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Lamborghini Wants To Target Women And Families With The Urus SUV

Lamborghini Wants To Target Women And Families With The Urus SUV

Give the Italian automaker credit; it knows what it needs to make the Urus successful

Lamborghini will forever hold its raging bull persona to its heart, but it’s also trying to show a softer side now that it’s under the leadership of Stefano Domenicali. That “gentler philosophy,” as Domenicali describes it, will be put to the test as Lamborghini sets out to target female buyers with the Urus SUV, the model that the company is banking on to double it’s annual sales volume to 7,000 units in the first year of its release.

Numerous data have indicated that luxury female buyers are a growing market for automakers in the segment. According to MaritzCX, the sales of premium small SUVs from 2010 to 2015 jumped 177 percent. In the U.S., J.D. Power & Associates reported that female buyers accounted for 53 percent of all small SUVs and 48 percent of small premium SUVs sold. Those numbers reflect a growing trend that Lamborghini is keep to capitalize on when it releases the Urus SUV in 2018.

In addition to female buyers, the Italian automaker is also looking to tap into a younger target audience that may otherwise find themselves priced out of both the Huracán and Aventador supercars. At a price of around $200,000, the Urus is not only a little cheaper than the entry-level Huracán LP580-2, it also provides all the benefits of an SUV compared to the traditional sports car setup.

Even with this outlook, there are still some issues and challenges that Lamborghini must navigate through if it wants to gain some traction in this market. A big part of it is convincing female buyers of the practicality of the Urus. That’s a concept that’s far removed from both the Huracán and the Aventador, but given the fact that the Urus is a model that has more inherent appeal to females than the two supercars, Lamborghini can position itself in such a way that it can communicate the quality of the SUV in a way that will convince female buyers. The challenge now is to see that objective through.

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Lamborghini Hopes Urus SUV Will Help Double Sales Volume

Lamborghini Hopes Urus SUV Will Help Double Sales Volume

The Urus hits the market in 2018 and Lamborghini is already gearing up to meet the demand for the SUV

Sales volume isn’t usually a point of pride for Lamborghini as the Italian automaker has always placed a premium on driving experience above everything else. But with the arrival of the new Urus SUV, Lamborghini will, in the words of CEO Stefano Domenicali, “push like hell” to sell as many units of the Urus as it possibly can.

It’s a sound strategy and Lamborghini would be foolish not to consider the tactic given the popularity of SUVs these days. Domenicali even admits to Reuters that the Urus is a “big game-changer” for the company. With the Urus in the fold, the company expects that it would be able to double its production to 7,000 units a year by 2019 with the SUV accounting for at least half of that total. It’s a high bar to reach, especially when you take into account the fact that Lamborghini sold 3,245 units in 2015, a record number that will likely be toppled again by the time 2016 ends.

Domenicali also made it clear that despite the importance being placed on the Urus SUV, the Italian supercar brand isn’t going to ditch its DNA because of it. The company still plans to cap yearly production of its supercars to 3,500 units to retain its exclusivity. It’s just that no production limits will be placed on the Urus once it hits the market in 2018. That model is the exception because demand for SUVs have never been higher in the industry.

Coinciding with the arrival of the Urus are plans to increase the company’s worldwide dealership network to 160 dealers from the 132 that are currently in place. The company also indicated that it’s doubling the size of its production facility in Sant’Agata Bolognese and adding 500 employees in an effort to meet the demand of the Urus when it goes on sale.

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Luxury SUVs Worth Waiting For

Luxury SUVs Worth Waiting For

SUVs have been around for more than eight decades. Though most early SUVs were descendants from commercial and military vehicles such as the Willys MB (1941-1945) and the Land Rover Series I (1948-1958), longer-wheelbase, wagon-type SUVs were available as early as the mid-1930s, with the most iconic example being the second-generation Chevrolet Suburban (1935-1940).

However, the XJ-generation Jeep Cherokee, launched in 1984, is now considered to be the first true sport utility vehicle in the modern understanding of the term, as it was aimed at urban families as a substitute for traditional station wagons. The Cherokee had four-wheel drive, a more premium, station wagon-like interior, and a more manageable size compared to full-size utility vehicles.

