The new Lamborghini Urus may be the first five-seater from Lamborghini and its first SUV since the limited build LM002 of 1986, but it marks a complete rebranding of the company as it plans to introduce hybrid and electric drivetrains 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. “We are now competing in a segment that is represented by all the manufacturers, not just our traditional rivals. Our next step is hybridization, though we want to continue with the internal combustion engines we currently have on our super sportscars,” he added. Featuring two Huracan seats in the rear or with the option of a family-friendly bench making it a true five-seater, Urus starts at $390,000 and sits on the same platform as the Bentley Bentayga.
With a Plug-in Hybrid Electric Vehicle (PHEV) alternative coming later, the launch powertrain is closer to Lamborghini’s performance heritage with 650hp from a 4-litre, twin-turbocharged V8 that’s good to get it to 100kmh in 3.6 seconds and onto a top speed of 305kmh. “It had to be the most powerful SUV and with 650bhp it means it’s also the only SUV capable of exceeding 300kmh. The Gallardo had a 0-100kmh time that is higher than the Urus,” Chief Engineer, Maurizio Reggiani said.
Riding on standard 21 and optional 23-inch rims with bespoke Pirelli P-Zero tyres, Urus has a dramatic presence on the street. With a doubling of its volume from 3500 to 7000 cars per annum and an extensive factory expansion, Lamborghini is rebranding its dealer network to give the company a fresh face in order to win over new customers. “Our current customers are passionate about Lamborghini but we also need to meet the expectations of those who have not owned a super sports car before,” Finance Director, Federico Foscini said. “We need to face the people who will use this car every day and not just on weekends, so we’ll need to expand our support and service network. We are launching a fresh corporate identity to show what will be a complete new dimension for Lamborghini,” he added.
Engine: 4.0-litre, twin turbo V8
Transmission: eight-speed automatic
Power: 650hp at 6000rpm
Torque: 850Nm at 2250rpm
0-100kmh: 3.6 seconds
Top speed: 305kmh
Price: €331,000 / $390,000
By Damien Reid