Urus Sells So Well It Could Make Lamborghini Conventional

Lamborghini sold 4,553 cars in the first six months of this year. To put this number into perspective, let me tell you that in all of 2018 Lamborghini sold just 5,750 vehicles in total. According to Lamborghini officials, the company expects to sell 8,000 cars this year. How it comes that Lambo made such an incredible growth this year?

Well, they have the Urus, which found way to 2,693 customers in the first six months of this year (plus 1,211 units of the Huracan, and 649 units of the Aventador). Interestingly enough, 70 percent of Urus buyers are new to the brand! So, what is the problem then? Lambo CEO painted the picture a bit.

"We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," Lamborghini CEO Stefano Domenicali said at the new Paint Shop inauguration at St. Agata.

"The 2019 sales level is the right dimension of our company with our current product portfolio," he added.

With a massive market for the Urus, Lamborghini could lose exclusivity and emerge into a segment of conventional vehicles. That’s something Lambo cannot do. Or is it?

Lamborghini Will Cap Production To Remain In The Special Niche Exempt From All Emission Regulations

2019 Lamborghini Urus Exterior Wallpaper quality
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Entering a whole new market proved to be a golden move for Lamborghini. However, a prompt influx of people who value exclusivity and convenience over the performance and radicalism of Lamborghini cars can definitely hurt the brand. That is part of the reason why Lamborghini has to limit the production capacity at less than 10k per year.

Domenicali did say that the company can increase its sales to 10,000 units with the introduction of the fourth model. However, Lamborghini is still far from the introduction of the all-new car.

The other, more plausible reason to cap the production to 10,000 units per year is this:

"In order to allow independent small volume manufacturers with worldwide annual production of less than 10,000 units to adapt to the RDE procedure, they should be provided extra time to fully meet the NTE limits. However, it is appropriate to require them to monitor the NOx emissions during that period." To clarify, the NTE means "not to exceed“.

Lamborghini Is Successful as Hell, and That's Actually a Problem Exterior Drivetrain
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This is European Union Commission regulation that somewhat exempt producers that manufacture less than 10,000 cars per year from some emission regulations.

Ferrari was in the same sauce a couple of years ago when Montezemolo wanted to cap production to 7,000 units. Then, Marchione raised the limit to some 9,000 units, while, with the imminent introduction of the Purosangue SUV, Ferrari plans to produce more than 10,000 vehicles per year. To meet the emission regulations for the manufacturers that produce more than 10,000 units per year, Ferrari had to introduce the SF90 Stradale. Doing so, the company lowered the average emissions and prepared the market for the introduction of the Purosanue hybrid. Actually, I told you this a few days ago when I wrote about the Porsche GT division within Porsche. It is the same story with the Lamborghini. The company will have to find a way to reach new customers while, at the same time, lowering emissions. The problem is that Lamborghini customers "arent yet interested in electric cars or hybrids.“

That is precisely what Domenicali said when asked about electrification of the Lamborghini cars.

Lamborghini Is Successful as Hell, and That's Actually a Problem High Resolution Exterior
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Lamborghini, of course, tries to hide the fact about emission regulations it has to follow with the story about "exclusivity“ and all that jazz. See, I have a theory that Lamborghini would sell a million cars per year if it could. The main reason for the so-called concern about "exclusivity" is a sort of marketing ploy. If Lamborghini produced tens of thousands of vehicles per year, it would have to introduce several extraordinary hybrids and electric cars that would further lower the average emissions within the company. That is not going to happen, of course.

Conclusion

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Regardless of the real reason for capping the production to less than 10,000 units per year (production capacity is one of the issues too), Lamborghini still has a lot to offer. After all, the company that is under Volkswagen Group and plays the game of extremes. Its Aventador SVJ is one of the most hardcore automobiles available today with a naturally aspirated V-12 that develops 759 horsepower and 531 pound-feet of torque for insane 0-60 mph acceleration in 2.9 seconds at a price of $500,000.

The other extreme is the Lamborghini Huracan Performante. It is a car that managed to lap the Nurburgring in 6 minutes and 52.01 seconds. That is a godly result in terms of production vehicles. Its ALA aerodynamic system, 631 horsepower, and superquick transmission, coupled with less weight crafted a car as quick to 60 mph as the Aventador SVJ.

Lamborghini Aventador SVJ & Lamborghini Huracan Performante specifications
Lamborghini Aventador SVJ Lamborghini Huracan Performante
Engine 6.5-liter V-12 5.2-liter V-10
Horsepower 770 HP @ 8,500 RPM 640 HP @ 8,000 RPM
Torque 531 LB-FT @ 6,750 RPM 442 LB-FT @ 6,500 RPM
Transmission 7 speed ISR 7-speed LDF dual-clutch
Top Speed 217 mph 202 mph
0 to 100 km/h (0-62 mph) 2.8 seconds 2.9 seconds
0 to 200 km/h (0-124 mph) 8.6 seconds 8.9 seconds

Heck, even the Urus SUV has some supercar genes in it. Its 4.0-liter, although inherited from the best Audis, manages to paint a 641 horsepower picture that can do art in 3.6 seconds to 60 mph. Try to beat it with any other SUV. You will fail. The Urus became bread and butter for the company this year too.

2019 Lamborghini Urus Exterior Wallpaper quality
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Lamborghini Urus specifications
Engine type twin-turbo 4.0-liter V-8
Drivetrain configuration front-engine, 4WD
Transmission 8-speed automatic gearbox, characteristic depending on drive mode
Horsepower 650 HP @ 6,000 RPM
Torque 627 LB-FT @ 2,250 RPM
0-to-100 km/h (62 mph) 3.6 seconds
0-to-200 km/h (124 mph) 12.8 seconds
Top Speed 190 mph
Braking 100-0 km/h [62-0 mph] 33,7 m

All in all, Lamborghini could do with some crazy sedan too, but it is too early to think about that. It is not too early to think about the alternative propulsion methods for the Huracan’s successor, though. I am positive it will gain some sort of turbocharged V-8. Maybe even a hybrid propulsion system. When that happens, I honestly think that Lambo will enter the glorious realm of producers that build more than 10,000 cars per year.

Further Reading

2019 Lamborghini Urus Exterior
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Hexagonal shapes and sharp angles front to back
Typical Lambo Styling with an SUV twist

Read our full review on the 2019 Lamborghini Urus.

2015 Lamborghini Aventador Superveloce High Resolution Exterior Wallpaper quality
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Read our full review on the Lamborghini Aventador LP 750-4 SV.

2019 Lamborghini Aventador SVJ Roadster
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Read our full review on the 2019 Lamborghini Aventador SVJ Roadster.

2017 Lamborghini Huracan Perfomante High Resolution Exterior
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Read our full review on the 2017 Lamborghini Huracan Performante.

Source: Automotive News

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