Lamborghini’s new super SUV, the Urus, is scaling the sales chart beyond all expectations, with most buyers being new to the Lamborghini brand, according to CEO Stefano Domenicali.

Almost two thirds of the Urus’ buyers have not owned a Lamborghini before. Since it was launched, the Urus had been well received particularly in Russia and India, along with an increase in female buyers. 

Although Lamborghini is reaching out to the lucrative SUV-buying demographic, it is claimed that the brand will keep production numbers low to preserve the brand’s exclusivity.

Lamborghini’s sales in general has continued to strengthen, particularly in Germany and the U.K. along with unexpected growth contributed by “new money” from crytocurrency investors. Production is expected to hit close to five figures by end of 2019, where half of which will be the Urus. The Urus features a 4.0-litre twin-turbo V8 engine delivering 650 hp and 850 Nm where 0 to 100 km/h takes just 3.6 seconds, 0 to 200 km/h in 12.8 seconds with a top speed of 305 km/h – the highest top speed for an SUV. ‘

There are 6 driving modes available through the “Tamburo” drive mode selector – Strada (Street), Sport, Corsa (Race), Neve (Snow), Terra (off-road) and Sabbia (Sand).


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Pan Eu Jin
Regularly spend countless hours online looking at cars and parts I can't afford to buy. How a car makes you feel behind the wheel should be more important than the brand it represents - unless resale value is your thing.