Nowadays, SUVs are often sold with premium features, while some crossovers are built with lower ride heights for comfortable on-road driving. Though some brands still develop their SUVs with off-road capabilities, the focus has shifted toward luxury and performance. From the Jeep Wagoneer of the late 1980s, often regarded as the first luxury SUV, to the 2015 BMW X5 M and 2015 Porsche Cayenne, the SUV concept has evolved at an incredible pace, to the extent that modern SUVs have very little in common with their forerunners besides high-riding bodies.

As we approach 2016, the SUV is about to enter yet another era, one that will see the introduction of ultra-luxury utility vehicles built by manufacturers known for providing transportation for royalty the world over. A new niche is about to be created by brands such as Bentley and Rolls-Royce, which are working on some of the most luxurious and expensive SUVs mankind has yet seen. Let’s have a closer look at the most promising luxury SUVs set to hit the market by the end of the decade.

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Lamborghini Urus May Get SV And Other Special Edition Versions

Lamborghini Urus May Get SV And Other Special Edition Versions

Having already confirmed the Urus SUV for 2018 earlier this year, Lamborghini boss Stephan Winkelmann returned to announce that the brand is considering several special-edition versions of the crossover. Though he declined to give additional details as to what these special-edition models might bring to the table, he did say Lambo is considering a hardcore SuperVeloce (SV) version and a variant focused on luxury. However, he stressed that none of these models have been green-lighted for production yet.

"We have more than enough ideas, but it is too early to confirm anything. All options are possible and we will work on evaluating them in the run-up to launch. If our customers want to see something, we’ll do our best to meet their needs," Winkelmann told Autocar.

The CEO went on to reiterate that the 2017 Lamborghini Urus’ design will be very similar to the 2012 Lamborghini Urus concept, while its interior will be more conventional. "The Urus must be capable of being a family’s first car all year round. It must have driveability, comfort, roominess and more," he added.

As a brief reminder, the Urus will go into production in 2018 at the company’s factory in Sant’Agata Bolognese, where Lambo is planning to invest "hundreds of millions of euros" in order to expand its capacity. The Lambo SUV will share underpinnings with the new 2016 Audi Q7 and the upcoming 2016 Bentley Bentayga and retail from around £150,000 (about $234,000).

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Lamborghini Urus Will Remain Faithful To The Concept

Lamborghini Urus Will Remain Faithful To The Concept

Lamborghini’s 2017 Urus SUV has been a long time in gestation. First unveiled in 2012, a production version isn’t due until 2018. Even the Hot Wheels version beat it into production. Still, there’s good news for interested parties, as Lamborghini reports that the model will remain true to the 2012 Lamborghini Urus concept.

Unlike other exotic manufacturers who are showing up at the premium-SUV table, this is not Lamborghini’s first SUV. The Urus couldn’t be more different from the 1986-1993 Lamborghini LM002 of the 1980s, though. It’s a pavement-focused SUV, with plans for a plug-in hybrid version and Lamborghini’s first turbocharged engine, according to CEO Stephan Winkelmann. The Urus concept looks smaller than it is, thanks to sleek, flat-planed lines, a distinctive Lamborghini family face and massive 24-inch wheels. Engine details haven’t been released, but a version of the Lamborghini V-10 that powers the Huracan is likely. It’s been hinted that all-wheel drive and a dual-clutch transmission will be standard. Considering that an all-new 2018 Porsche Cayenne is due in 2017, there’s a high possibility that the Urus will share some underpinnings with it.

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Lamborghini Officially Confirms Urus For 2018

Lamborghini Officially Confirms Urus For 2018

After years of speculation and rumors, Lamborghini made it official today that it’s moving ahead with plans to produce a new SUV. The new model will be built in Italy at Lamborghini’s Sant’Agata plant and will be introduced as a 2018 model.

"The introduction of a third model signifies for us the beginning of a new era," said Lamborghini boss Stephan Winkelmann in a statement to Reuters and Automotive News. It’s the second SUV from Lamborghini, after the LM002 pseudo-military vehicle, which was produced from 1986 until 1993.

The new project represents an enormous investment over the course of the new model’s life cycle. Lamborghini aims to build around 3,000 annually, which would more than double its total 2014 output. As such, Lamborghini will hire 500 new employees and nearly double the size of its factory in Sant’Agata.

As we reported earlier this month, the project is being partially funded by about €100 million worth of tax breaks and incentives, courtesy of the Italian government. The deal has been in the works for a few weeks and was made official when Winkelmann and Italian Prime Minister Matteo Renzi met in Rome to sign a letter of intent.

