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Lamborghini to price Urus similar to Huracan

If and when the Urus project is finally approved for production, it will take Lamborghini into not one but several new territories. For one, it will be the company's first SUV since the demise of the LM002 in 1993. It'll also be the company's first front-engined model since the demise of the Jalpa and Espada in the late '70s, and its first model to offer hybrid and turbocharged powertrains in, well... ever. Just don't expect it to be its cheapest model.
According to Motoring.com.au, in speaking with Lamborghini sales and marketing execs, the Urus "will be priced similarly to the Huracán," which is currently the Raging Bull marque's entry-level model. That doesn't mean, necessarily, that the Urus (pictured above in Beijing alongside the previous Gallardo) couldn't undercut the Huracán's price slightly - especially since it will likely offer more than one engine option - but don't expect it to come cheap.
The Huracán starts in the US for $237,250. If, as reported, the Urus commands a similar price, that would make it the most expensive SUV on the market. That is, at least, before other high-end rivals from the likes of Bentley and Maserati get into the game.

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.

2023 Lamborghini Sterrato First Drive: Ridiculous obliteration of boundaries

DESERT CENTER, Calif. — Lamborghini knows something about its buyers: They like to be able to appear, and to perform acts that are, ridiculous. Normally, thatÂ’s meant scissor-hinged doors and unhinged performance on pavement. On occasion, though, Lambo has taken its boundary-obliterating show off-road – and not just because stability control spectacularly failed. The legendary LM002 was a V12-powered luxury pickup largely meant from Emirati sheiks to power-slide up sand dunes, while the brandÂ’s best-selling Urus is more than capable of doing silly things in places more rugged than the Starbucks drive-thru. And now, plowing sideways through a dirt track and into the pantheon of LamboÂ’s bat-shit off-road vehicles comes the 601-horsepower, V10-powered, $273,000, limited-edition 2023 Lamborghini Huracan Sterrato. It is lifted 44 mm or 1.73 inches for greater ground clearance and suspension travel. The track is widened by 30 mm up front and 34 mm in the rear, enough to require bolted-on fender flares. Its tickly underside is armored with aluminum skid plates. The body is safari-fied with nostil-like driving lights, roof bars to support a gear-toting rack, and a snorkel so it can breathe more readily when drawing lines in the sand. It looks less like a supercar and more like the getaway vehicle for a pair of tomb raiders, looking to sneak out of Giza ahead of the cultural police, and whatever curse the thieves may have uncorked. Just a few weeks before driving the Sterrato through  —  literally, through  —  the Southern California desert, I had been behind the wheel of its slightly-cheaper and alternatively-missioned sibling, the Huracan Tecnica, in twisty Italian mountain roads. With 30 more horsepower, rear-wheel-drive, rear-wheel-steering, a tuned exhaust system, and Bridgestone Potenza Race tires, it was surprisingly delightful and easy to drive quickly, even/especially through technical turns and blasting curves. The Sterrato was a whole different bullfight, but remarkably similar in its capacity to elevate my driving skills. It was so simple to drive well through bounding hairpins, arcing sweepers, and elevation-switching chicanes — usually utilized by dirt bike racers — that it was actually startling. I have driven all manner of trucks and SUVs in the sand, but IÂ’ve never had this experience with a “safariÂ’d” performance car. The Sterrato is a revelation in this respect.