Urus Powers Sales

The SUV Scene

Since it first hit the roads in 2017, the Lamborghini Urus has ramped up sales like nothing else, shifting nearly half of all Lamborghini’s sales in 2024. That means it’s outselling its high-profile siblings, the Huracán and the Revuelto supercars. It’s a bit of a head-turner on the luxury SUV front, blending practicality with the performance punch of a true Lamborghini.

But don’t expect Lamborghini to start popping out SUVs like candy, for sure. Executives believe in sticking to their guns, resisting the temptation to follow in the footsteps of Maserati or Porsche, who have multiple SUVs in their lineups. Federico Foschini, Lamborghini’s top sales and marketing guy, made it clear that they plan to keep things focused and exclusive. He argues anything bulkier than the Urus would stray too far from what makes a Lamborghini, well, a Lamborghini.

Specs & Feels

With the Urus, it’s about precisely hitting that sweet spot. It mixes the functionality expected from a five-seater SUV with the soul of a supercar. The Urus SE, unveiled not too long ago, really steps things up with an electrifying twist. It houses a 4-liter V8 pushing 612 horsepower together with a 189-hp electric motor. This powerhouse collaboration churns out a whopping 789 horsepower and 701 lb-ft of torque. It’s a family hauler on paper but roars down the pavement with fierce Lamborghini vibes.

Upcoming Electric Plans

SUV ambitions aside, Lamborghini is gearing up for the electric future with plans for a new electric model debuting by 2029. The vision? A 2+2 GT-style vehicle that could cater to those looking for both speed and additional room, spaces where Lamborghini hasn’t chased much yet. Foschini envisions it as that perfect blend of a lifestyle vehicle and a sporty ride, staying true to what the brand stands for in terms of spirited driving dynamics and sharp design.

Aside from models, there’s a fresh focus on attracting new buyers to Lamborghini ownership. CEO Stephan Winkelmann wants more women to rev up the brand’s engines. While women are just a fraction of current customers, markets like Korea are already showing significant traction, with half of recent buyers being women. It’s a new frontier, and Lamborghini seems eager to explore it.

Final Thoughts

As luxury carmakers are tempted to diversify and expand, Lamborghini remains admirably disciplined. The success of the Urus testifies to this strategy’s success, but any plunge into a more extensive SUV lineup could risk watering down the brand’s storied gentleman’s racer image. Watching Lamborghini walk the line between innovation and tradition will be thrilling as the automotive landscape continues to evolve.