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Lamborghini Urus Could Get Approval This Week, Production May Be in Italy

Lamborghini Urus Could Get Approval This Week, Production May Be in Italy

The automotive world has been waiting for more than three years for an official announcement on when Lamborghini will build its SUV based on the Urus Concept, and that news could be coming this week. Along with official confirmation of Urus production, Lamborghini is said to be ready to announce where the high-performance SUV will be built.

So far, it was widely reported that the Lamborghini Urus would be manufactured at VW’s SUV plant in Bratislava, Slovakia, which makes sense since that’s where the Urus’ platform mates’ bodies (Audi Q7, Volkswagen Touareg and Porsche Cayenne) are all made. The new report, though, says that it will be built in Italy at Lamborghini’s Sant’Agata Bolognese, Italy production line. Both reports are likely to be true.

Similar to the Porsche Cayenne, the body, chassis and drivetrain will take be made in Slovakia, and then shipped to another location for final assembly. In the Cayenne’s case, that location would be Leipzig, Germany, but the completed Urus SUVs will roll of the assembly line in Italy.

This deal is a win-win-win for Volkswagen, Lamborghini and Italy. Volkswagen will expand capacity in Slovakia and benefit from the economies of scale, while Lamborghini will get €80 million ($87 million) in government incentives as well as a new SUV that will be able to lay claim to being Italian made. Finally, Italy will benefit from the addition of as many as 500 new jobs at Lamborghini.

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Lamborghini SUV Moves Closer To Reality

Lamborghini SUV Moves Closer To Reality

The long-awaited Lamborghini Urus crossover SUV may have just taken a big step towards becoming a production reality, and new funding for the project might be coming from an unexpected new source: the Italian government. In an effort to spark growth in Italy’s stagnant job market, government officials are prepared to offer Lamborghini and parent company Audi €100 million in tax breaks and other incentives to fund construction of a new factory in Italy for the Urus, which would also create 300 new jobs.

According to Bloomberg Business, a group of officials discussed the matter in Rome on Tuesday, and may have included Italian Prime Minister Matteo Renzi. The source within the meeting asked not to be identified because the discussions were private, but did confirm the group would meet again soon to reach a possible agreement.

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If Built, Lamborghini's SUV Will Debut Turbo Or Hybrid Powertrain

If Built, Lamborghini’s SUV Will Debut Turbo Or Hybrid Powertrain

Dolph Lundgren, prior to portraying Ivan "I will break you" Drago in Rocky IV, got a degree in chemical engineering. The same guy who once worked as a bouncer — that Swedish mountain of muscle with a 3rd degree black belt, has an IQ of 180. Remember that as you read about Lambo’s newest SUV, the Urus.

Like Dolph, the Urus comes off a bit like a brutish caveman; big, primitive, unsophisticated, stupid even. Maybe that’s why Lambo chose the unusual name. It certainly isn’t as sexy as "Reventon" or "Murcielago," which follow the recent Lambo scheme of naming cars after famous fighting bulls. Rather, the Urus (aka "Aurochs" or "Aurox") is the wild progenitor of modern domestic cattle. A big, nasty beast as sophisticated as a boulder, and about half as smart.

But all modern bulls share DNA, and so it is with modern Lamborghinis, SUVs and tractors. Recall, Lambo started out making tractors, and produced the LM002 military SUV from 1986 to 1993. The LM002 "Rambo Lambo" was at the time considered almost universally superior to the AM General Hummer, and not just because it was the fastest four-wheel-drive vehicle in history. It was only the price, fuel economy and (most importantly) production capacity and the promised availability of spare parts that won AM General a place in military history.

But the LM002, for all its brutish strength, was a bit dumb compared to its modern descendant, the Urus. If tractors were Lamborghini’s upright monkeys, and the LM002 was Cro Magnon man, then the now-confirmed-for-production Urus is Ivan Drago. Sure, it might look like a caveman...but with carbon fiber bones and a twin-turbo hybrid heart, this heavy hitter may end up being the smartest brute on the road today.

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Lamborghini SUV Still Waiting For Approval

Lamborghini SUV Still Waiting For Approval

Lamborghini was at the forefront of the performance SUV trend when it introduced the LM002 in 1986, and then the Urus in 2012, but the future of the Urus still remains up in the air despite the growing popularity of luxury SUVs in global markets. In an interview with Lamborghini’s Asia Pacific general manager, Andrea Baldi, Australian site Car Advice reports that the biggest holdup so far is that Lamborghini still has some “convincing” to do to its parent company, Volkswagen AG, to get the green light.

