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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 Urus SUV to be assembled in Slovakia

Lamborghini is known for many, many things. Beautiful, exotic and expressive styling, extreme performance and eye-watering prices are Lambo hallmarks. But the Raging Bull is perhaps best known for building its cars by hand... in Slovakia?
No, it's known for building its cars in Italy. But with the Urus SUV, which is already a departure (although not an unprecedented one) from your traditional Lamborghini, the brand could move construction outside the boot-shaped country, and east, into the former Soviet state.
The move will see the Urus, which will ride on a modified version of the Volkswagen Group's MLB platform, screwed together alongside the VW Touareg, Audi Q7, Porsche Cayenne and Bentley's eventual SUV at VAG's Bratislava factory. In terms of consolidating production in one factory, it's clearly a clever move. Still, we wonder if setting up Urus production outside of the Sant'Agata factory and in the sprawling Bratislava facility won't lessen the specialness inherent in Lamborghini products.

Lamborghini makes wise investment, sponsors Italian State Police Sports Association

Boot-shaped shaped Italy has been molded as much by it's Hollywood-fueled history of organized crime, as it has by its footwear-aping borders. One of the more peaceful methods used by that famous mafia is, of course, bribery. While we doubt the Cosa Nostra has planted "made men" in Sant'Agata Bolognese, based on the recent actions of Lamborghini, we do think the company might be bucking for leniency on Italian speeding tickets.
The supercar manufacturer has announced that it will sponsor the Fiamme Oro, the Italian State Police's sports association. Lambo will supply the Italian fuzz's athletes with winter and summer tracksuits, polos, jackets, hats and bags. Collezione Automobili Lamborghini, the company's lifestyle arm, designed the kit, which will feature both the iconic raging bull logo as well as the State Police's logo.
Of course, we jest about Lambo's involvement with the Italian State Police, but this has been a long-running arrangement dating back to the first Gallardo police car, back in 2004. With this new arrangement, and the donation of a new Huracán police car, we feel confident that Lamborghini owners should enjoy free reign on the country's auto stradas.