off-roading Lamborghini is now reality and it’s exactly as you would have imagined.
At surface level Urus is another SUV, but underneath you’ll find that it’s the key to Lamborghini’s future not just as a model, but as a test bed for future technologies we’ll see emerge in their supercars of the future.
At surface level Urus is another SUV, but underneath you’ll find that it’s the key to Lamborghini’s future not just as a model, but as a test bed for future technologies we’ll see emerge in their supercars of the future. [To be continued...]