Lamborghini Officially Enters High-End SUV Game
It’s official: Lamborghini is entering the high-end luxury SUV game with a model set to hit showrooms by 2018.
The new SUV will be assembled in Lamborghini’s home of Sant’Agata Bolognese, Italy, and is the result of a joint collaboration between the Italian automaker, national and regional governments, Volkswagen and Audi, and union representatives.
The SUV will be the third model in Lamborghini’s lineup, a feat CEO Stephan Winklemann says “endorses the stable and sustainable growth of the company,” while also signifying “the beginning of a new era” for the automaker.
To bring the yet-to-be-named product to the showroom, Lamborghini said it would invest “hundreds of millions of Euros” over the SUV’s lifecycle toward factory development and expansion. The factory where it will be assembled will go from an area of 80,000 square meters to 150,000, and will see a new assembly line and warehousing. R&D is set for an expansion, as well as the addition of 500 new jobs plus opportunities for the national and international supply chains as a result of the SUV.
[Source: 72Dino/ Wikimedia Commons/ CC BY-SA 3.0]
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Lambo looks to be gunning for that lucrative Crosstour market that Honda foolishly abandoned.
More proof of the truth that a lot of wealthy people possess much more money than they do sense, and the result is the compulsion to continually buy things that practically scream, "Look at me!" The owner of my company owns a Lambo. Each year, he brings it out in April and it is immediately loaded on a company truck and shipped to a dealer in Chicago for detailing and routine maintenance. The annual cost (I'm an accountant, I pay the bills) is between $5K and $8K. Profligacy. Hence the term 'stupid rich."
I forgot to add that this thing is "Kill it with fire" hideously overwrought. I predict they will sell dozens.
While I do have a problem with Bentley and Aston making SUVs, as I mentioned before Lambo has always been about being ridiculous and doing whatever they want. Thus, we shouldn't criticize them for this choice. They're just going for where the crazy rich money is sitting currently, and in that sense they nailed it.