One area where Baldi suggests that more convincing is still required is making sure that a Lamborghini SUV won’t break from the Italian automaker’s 52 years of tradition – both in terms of styling and performance. At this point if Lamborghini were to get the go-ahead to build an SUV, it would most likely split the difference between more conventional SUVs like the Bentley Bentayga and perhaps a newer-style, coupe-inspired SUV like the Aston Martin DBX.

Baldi seemed to quash the idea that sales are a limiting factor for the Lamborghini SUV by stating that customers in countries such as India and China would likely appreciate such a vehicle not only for its increased ride height but also for the fact that it isn’t a “super sports car."

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Lamborghini Could Build the Urus SUV Outside Italy

Lamborghini Could Build the Urus SUV Outside Italy

The Lamborghini Urus SUV is set to garner plenty of milestones for Lamborghini should parent company Volskwagen green light it for production.It would become only Lamborghini’s second foray in the SUV market. Apart from that, it could also become the first Lamborghini model to be built outside Italy.

Lamborghini CEO Stephan Winkelmann hinted at the possibility in an interview with Car Advice, citing production capacity at its Sant’Agata Bolognese factory as the primary reason in the possible decision to build the Urus at Volskwagen’s factory in Slovakia. According to Winkelmann, production of the Aventador and the Huracan will likely leave little space for the Urus in Sant’Agata, especially if Lamborghini wants to reach its target of selling 2,500 to 3,000 models a year.

Lamborghini has made no secret about its preference to add the Urus to its current lineup. While it is a huge investment in the part of the company, the SUV is expected to double sales of Lamborghini models after the Urus makes its expected debut by 2017.

But doing so would mean taking a step that Lamborghini has never taken before. For a company that prides itself on heritage and tradition, building a Lamborghini outside of Italy would go against that ethos. Still, if you ask Winkelmann, building the Urus outside of Italy is a small price to pay for the potential sales benefits the automaker stands to gain from introducing the Urus as a third model to complement the flagship Aventador supercar and the Huracan.

It’s just a matter of convincing the mother ship that such a move would pay off in the long run.

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The Urus may be the First-Ever Turbocharged Lamborghini

The Urus may be the First-Ever Turbocharged Lamborghini

We already knew that the Lamborghini Urus would go on sale for the 2017 model year, but the SUV’s powertrain was still a mystery, with both naturally aspirated V-10 and V-12 options on the table. A twin-turbo, V-8 powerplant has also been in the rumormill, as was a hybrid drivetrain, but it appears that the Italians might be forced to go with the former in order to meet the rigorous global emissions regulations that are looming in.

"An SUV could be a turbo engine for the first time for us," Lamborghini CEO Stephan Winkelmann told Auto Express, while head of R&D Maurizio Reggiani hinted the company may be forced to drop turbocharged units into its models by 2017.

Although the representatives declined to go into specifics, Audi’s new twin-turbo, 4.0-liter V-8 mill is the most likely candidate for the Lamborghini Urus, which will also share underpinnings with the upcoming Audi Q7 and Bentley SUV.

The said engine currently pumps 560 horsepower into the RS6 Avant and the RS7, but output could be increased to reach the 600-horsepower mark, given Lamborghini’s desire to roll out the sportiest SUV on the market.

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In 2019, Lamborghini introduced the Urus SUV – a follow up to the iconic LM002 and a modern performance- and luxury-oriented vehicle designed to cater to those with an itch for the ranging bull but the need to carry around a family too. Despite its high price and performance credentials, the Urus is even capable of mild off-roading if you could bring yourself to taking a $200,000+ SUV off the beaten path.

Powered by a typical, Lamborghini 4.0-liter V-8, the Urus offers up 650 horsepower and 627 pound-feet of torque. Paired with an eight-speed automatic transmission, the Urus is able to hit 62.1 mph in 3.6 seconds or 124.2 mph in 12.8 seconds, as it continues to accelerate up to a top speed of 190 mph. Pricing for the Urus starts out at $200,000 in the United States an will eventually compete with the Ferrari Purosangue once it goes into production sometime after the turn of the decade and the Bentley Bentayga – a more luxurious offering but a true performer in its own right.