It’s finally coming in less than three months!

Excuse me for a second for taking a break from the whirlwind that is the 2017 Frankfurt Motor Show. Given all the head-spinning induced by all these debuts, I think it’s time for a little breather. Let me divert your collective attentions for a quick minute and tell you about a car that’s making headlines, not because it showed up in Frankfurt, but because it’s debuting three months from now in December 2017. That car, ladies and gentlemen, is the Lamborghini Urus, and just as the Italian automaker is grabbing people’s attention in Frankfurt with the Aventador Roadster S, the Italian supercar company has its sight sets on its next big thing.

Truth be told, far too much has been said about the Urus SUV over the years. From skepticism to excitement, doubt to giddiness, Lambo has put us through an emotional roller-coaster with regards to the Urus. And now that it’s three months away from finally making its world debut, the Raging Bull is continuing to build up the hype by releasing a minute-long trailer revolving around the message that Lamborghini is a pioneer above all else. Even the trailer’s title – #SinceWeMadeItPossible – touches on that message, as does the content itself, which pretty much describes Lamborghini as an innovator, rule-breaker, and challenger to the status quo. Regardless of what most of us think of these boasts, it’s hard to argue against any of them when the evidence of the company’s innovation is the very reason why we’re circling December 4 in our calendars. The Urus SUV is finally arriving, folks. Best to save the date this early.

Continue after the jump to read the full story.

We’ve waited too long for this day to finally arrive

Self-serving as the trailer is, it’s hard to deny that a lot of Lamborghini’s chest-puffing can be traced back to history. Think ill of its claims all you want, but Lamborghini really was a step ahead when it came to futuristic designs. It also paved the way for off-road SUVs with the original LM002 SUV. Most of all, it was one of the first automakers to make significant use of carbon fiber, doing so at a time when the rest of the industry were still wrapping their heads around the potential of the lightweight material. Now, it’s the Urus’ turn to bring some life to Lamborghini’s claim of being a purveyor of the impossible, and what was once impossible is finally going to be revealed in December.

Now, it's the Urus’ turn to bring some life to Lamborghini’s claim of being a purveyor of the impossible, and what was once impossible is finally going to be revealed in December

I could tell you that the hype has worn out given how long we’ve waited for the Urus. But I’d be lying. The truth of the matter is that I’m positively spasming in excitement about seeing the Urus SUV in the flesh. It’s hard to believe that the road to this historic debut started all the way back in 2008 when the “Urus” name was first brought up as the name for the concept that would end up being called the Lamborghini Estoque. Really, if you don’t remember, the Urus name was mentioned a number of times before Lamborghini decided on Estoque instead. If you want to be technical about the actual SUV, go back to the 2012 Beijing Motor Show when the concept model was shown. That was also the first time we really understood Lamborghini was serious about its intentions of developing its first SUV since the LM002.

2012 Lamborghini Urus High Resolution Exterior
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Note: Lamborghini Urus Concept pictured here.

Five long years. That’s how long it’s been since the concept hit Beijing, so excuse me if I’m a little too jacked up for my own good now that I know that the production version of the Urus is finally on its way to meeting all of us. Give credit to Lamborghini, too, for at least recognizing the magnitude of the event and making an appropriately-timed teaser video out of it. It’s not the most humble of teasers, but there really is nothing humble about the Urus SUV either so, at least on that front, we can forgive Lamborghini for its excitement in finally presenting the world’s first “super sports” utility vehicle.

References

Lamborghini Urus

2019 Lamborghini Urus Computer Renderings and Photoshop Exclusive Renderings Exterior
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Read our full speculative review on the Lamborghini Urus.

Lamborghini Urus Concept

2012 Lamborghini Urus High Resolution Exterior Wallpaper quality
- image 451044

Read our full review on the Lamborghini Urus Concept.

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