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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 to celebrate 50th Anniversary with new model

Lamborghini is planning to roll out a new car for the brand's 50th anniversary. Automotive News Europe reports the Italian automaker will unveil a special one-off machine to commemorate the date next year. CEO Stepahn Winkelmann has been tight-lipped about the vehicle, saying coyly, "It will not be a revival or a retro." Fortunately, with 2013 right around the corner, we shouldn't have to wait long to see what Lamborghini has up its sleeves for the special car.
The company has other big plans for the celebration and has reportedly invited owners to ship their cars to Milan, where they will then parade through Tuscany, Rome and Bologna before arriving at the Lamborghini factory in Sant'Agata Bolognese.
It's a good time for a party. Lamborghini has seen strong sales through 2012 despite the faltering European economy, and the Aventador coupe and roadster each have an 18-month waiting list.

2016 Lamborghini Aventador LP 750-4 Superveloce First Drive [w/video]

I'm not as fast as Peter Muller. The chief driving instructor for one of the most revered exotic car companies in the world can turn in lap times that would shame my best efforts, all while giving me notes over the radio and steering with one hand. He's quick. And still, I kept catching him, even slowing down for him, on the fast, sweeping Turn 3 at Circuit de Catalunya. On Muller's advice I held a mid-track position just past the halfway point of the corner, then tightening towards a very late apex and flat out acceleration into a short straight section. Muller was leading a $1.5-million pack of Lamborghini Aventador LP 750-4 Superveloce supercars, and driving the standard Aventador himself. Forget that the SV has added nearly 50 horsepower and dropped around 110 pounds versus the 'base' model; those are just numbers. The SV makes a hack like me as quick as Lamborghini's top trainer, for at least one glorious corner. This is a special car. It's hard to describe Lamborghini's 6.5-liter V12 masterpiece without using indulgent language. But it's the reworking of this massive engine that starts to explain my Turn 3 pace. The engine drives an impressive set of output and performance figures: 740 horsepower (the eponymous "750" figure of the model name is a metric horsepower quote), 509 pound-feet of torque, 0 to 62 miles per hour in a scorching 2.8 seconds, and a top speed in excess of 217 mph. Lamborghini president Stephan Winkelmann says the use of naturally aspirated engines is "part of our DNA." That dedication makes for a powerful differentiator in our current turbo-sodden area, and a magical experience in the case of the SV. The added output and "enriched torque curve" have been achieved by way of revised variable valve timing and intake, as well as a new lightweight exhaust system. Power comes on with authority even under a few thousand revs, and rises maniacally as long as you're inclined to keep the accelerator pegged. The V12 spins freely and fast, hammering home the need for a ultra-responsive transmission with each run up to the redline. Of course, the bellow of the car is such that I hardly needed the gear indicator on the digital tach to tell me when to shift. The V12 sounds luscious at low speeds, angry at full throttle, and absolutely murderous approaching the 8,500-rpm cutoff. Unless you're deaf you'll quickly learn when to pull on the shift paddle, while keeping your eyes on the blurring road.