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Lamborghini Urus SUV Sales Are 'Terrific'

Lamborghini Urus SUV Sales Are 'Terrific'

According to Lamborghini’s CEO, sales of the new Urus SUV are “terrific.”

Late last year, Lamborghini did something that nobody expected: they unveiled a production model SUV. The news was met by gasps of astonishment from motor enthusiasts around the world. Lamborghini was one of the last stalwart holdouts, refusing to give in to the mass-wave of carmakers succumbing to the SUV craze. And now, they too had fallen.

In February 2018, the Lamborghini Urus appeared in showrooms around the world. In an interview with CNBC, Lamborghini CEO Stefano Domenicali says that sales of the new SUV are even better than the company ever hoped for.

"We were expecting a positive feedback from the customer, but not at the level we are receiving now," he said. "The reaction of the customer is really fantastic."

And why wouldn’t the response be fantastic? Even among performance SUVs, the Urus stands out. Not just for its Lamborghini-level good looks, but for its performance. Beneath that carbon fiber-polymer exterior lies the heart of a lion. Or a 4.0-L twin-turbo V8 engine, depending on the trim level you opt for.

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Urus
via Lamborghini

We recommend the 4.0-L engine, Lionhearts don’t get near as much horsepower.

Jokes aside, the engine output is extreme for an SUV at 641 hp. Zero to sixty is accomplished in 3.6 seconds on its way to a top speed of 190 mph.

Lamborghini swears the engine is all-new and not a redesigned version of the V8 found in an Audi RS, A8, or Bentley Continental, but the chassis is derived from existing models. Namely, the Audi Q7, Bentley Bentayga, Porsche Cayenne, and Volkswagen Touareg.

Among them, though, the Lamborghini stands out for being just a little bit insane. People like that, especially in a market that’s become flooded with SUVs.

Lamborghini will produce over 1000 Urus this year. Next year, of the 8000 cars Lamborghini will make, over half of them will be SUVs.

Domenicali also says that many Urus buyers are completely new to Lambos and are buying in countries with poor road conditions, like Russia, India, and parts of the US. And many of the new buyers are women.

But for many driving enthusiasts, Lamborghini is a brand all about low-slung, insane supercars, something the Urus definitely is not.

"This is a polarizing car, you either love it or you don't," Domenicali admitted. "For those that don't I say just drive it. When they are seated in this car, they discover something they were not expecting.

"This is a Lamborghini you can use every day," he said.

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