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Lamborghini unveiled the Urus SUV today at what was, quite possibly, the most over-the-top product reveal ever witnessed. There was an orchestra, modern dance routine, and rainbow-colored neon light show within the first two minutes. There was almost even a martial arts exhibition ready to break out. Clearly this was a big moment for the Italian automaker and it was more than willing to make a fuss about it.
However, before Lamborghini could get to the Urus announcement, a cavalcade of the brand’s most important models paraded out — followed by a speed skater holding an orange glow stick. Again, it was insane. Eventually the lights were reset and an extended diatribe began on the artistry and pioneering spirit of the brand’s history.
It was boring and included a hefty dollop of marketing speak about Lamborghini’s “evolution.” Then there was another ludicrous dance number, this one somehow tied to automobile production, followed by some rather serious technical difficulties with the presentation. But neither lasted forever and the Urus finally took the stage, rather modestly, to thunderous applause and cheering.
Maurizio Reggiani, Lamborghini’s director of research and development, said developing an SUV with supercar dynamics was anything but a cakewalk. The largest challenge, he said, was producing a vehicle that was as adept on sand dunes and ice as it would be on a race track or city street. But Reggiani felt confident that the Urus had hit its mark — then he got into the specifics.
Powering the Urus is a 4.0-liter twin-turbo V8 delivering 650 horsepower and 850 Nm of torque (or about 626 lb-ft). Borrowed from Volkswagen Group, that makes it the very first turbocharged engine to grace Lamborghini’s lineup. The motor is mated to an automatic eight-speed gearbox (not a dual-clutch unit). Power is sent to all wheels and implements torque vectoring.
Beneath the Urus is another component borrowed from VW Group: the MLB platform found under the Bentley Bentayga and Audi Q7.
With a 0-to-62 time of 3.6 seconds and a top speed of 190 mph, the Urus is a little faster than Jeep Grand Cherokee Trackhawk on a long-enough road. But, then again, you’d expect it to be. You’d also expect it to be more flamboyant, which it is.
Styling has changed since the original concept and it has grown to 201 inches in length and 79.3 inches in width, with a wheelbase of 118 inches. All those inches means added storage capacity and a total curb weight of 4,850 pounds.
Overall, the Urus is still angle-heavy but more rounded looking than the early prototypes. The lifted “four-door coupe” design is slightly reminiscent of the BMW X6, but the Urus is decidedly more bonkers to look at. There are a lot of folds and creases that maintain the Lamborghini design language the BMW just doesn’t have. Wheels come standard in the 21-inch variety, but can be upgraded to 23-inchers if desired. Both sizes come wrapped with tires developed by Pirelli specifically for the model.
“The Lamborghini Urus is a visionary approach based on the infusion of Lamborghini DNA into the most versatile vehicle, the SUV,” says Stefano Domenicali, Automobili Lamborghini chairman and CEO. “The Urus elevates the SUV to a level not previously possible, the Super SUV. It is a true Lamborghini in terms of design, performance, driving dynamics and emotion as well as drivable every day in a range of environments.”
Heavy on the tech, the Urus comes with a bevy of assistance systems and practical features one might like on vehicle intended for the whole family. First of all, cylinder deactivation means the super sport utility is capable of up to 22.2 mpg. Secondly, the variable torque split helps make it more friendly and fun in a variety of applications. The standard split is 40/60 front/rear but up to 87 percent of that power can be sent to the rear (the front can take up to 70 percent) as road conditions change. It also has four-wheel steering and ride-height adjustment.
Adaptive dampers perform in conjunction with the Urus’ electromechanical active roll stabilization system and adapt depending on what mode the driver has selected. Lamborghini has equipped its SUV with six driving modes: Strada (street), Terra (off-road), Neve (snow), Sabbia (sand), Sport, and Corsa (race). These are further customizable to driver preference as well.
It looks like a winning recipe on paper and Lamborghini is banking that it will be. The Urus is intended to double the brand’s annual sales by 2019. That puts the final suggested price at $200,000. Not exactly a blue-light-special but, with so much on offer, the brand is confident affluent customers will take notice. Deliveries will begin in the spring of 2018.
[Images: Lamborghini]
Cool truck…Obviously, no need for one, and other trucks with similar speeds are more attainable.
I liked this better when it was called the “Toyota RSC”
Yeah, I was thinking they have been looking at Toyota and Lexus CUV’s
Acura ZDX done right
Say what you will about the exterior styling – but I’d spend time in that interior.
Lamborghini is German, not Italian.
(Eye roll)
He’s not that wrong.
For a auto manufacturer, albeit of “supercars”, that traces it’s original manufacturing roots back to agricultural tractors… and one who previously designed and built the V-12 powered 4-wheel drive LM002 “SUV”… Lamborghini certainly has the “cred” to do the new Urus!
