How a luxury SUV became Lamborghini's fastest-selling model in record time
In short: The Lamborghini Urus represents a radical shift for the Italian marque. Moving from exotic V12 supercars to a high-performance SUV, this vehicle has achieved massive sales milestones and technical feats, including becoming the world's fastest production SUV with the hybrid SE variant.
Introduced in December 2017 as a 2018 model year vehicle, the Urus is the first five-door model produced under Volkswagen's ownership. It marks only the second SUV in Lamborghini's history, following the LM002 produced between 1986 and 1993. Although the concept used a 5.2-litre V10, the final version adopted an Audi-derived 4.0-litre twin-turbocharged V8. The model's name is inspired by the aurochs, which is the ancestor of modern domestic cattle. This nameplate was originally trademarked before the brand introduced the Estoque at the 2008 Paris Motor Show.
The vehicle's performance is driven by advanced engineering, such as the extensive use of carbon fibre reinforced polymer, which keeps its weight under 2,200 kg. This makes it significantly lighter than competitors like the Bentley Bentayga or Rolls-Royce Cullinan. Unveiled during April 2024, the Urus SE pairs its V8 with an electric motor in a plug-in hybrid setup to hit 312 km/h (194 mph). The SUV's exterior design was heavily influenced by the company's flagship V12 model, the Aventador. To enhance off-road capability, an optional package provides modified bumpers and increased ground clearance.
Sales for the Urus grew quickly, surpassing 10,000 units by July 2020 and doubling that figure to 20,000 in 2022. This pace made it the company's best-selling model in the shortest time. However, the rapid rise has faced hurdles, including a 2020 recall of 2,831 units due to fire risks and a 2024 recall of 2,133 units involving hood latch striker rivets. The vehicle features various driving modes, including Strada, Sport, Corsa, Terra, Sabbia, and Neve. Additionally, the hybrid architecture helps reduce regulated tailpipe emissions by as much as 80 per cent.
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Sources
- Summary by Intellect · source: Lamborghini Urus
- Also: Wikidata — Lamborghini Urus · CC0
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