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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.

Lamborghini Huracan Performante's active aero is the secret to its speed

The most revolutionary real technology at this year's Geneva Motor Show didn't look like it on the show stand. If you squint at the Lamborghini Huracan Performante, it merely looks like a Huracan with a big wing. Up close, you can see the fractal texture of the forged-composite aerodynamic add-ons, but that still doesn't tell you why this car is so special. Lamborghini calls it Aerodinamica Lamborghini Attiva (ALA), or active aerodynamics. This is one of the biggest keys to the Performante's claimed production-car record lap time at the Nurburgring Nordschleife of 6 minutes, 52.01 seconds. The Huracan Performante's number is not without controversy, but I personally care very little about the obsessive phallic-measuring contests that are 'Ring lap times. What's fascinating about the Performante is that, if the lap time is even close to legitimate, it shows that ALA is a major step forward in automotive performance. More than just lap times, the Huracan Performante is an example of why Lamborghini remains special in a world of democratized performance. We sat down to discuss this with Lamborghini's Research and Development Director, Maurizio Reggiani. And one last note on the lap time: Reggiani says with the same temperature and exclusive access to a dry track, "that in this average of speed we can repeat, repeat, repeat, repeat." In previous conversations, Reggiani said that the key difference in performance would come not from horsepower, but weight reduction. For Lamborghini, that means plenty of carbon fiber. But the newest Huracan is not a Superleggera, the old title for the hardcore variant. "Superleggera is too much an objective, a description. Performante is really the DNA of the car. In Italian, Performante means really the best performance," he said. Reggiani continues, "Nothing happened by chance. It's really a building-block approach where you say this can give this contribution, this can give that. Where can you improve something and what is needed to improve something?" That brought them to the active aerodynamics solution, which channels air to stall the front or rear aero elements of the car to change the downforce and drag. Reggiani says, "This can be achieved only with a system that is really light, [has] fast responsiveness. Based on this ...

Lamborghini reveals Aventador Nazionale in Beijing

Special editions have proven themselves a great way for high-end automakers to get a little bit more for their wares, but they appear to be gradually being taken over by personalization programs that allow customers to order their exotic new wheels just as they want them. After all, what's the point in ordering a special color scheme someone else has chosen when you can choose it yourself, with special wheels and interior upholstery to match?
Lamborghini has just such a program. It's called Ad Personam, and like the customization catalogs offered by other automakers, it allows its clients to specify any range of stylistic parameters to suit their own taste. To showcase the program, Lamborghini brought a customized Aventador to the Beijing Motor Show. Called the Nazionale edition, it's got a white paintjob with tricolore racing stripes up the hood, anthracite wheels, and a blue leather interior.
It's similar to the Gallardo Tricolore that rolled out of Sant'Agata three years ago - the kind of treatment we'd otherwise call a special edition, but despite carrying a different name, it just goes to show the possibilities Lamborghini offers it customers. For the right price, of course.