Lamborghini looks back at Urus success as super SUV turns four

MANILA: The Lamborghini Urus is celebrating four years since its international launch at the car marque's Sant’Agata Bolognese headquarters in 2017.

In those four years, the Urus — a pioneer "super SUV" according to Lamborghini — became a landmark model for the brand and the SUV segment, both in sales and performance. 

Thanks to the Urus, sales and profit reached record levels in the brand’s history.

Turnover saw a 40% growth to €1,415 million in 2018, the year sales of the SUV began. The number grew to €1.81 billion in 2019 and €1.61 billion in 2020 — the year of record profitability for the company despite the COVID-19 pandemic. 

In terms of global sales, 8,205 Lamborghini units were delivered to clients in 2019, which is double the volume before the arrival of the Urus. 

From 2018 to the end of 2021, a total of 16,000 Urus cars were delivered worldwide, which made the super SUV best-selling model in Lamborghini's history. 

The Urus is sold in every corner of five continents, with 85% of clients being new to the marque, the company added in release. 

The Urus also resulted in the expansion of the Sant’Agata Bolognese production site, which grew from 80,000 to 160,000 square meters in size. This included new facilities — a paint shop, finishing department, office building, test track, logistics warehouse, a second trigeneration plant, and energy hub.

To support this expansion, the company hired over 700 personnel in just over four years on permanent contracts.

Powered by a four-liter twin-turbo V8 engine with 650hp and 850Nm of torque, the Urus can accelerate from zero to 100kph in 3.6 seconds and can reach a top speed of 305kph.

It also comes in a range of colors, which at the start of sales comprised 16 colors. Today, thanks to a dedicated paintshop and to the work of the Lamborghini Ad Personam department, which develops new customization options, more than 45 different colors are now offered.

Meanwhile, performance on all terrains is made possible by the six different driving modes (Strada, Sport, Corsa, Sabbia, Terra and Neve), added to which is the Ego system. 

Ego allows the driver to fully customize the configuration by choosing the rigidity needed for a very comfortable ride, or a sporty setup depending on personal driving style and road conditions.

The Urus has set several records. In March 2021 at Lake Baikal in Russia, the super SUV set a speed record on ice with a top speed of 298kph and average speed of 114kph over 1,000 meters.

Also in 2021, the Urus reached the highest road in the world at the top of the Umling La Pass in India. That road was more than 5,800 meters above sea level, reaching even higher than the Mount Everest base camp.

Photos from Lamborghini

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