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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 Centenario | Autoblog Minute

Lamborghini debuted a limited edition car at the 2016 Geneva Motor Show. The Lamborghini Centenario is a car built to honor the 100th birthday of the Italian automaker's founder, Ferruccio Lamborghini.

Watch the Lamborghini Sesto Elemento used as a commuter car

Lamborghini never homologated the limited edition Sesto Elemento for the road, but this guy threw caution to the wind by taking the track-only sports coupe on the highway. He even recorded the high-speed blasts on video and had a Rolls-Royce along as a posh camera car. Lamborghini made just 20 examples of the Sesto Elemento, and they sold for 2 million euros each, which equaled $2.8 million at that time. The powertrain was the 570-horsepower V10 and all-wheel drive system from the Gallardo LP570-4 Superleggera, and Lambo made extensive use of carbon fiber for the special coupes, which cut the weight to just 2,200 pounds. The company claimed they could sprint to 62 miles per hour in only 2.5 seconds and reach a top speed of 198 mph. This driver was clearly very excited to show off the copious power from the limited edition Lamborghini, but he might have had a better time at the track. That is where Lamborghini means for the Sesto Elemento to play, and there would be no worries about the authorities potentially confiscating his rare ride. Related Video: