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The rationale behind Lamborghini's Urus

If you've been following developments in Sant'Agata Bolognese lately, you'll know that the world's most unabashed supercar producer is adding an SUV. Code-named "Urus," it will join the brand's existing two-model (Aventador/Huracan) lineup. It's a bold move for a company with a reputation built on iconic two-seaters including the Miura, Countach, and Diablo, and by its CEO's own admission the decision "will radically change Lamborghini." Why risk the company's exclusive, extroverted image on a vehicle associated with mundane tasks and parents who can't bear the thought of driving a minivan? Two reasons, says CEO Stephan Winkelmann. "The SUV Segment is still fast growing worldwide," he notes. Indeed, global demand for SUVs is up 88 percent since 2008, making utility vehicles the fastest-growing segment around the world, according to IHS Automotive. Utilities now comprise 19 percent of the global vehicle market. In addition, "sales can be equally distributed over our three major regions...the Americas (the US is Lambo's top market), EMEA (Europe, Middle East, Africa), and Asia Pacific." Lamborghini expects Urus to double sales from its current 2,500 cars per year to nearly 5,000. Adding a third model line "supports more consistent volumes and competitiveness of the company and our dealers," he continues. Further, Winkelmann maintains that an SUV fits the DNA of Lamborghini. "Our brand has a history of many types of cars such as GTs, super sports cars, and with the LM002 from 1986 to 1992, even an SUV. We learned together with our designers and product people that the SUV represented this opportunity the best." Structural implications include an expansion of the diminutive company's roughly 1,200-employee workforce by 50 percent, or 500 new hires, and the construction of a new facility near its headquarters to build the Urus. Building the new Lamborghini in Bologna is key to differentiating Urus from the other Volkswagen Group premium SUVs (Bentley Bentayga; Porsche Cayenne; Audi Q7 and Q8; and Volkswagen Touareg) that will share the same platform, and Winkelmann put great effort into persuading VW the move made economic sense. "We worked many months building the business case for approval because we are convinced the SUV will be a success and the best place to build it is in Sant'Agata Bolognese," Winkelmann stresses. "We are not simply adding another line in an existing building. Rather, we are talking about greenfield construction.

Lamborghini reveals Aventador Nazionale in Beijing

Special editions have proven themselves a great way for high-end automakers to get a little bit more for their wares, but they appear to be gradually being taken over by personalization programs that allow customers to order their exotic new wheels just as they want them. After all, what's the point in ordering a special color scheme someone else has chosen when you can choose it yourself, with special wheels and interior upholstery to match?
Lamborghini has just such a program. It's called Ad Personam, and like the customization catalogs offered by other automakers, it allows its clients to specify any range of stylistic parameters to suit their own taste. To showcase the program, Lamborghini brought a customized Aventador to the Beijing Motor Show. Called the Nazionale edition, it's got a white paintjob with tricolore racing stripes up the hood, anthracite wheels, and a blue leather interior.
It's similar to the Gallardo Tricolore that rolled out of Sant'Agata three years ago - the kind of treatment we'd otherwise call a special edition, but despite carrying a different name, it just goes to show the possibilities Lamborghini offers it customers. For the right price, of course.

Lamborghini Aventador spotted with more aggressive look

The Lamborghini Aventador LP700-4 has been a huge success for the Italian automaker. The big, burly V12 supercar propelled Lamborghini to record profits a few years ago and the automaker wants to ensure that the Aventador remains relevant with a minor facelift that makes it look even more aggressive. Photographers caught an Aventador testing at the Nurburgring and the vehicle looks like a toned down Aventador LP750-4 SV. At the front, the prototype has smaller air intakes on either side of the front grille, of much the same angular design as the more powerful SV. These replace the unobstructed, larger square-like intakes on the regular model. The prototype still has the same overall profile as the current model. The changes at the back of the prototype are more dramatic. The rear wing is still the same shape and size, but the rear vents, which sit just below the taillights, appear to be smaller and more rectangular. The diffuser, which protrudes out of the prototype's rear end, is closer to the one found on the SV than the more restrained one on the normal Aventador. The exhaust outlet on this test vehicle is also different with a triangular shape that has a three-pipe design instead of the oval-enclosed four-pipe design on the current Aventador. It's also different from the exposed quad-pipe layout emerging from the SV's aggressive hindquarters. We're sure the different exhaust layout will alter the supercar's sound, but rest assured that the revamped Aventador can still spit a massive ball of flame. Rumors hint at the Aventador getting some additional power from its 6.5-liter V12 that currently generates 691 horsepower and 509 pound feet of torque. While the performance increase is up in the air, a dose of additional aggression will keep the Aventador looking fresh as it ages. Related Video: Featured Gallery Lamborghini Aventador Spy Shots View 12 Photos Image Credit: CarPix Spy Photos Lamborghini Coupe Performance Supercars testing