None of these ultra-luxury SUVs do enough to differentiate themselves from their more pedestrian competition. I’ve seen a few Bentley Bentaygas and they don’t look any fancier than an Cayenne/Range/whatever, despite costing significantly more (base prices). This is in contrast to Bentley sedans, which look way more imposing and substantial than an S Class or equivalent. Same applies to this dopey Lambo.
I agree with you however the market will feel differently.
To me, it’ll always be a super top of the line LWB proper Range Rover maybe even an Overfinch monstrosity however not everyone has our equisite tastes.
A case in point is the AMG SUVs… there’s now so many out there that they lose their exclusivity.
I completely agree with you. IMO the basic crossover shape cannot be made to look high-end. When your Bentley Bentyaga has the same basic shape and look as your Kia Sorrento, I don’t see the exclusivity.
ZDX to the Bentayga’s MDX.
Look at that fancy Audi. And just $200,000!
Indeed, nothing but a huge WTF from me. An Audi platform. An Audi engine. I don’t mind platform sharing between regular and “premium” brands. But exotics that share with either of the former are inexcusable. Where is the howling NA V10? Where’s the dual clutch? Is this thing actually using a ZF 8HP? Where the hell is the differentiation?
Stop thinking about this as a traditional Lamborghini – a high performance vehicle intended to further the engineering reach of the company. This is a marketing-driven money-extraction exercise. The cheapest, quickest, laziest possible way to mine the engineering history of the brand in order to extract capital from trendy, rich customers. Now it seems clever, doesn’t it?
That said,as a car, this is an ugly, brand engineered piece of junk. In my most humble opinion, of course.
I like it. But for perspective, it’s as big as my 09 Sedona minivan, yet 440 lbs heavier.
But it does have a few more horsepower to haul around that extra heft.
I once ruptured my urus lifting a box of Encyclopedia Brittanicas.
Apart from the sheet-metal this seems to be all Audi/VW – from the engine to the MLB platform it’s based on.
That’s correct. For whatever reason, VW switched its latest larger-SUV architecture (Bentayga, Q7, new Cayenne, upcoming Touareg and this Urus) from a conventional RWD platform to a version of the MLB architecture…in which the front axle is actually the default axle and the longitude-mounted engine is pushed far ahead of the front axle, so that the transmission can be in line with the front wheels. Of course, none of these cars is offered in FWD, and MLB vehicles are always rear-biased in AWD guise. Still, these cars have a pronounced front overhang versus competitors. MLB was led by Audi.
Meanwhile, the previous-generation (2004-2017) Continental GT was on an earlier evolution of the longitude-FWD architecture, but the new ’18+ one has been switched over to MSB—led by Porsche and shared with the 17+ Panamera. MSB uses a normal RWD layout, so the Continental gets sexier proportions.
They’ll sell thousands…unfortunately.
It will easily be the best selling Lamborghini of all time.
ferrucio would be glad to see that lamborghini are back to making tractors
you can even argue that this has a excavating blade up front what with that front air dam extrusion
Are you one of those people who thinks all Porsches should eternally be an air-cooled rear-engine flat-6 configuration?
I think it’s great that Lamborghini is making this. If they’re to stick to their roots, they’d still be building tractors.
“I think it’s great that Lamborghini is making this”
Meh. There is way too much Audi stink on this thing for a $200K starting price and a raging bull badge.
If they are going to do a Lamborghini CUV, then f*cking shoot for the moon, don’t come out with this RSQ7.
Whatever Ferrari comes out with is going to dust this cow.
I want an LM003.
200k + Tax. Seems like a great value for four seat CUV.
There’s still Koenigsegg!
McLaren have yet to announce a CUV as far as I’m aware also, but the F1 Crozz is inevitable. Koeniggsegg seem to be banking their future profits on patents and tech so in theory they won’t need a CUV.
Who else glanced at the pic and thought “Next-gen Crosstour?”
Does this lambo at least have lambo doors?
lambos dont have lambo doors any more… only lime green eclipses
These will be sighted at “The Mall of the $400 Shirt.”
Agree strongly with the Toyota and Lexus influence. First thought was just a big CHR. Not angular or sharp enough to look like a Lambo. It should have at least have had 2 doors.
Also the Bugatti crossover better have 6 doors, dual tires at all corners, 3000hp and cost 5 million to make up for this.
Urine, meet anus.
Hideous and pointless – they will make a fortune on these.
Ursus? A constellation of new products for Lamborghini. The brodozer version of this will be called,”Ursus Major”.
I take a Grand Cherokee over this. Particularly after how well it survived a slow speed accident with a Jag and the Jag was totaled. Still this is a better interpretation than the Bentley SUV, VW genes and all.
I’m meh about a Lambo SUV but I know they had to do it, and they announced it years ago so I’m not shocked. I am unimpressed with the turbo V8 and ZF 8 speed. AMG M class could easily achieve that. I’m assuming that they come in with the V10 dual-clutch model in a year or two for $350,000 and make all the current buyers of the old model trade up.
Just looks more Japanese then Italian, kinda feel I could be looking at a sporty Acura.