• Pops’ Rants: The Chicago Auto Show Is Proof that Lamborghini Is Schizophrenic

Is there a doctor in the house?

Remember how Lamborghini staged an U.S. debut for the Urus at the Museum of Contemporary Art and then ditched the Detroit Auto Show, leaving just a Huracan at the Cobo Center? And how the Italian firm thought that the SUV was too special for the first major auto show of 2018? You probably do, but Lambo apparently forgot all about it, as the Urus is now on display at the Chicago Auto Show. It’s just sitting alone in the corner waiting for visitors that are there for mundane cars they can buy. Makes a lot of sense, right?

Yes, the Chicago Auto Show is far from spectacular. It’s usually about limited-edition models and some special packages for pickup trucks. This year’s edition is no different and I don’t think I can count more than three vehicles that caught my attention. Subaru brought a full lineup of anniversary models, Maserati came with its regular cars because it had nothing better to do at home, and Fiat is trying to pass a 500 with an old turbo engine and a couple of changes on the outside as new. The Volkswagen Arteon is the only car that brightens up the place. So how come Lambo displayed the Urus here?

Well, the Chicago Auto Show isn’t the kind of event that draws in customers for such an expensive model. It’s not big enough to provide solid publicity either. So it leave me with just one verdict: Lambo is a bit schizophrenic. Too special for the big shows, just right for the mediocre events. Yup, time to send a prescription to Sant’Agata Bolognese.


Lamborghini Urus

2019 Lamborghini Urus Exterior
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Available off-roading package
Because you’ll surely take your new Lambo off-road, right?

Read our full review on the 2019 Lamborghini Urus.

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