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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.

Tour Lamborghini museum with Google Street View

If you find yourself in northern Italy with some spare time on your hands, we could think of few places better to spend it than the Lamborghini Museum in Sant'Agata. The 16,000-square-foot facility houses what is surely the most magnificent collections of Raging Bulls in the world on two levels of glassed-in floorspace. But if your travel plans won't be taking you to Bologna, Lamborghini has teamed up with Google to provide the next best thing.
Now all you've got to do to get a closer look at the Lamborghini Museum is open another tab in your web browser and head over to Google Maps (or fire up the Google Maps app on your smartphone or tablet) to see the whole museum in Street View. There you'll find everything from production models like the Miura, Countach, Diablo and Murcielago to limited-production rarities like the Reventon and Sesto Elemento, prototypes like the Estoque and Zagato Canto, a Gallardo highway patrol car and a handful of Lamborghini-powered F1 cars, like Nicola Larini's 1991 Modena 291.
You can even get into a few of them, which the museum's curators aren't likely to let you do in person. So whether you're at home, at the office or in Sant'Agata Bolognese, it's there for you to check out on Google Street View. Short of that, you can scope out a few screen shots in the gallery above and the details in the press release below.

Watch the Lamborghini Hurac'an LP 610-4 do donuts in Project Hexagon

Before we officially met the Lamborghini Huracán LP 610-4 recently, and even before Autobild got to hear it start during its presentation, the Gallardo replacement had been whipped into smokey donuts in the dark of a Sant' Agata night as part of Project Hexagon. That was a four-episode series of short films that followed a trio of Brits determined to see the Huracán before its reveal. They did such a good job that they were able to play Grand Theft Auto in the Lamborghini HQ parking lot.
You'll find all four episodes below, but if you're looking for a more thrilling taste of the baby Lambo than Autobild could give us, then head straight to the final entry. Someone chose to lay a loud musical track over the revving, so try to ignore it and enjoy the 610-horsepower V10 underneath.