Lamborghini SUV brings new buyers to the brand

2018 Lamborghini Urus Yellow two cars

Around 70 per cent of Lamborghini Urus buyers are new to the brand, according to Lamborghini’s CEO, Stefano Domenicali. The Italian sportscar maker today launches its SUV into the Oceania region, and Domenicali says the response to the new crossover has been “terrific”.

In an interview with CNBC, Lambo’s CEO said that the new SUV is exceeding expectations in terms of sales, despite its larger-than-life pricetag.

While the US retail price is US$200,000, most buyers have been ticking the options boxes, adding around US$40,000 to each vehicle.

2018 Lamborghini Urus interior

“We were expecting a positive feedback from the customer, but not at the level we are receiving now,” Domenicali told CNBC. “The reaction of the customer is really fantastic.
We have seen an increase in female buyers for sure,” Domenicali said. “Russia and India have been strong for this car, so this is a big step for us. Germany and the U.K. are very, very strong,” he said. “And Italy is really waking up.”

So far, Lamborghini is expecting to finish the year having produced close to 5,000 cars, of which 1,000 will be the Urus SUV. The company expects that the percentage of Urus production will increase, and by the end of 2019, over half of its 8,000 production total will be the Urus.

Most of this is thanks to buyers in countries where the roads aren’t exactly suitable for sports cars like the Huracan or Aventador S. Despite the overall acceptance, Domenicali understands that some pundits haven’t been impressed by the company making an SUV.

“This is a polarizing car, you either love it or you don’t,” he said. “For those that don’t I say just drive it. When they are seated in this car, they discover something they were not expecting. This is a Lamborghini you can use every day,” he said.

2018 Lamborghini Urus driving shot

Lamborghini to cap production

The other interesting tidbit to come out of the interview is that Lamborghini will be throttling back production to maintain its image as a low-volume, exclusive manufacturer. The CEO said this is to ensure that quality can remain high.

“The growth has to be done right” Domenicali told CNBC. “At the end of 2019 we will need to stop the growth to make sure that we have the value of exclusiveness that we need to make sure we keep on being profitable and that perception of the brand is what we want.”

About the Lamborghini Urus

With a 4.0 litre V8 twin-turbo engine with 650 hp and 850 Nm of torque, this SUV will hit 100kmh in just 3.6 seconds and barrel on to a top speed of 305 km/h. It has an all-wheel-drive system with active torque vectoring and four-wheel steering, coupled with carbon ceramic brakes, adaptive air suspension and active roll stabilisation to ensure it lives up to the Lambo name dynamically.

Click here for full details and specifications.