Lamborghini: Not Stopping With An SUV

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Lamborghini is making an attempt out a brand new slogan. “We’re not supercars. We’re Lamborghini”

Wait. What?

That assertion, on the duvet of the corporate’s new gross sales brochure, sounds contradictory. If any firm is supercars, it must be Lamborghini, proper? The Italian ultra-luxury automaker just about invented the trendy supercar, with well-known automobiles just like the Lamborghini Miura and Countach within the 1960s and ’70s.

However now they’re Tremendous SUVs, too.

Proper under that loopy assertion on the brochure is an image of the Lamborghini Urus SUV, a high-riding, four-door automobile that simply went into manufacturing on a model new meeting line at Lamborghini’s Italian headquarters. Lamborghini is billing it as one thing totally new, the world’s first “Tremendous SUV.” (The Urus is definitely Lamborghini’s second SUV mannequin. There was solely a restricted run of its first, the LM002, within the late 1980s.)

Lamborghini calls the brand new Urus the primary “Tremendous SUV.”

And the Lamborghini model could have some extra room to develop, mentioned CEO Stefano Domenicali. An SUV is a giant stretch for a model with Lamborghini’s picture, however he mentioned there may very well be different surprising merchandise in Lamborghini’s future.

Requested if Lamborghini is content material to cease with simply the SUV, Domenicali hinted that there is extra to return in years forward, however would not share any specifics.

Lamborghini is following the trail pioneered by its sister model Porsche. (Each are a part of Germany’s Volkswagen Group (VLKAF).) Porsche efficiently launched an SUV in 2002, one thing that many purists decried as a form of sacrilege. In the long term, Porsche’s picture as a maker of top-flight sports activities automobiles suffered no lasting harm, whereas its stability sheet benefited enormously. Porsche has identified that income from the Cayenne SUV have allowed Porsche to spend extra on the event of its sports activities automobiles.

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Just like the Porsche Cayenne, the Lamborghini Urus, in accordance with early evaluations, has the efficiency capabilities to credibly carry the Lamborghini emblem. Lamborghini expects the brand new mannequin to double the model’s gross sales. In Lamborghini’s case, which means it is going to promote a complete of over 7,000 automobiles a 12 months. It additionally means bringing in lots of new prospects who would by no means have thought of proudly owning a Lamborghini earlier than.

Porsche adopted the Cayenne with the Panamera four-door automobile and, later, the smaller Macan SUV.

Lamborghini needed the Urus driving expertise to be as related as doable to driving one in all its sports activities automobiles.

A four-door Lamborghini automobile has been thought of prior to now, such when the corporate unveiled the Estoque in 2008. That concept by no means went anyplace on the time however, maybe, it may discover its place sooner or later.

New physique kinds will not be the one change. There might be new energy sources to drive the corporate’s well-known sports activities automobiles. Late final 12 months, Lamborghini confirmed off an electrical sports activities automobile idea it created with the assistance of MIT scientists.

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