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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 Aventador SV production limited to 600 units

Six hundred. That's how many examples of the Aventador LP 750-4 Superveloce Lamborghini will make. Not per year, but in total. So if you want one, you'd better act fast. The production figure was announced at the new SV's Chinese debut at the Shanghai Motor Show this week, following the supercar's worldwide debut at the Geneva Motor Show and its subsequent North American premier at Amelia Island. That's where the Raging Bull marque announced the Superveloce's price at $485,900 before tax and destination charges, or $493,095 all-in. For all that scratch, you get a supercar with a good old-fashioned, naturally aspirated 6.5-liter V12 driving 740 horsepower to all four wheels for a 0-62 time of 2.8 seconds and a top speed of 217 miles per hour. That would make the SV one of the fastest cars on the road (if it were legal to drive that fast) this side of a hypercar costing twice or more what Lambo's asking for the Aventador SV. Now if that production run seems rather small to you, bear in mind that Sant'Agata only produced 2,530 vehicles last year, and that was an all-time record for the marque. Go back a more than a decade and Lambo wasn't even coming close to completing that many vehicles in a calendar year altogether. LAMBORGHINI PRESENTS THE NEW AVENTADOR LP 750-4 SUPERVELOCE AT AUTO SHANGHAI 2015 Shanghai, 20, April, 2015 – At the 16th Shanghai International Automobile Industry Exhibition, Automobili Lamborghini presents the Aventador LP 750-4 Superveloce. Making its Asian debut, the AVENTADOR LP 750-4 SUPERVELOCE is the most sports-oriented, fastest and most emotional series model ever produced by Lamborghini, therefore giving a precise demonstration of Lamborghini's brand values – Visionary, Cutting-edge, Pure. The car is limited to 600 units worldwide. The HURACAN LP 610-4, the successor to the iconic Gallardo, enters the same stage in Hall 6.1. Redefining the benchmark for luxury super sports cars in this segment, the Huracan has not only sustained the successful market performance of its predecessor, but is also destined to create a new legend. The AVENTADOR LP 700-4 PIRELLI EDITION, which celebrates the long and ongoing collaboration between the Raging Bull and the prestigious Italian tire manufacturer, is also introduced for the first time to China at this year's Auto Shanghai. The year 2015 also marks Lamborghini's 10-year anniversary of entering into the China Market, which remains one of the most important markets for Lamborghini worldwide.

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