The latest luxury SUV to hit the market, Lamborghini is calling the $200,000 Urus the world’s first Super Sports Utility Vehicle. Launching with the tagline #SinceWeMadeItPossible, Lamborghini introduced the Urus “Super SUV” at its headquarters in Sant’Agata Bolognese in Italy with this annnouncement:
Urus is here, with the raw power of a Lamborghini super sports car, and the versatility and functionality of an SUV. Exquisite design, stunning performance: Urus is everything you’d expect from Lamborghini. In the city streets. On off-road tracks. In challenging weather conditions: Regardless of the setting, Urus delivers pure Lamborghini emotions, in absolute comfort and safety. Unveiled in our headquarters of Sant’Agata Bolognese, Urus marks the beginning of a new journey, for us. A new journey, but the same distinctive expertise, passion and vision that have accompanied us from the very beginning. Urus: A SSUV capable of opening new roads, of pushing the boundaries of car creation. We’ve made it possible.
As Bloomberg notes, the high-performance crossover “could double the size of the brand as the Italian manufacturer enters an increasingly crowded segment that’s attracting Aston Martin, Ferrari and BMW AG’s Rolls-Royce” to also invest in luxury SUV models.
In development for six years, Lamborghini is betting on power to attract a new buyer and enter a new market. “With the Urus, Lamborghini is not only entering a segment that is completely new to our brand, we are also doubling the output of our company,” CEO Stefano Domenicali told Automotive News Europe. “Each decision needed to be properly pondered.”
Katia Bassi, Chief Marketing Officer at Lamborghini, explains in the video below how #SinceWeMadeItPossible and the URUS have a deep connection to the DNA and identity of the brand:
Urus is another example of how Lamborghini approaches a challenge, making things possible that others consider impossible. Rule-breakers, innovators, challengers—this has always been part of Lamborghini’s DNA. We have never been afraid to take on a challenge, starting with the Miura, following with the Countach and with the LM002. This is the road taking us to December 4th and the launch of the Urus. We are staying perfectly aligned with our history and what has always been part of Lamborghini’s DNA.
A slew of videos accompanied its launch, including quotes from execs, from the CEO and head of design to the automaker’s CFO and head of HR:
The car’s different driving modes explained: