Lambo wants to protect the brand’s exclusivity

The Lamborghini Urus has been a resounding success for Lamborghini, so much so that the company would be forgiven if it’s suddenly getting a little trigger-happy in following that up with a smaller SUV. Porsche did it with the Macan. Bentley is reportedly doing it with the Bentayga. What’s stopping Lamborghini? As it turns out, Lamborghini is stopping Lamborghini. The Italian automaker has no plans to add another SUV to complement the Urus, saying that it would rather keep the brand’s exclusivity than capitalizing on the Urus’ success.

Don't Expect a Smaller Lamborghini SUV to Join the Urus Exterior Wallpaper quality
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The Italian automaker believes that the Urus already occupies a sweet spot in the lineup, and doing anything to disrupt that wouldn’t be in the company’s best interests.

Lamborghini Chief Technical Officer Maurizio Reggiani made the proclamation in a conversation with Drive at the Urus’ international media launch in Rome, Italy. According to Reggiani, the Italian automaker believes that the Urus already occupies a sweet spot in the lineup, and doing anything to disrupt that wouldn’t be in the company’s best interests.

“At the end, it is all about brand positioning, and you can go too far down and dilute the position that we are the pinnacle of the car business,” he said.

There’s a point to be made in Reggiani’s comments because Lamborghini isn’t in the same position as Porsche. The latter is far more mainstream in its volume, and having a complement to the Cayenne SUV makes a lot of sense given its position in the industry. Bentley’s reported interest in a smaller Bentayga is a little more curious, but if it thinks it’s going to be a big sales hit, then it should at least look into the possibility of building one.

Don't Expect a Smaller Lamborghini SUV to Join the Urus Exterior Wallpaper quality
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A smaller crossover to slot below the Urus may sound interesting, but it’s not something that Lamborghini is considering given that it already went on a limb with the Urus itself.

Lambo, though, isn’t interested in any of that. It’s perfectly fine having the Urus — and only the Urus — as its SUV, and instead of growing vertically by expanding into different crossovers and SUV models, it’s going to do so horizontally in the form of different versions of the SUV.

It’s not a bad plan because Lamborghini is one of the few automakers in the world that legitimately has to worry about diluting its brand for the sake of beefing up its sales volume. At some point, stretching itself too thin is going to run counter to its identity. A smaller crossover to slot below the Urus may sound interesting, but it’s not something that Lamborghini is considering given that it already went on a limb with the Urus itself.

Then again, never say never. Lamborghini did say in the past that it had no plans of building an SUV. Look how that turned out.

References

Don't Expect a Smaller Lamborghini SUV to Join the Urus Exterior Wallpaper quality
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Read our full review on the 2019 Lamborghini Urus.

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Read more Lamborghini news.

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