#NAIAS: Lamborghini Expects Urus SUV To Double Brand Sales

A pavement-hugging Lamborghini Huracán is not the best vehicle for driving through the Alps for a weekend ski trip, nor is a low-slung Aventador suited for climbing a sand dune.

Enter the Lamborghini Urus, unveiled here during the North American International Auto Show, and billed as the world’s fastest SUV, capable of a sprint to 62 mph (100 km/h) in 3.6 seconds, yet well suited for treacherous terrain, with room for up to five people and three sets of golf clubs.

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TomM - 1/16/2018 2:43:22 PM

+2 Boost

This is another 4x4 sedan - it is NOT an SUV or CUV. Audi and Mercedes (Et al) have been offering all wheel and four wheel drive systems in their cars for years - and in some cases only sell that variant of some models here. I do not see where this is a game changer of that magnitude. OH - it WILL sell - though.

mre30 - 1/16/2018 5:56:02 PM

+2 Boost

Not to be juvenile, but every time I see the name "Urus" in print, I think of all the laughs we got in junior high school astronomy when we said to each other "..I can see Uranus" (cue hysterical laughter of 20, 12-year old boys).

Just like I christened the Bentayga the "Bentouareg" or the "Bentiguan"; I hereby christen the Lamborghini Urus and the Lamborghini "Uranus".

Apologies again, but I am taken back to middle school by this questionable name for a $200,000 luxo-SUV.

What were they thinking?

CANADIANCOMMENTS - 1/16/2018 9:02:47 PM

+1 Boost

The question now is will they follow Porche, Audi and VW and make a mini Urus.

PUGPROUD - 1/17/2018 3:39:23 AM

+2 Boost

Yes CANADIANCOMMENTS they will introduce a smaller SUV (likely to be called Uranus, sorry I could not resist)once the market for Uruses settles down and stops growing. Noting that Macan now accounts for 40% of Porsche's total sales Lambo will succumb to the siren's copycat song of growth. Its all about the money and keeping up.

MDarringer - 1/17/2018 8:00:42 AM

+1 Boost

Doubling Lamborghini's output sounds impressive, but given how low their volume is, doubling does not exactly represent a massive amount of cars. I think they need to badge engineer a Tiguan to go with their ugly makeover of the the Touareg.

mre30 - 1/17/2018 10:27:19 AM

+1 Boost

Lambo should go the full monty and launch a "grand-touring-coupe" to court the 'gold-chain' set and cannibalize the Bentley Continental and/or Porsche Panamera.

Heck, if the Bentayga and the Cayenne are being cannibalized by the Urus/Uranus, why not pick off some more VW group customers from a sister brand's product line?

This is a flawed strategy.

CANADIANCOMMENTS - 1/18/2018 8:41:21 PM

+1 Boost

@MD They really need to make the Estoque sedan. They nailed it with the concept and just need to bring it to market as soon as they can. It will be a very high-profit vehicle if they can borrow a platform. Hopefully, the concept was done with this in mind. It won't sell in huge numbers but that is ok, that is not what Lamborghini is about.