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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 Asterion leaked in print ahead of Paris debut

The first purportedly leaked images from an Italian magazine of Lamborghini's new vehicle for the Paris Motor Show are on the web, and they closely echo the model's silhouette from the teaser. However, there's no official mention of a name to confirm that this is being called the Asterion, as rumored.
The profile image (right) definitely suggests this is the same model that Lamborghini is previewing for Paris. It features the same slightly arcing hood and roof, and it has a rear air intake behind the door. The shape also seems to support the belief that this concept has a 2+2 seating arrangement to echo earlier Lambo models like Espada.
According to Autoblog.nl, which has posted the images, the vehicle may use a hybrid V10 with three electric motors to produce in the neighborhood of 900 horsepower. Furthermore, it claims that this might be just one of two concepts that Lamborghini is bringing to the Paris show. For now it's still a mystery, but all should be revealed on October 2 for the vehicle's unveiling.

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.