Lamborghini Urus smashes another record

LAMBORGHINI continues to break production records – its Urus upper-large SUV (above $100k) recently became the Italian firm’s best-selling model in the shortest time ever.

The Sant’Agata Bolognese-based marque recently produced its 20,000th Urus, which rolled off the production line just four years since the model made its market debut.

It is the second time in two months that Lamborghini has set a new record. In April, the firm said it had sold 2539 vehicles in Q1, which was its highest quarterly sales total ever.

In fact, Lamborghini says the Urus has set sales records year on year and is responsible for doubling company volumes and the size of the Sant’Agata Bolognese factory. The 20,000th Urus, specified with a Viola Mithras finish in combination with black brake calipers and a panoramic roof, is destined for a customer in Azerbaijan, the firm says.

“From the first moment we presented the Urus concept at Beijing Motor Show in 2012, to its market debut in 2018 and each year since, the Urus has proved its instant and continued appeal as a true Lamborghini, born from our super sports heritage and the world’s first Super SUV, the LM 002,” said Automobili Lamborghini chairman and CEO Stephan Winkelmann.

“The Urus is a perfect complement to our super sports model ranges, providing a luxurious and high-performance daily drive for those who identify with our authentic Italian brand.”

The Urus is indeed responsible for attracting many new customers to the Sant’Agata Bolognese-based marque... More than 70 per cent of the SUV’s initial orders were from new Lamborghini customers and the demand for the model has been so sustained that the company has employed a further 500 employees throughout the past four years.

Lamborghini says that the arrival of the Urus has seen its headquarters grow “exponentially”. The factory has doubled in size (to 160,000 square metres), while new manufacturing techniques have been adopted to keep pace with soaring demand.

Available locally from $391,970 (plus on-road costs), the Urus is said to combine the soul of a super sportscar with the functionality of an SUV.

The high-riding model is based on the Volkswagen Group MLB Evo platform and powered by a twin-turbocharged 4.0-litre V8 that produces 478kW at 6000rpm and 850Nm at 2250rpm. Lamborghini says the Urus boasts one of the highest specific power ratings in its class (119.6kW/litre) and the best power-to-weight ratio in its class.

The all-wheel-drive Urus is said to accelerate from standstill to 100km/h in just 3.6 seconds, from zero to 200km/h in 12.8 seconds and on to a top speed of 305km/h.

Year-to-date (YTD) sales figures show the Lamborghini Urus has sold 32 examples in Australia, five fewer than the same time last year. It rivals models such as the Aston Martin DBX (with 18 YTD sales), Bentley Bentayga (43) and Rolls-Royce Cullinan (12).