Automobili Lamborghini announces a luxury SUV as a third model to join its product range. The market introduction of the series model is planned for 2018. A concept of the car was first presented as the Lamborghini Urus in 2012 at the Beijing auto show.

In an ever growing field of high-end SUVs, you can officially add Lamborghini to the list. With the upcoming Bentley, Rolls Royce, Maserati and even Jeep going ultra luxury, this Lamborghini might be the sportiest. In any event we love all the new entries. We’re looking forward to seeing who executes the task best. 

via Audi Media:

The new ve­hi­cle will be pro­duced in San­t’A­gata Bolog­nese and will her­ald ad­di­tional growth and sig­nif­i­cant op­por­tu­ni­ties across the mar­que with the ex­pan­sion of the prod­uct range. It will also de­ter­mine a sub­stan­tial in­crease in the pro­duc­tion ca­pac­ity of the fac­tory. Over the life­cy­cle of the new ve­hi­cle the com­pany will in­vest hun­dreds of mil­lions of Eu­ros.

The pro­ject will be re­al­ized due to the joint com­mit­ment of sev­eral par­ties in­volved, in­clud­ing Volk­swa­gen Group with AUDI  AG as Lam­borgh­ini share­holder, the Ital­ian Min­istry of Eco­nomic De­vel­op­ment, In­vi­talia (Ital­ian na­tional agency for in­ward in­vest­ments and eco­nomic de­vel­op­ment), Emilia Ro­magna Re­gion, the Union Rep­re­sen­ta­tives and the en­tire Au­to­mo­bili Lam­borgh­ini team.

Au­to­mo­bili Lam­borgh­ini Pres­i­dent and CEO Stephan Winkel­mann de­clares: “This is a proud mo­ment for every­body in Lam­borgh­ini. The in­tro­duc­tion of a third model line en­dorses the sta­ble and sus­tain­able growth of the com­pany and sig­ni­fies for us the be­gin­ning of a new era.”

He adds: “The new SUV will be made in San­t’A­gata Bolog­nese, demon­strat­ing our com­mit­ment to safe­guard­ing the val­ues of ‘Made in Italy’ world­wide.”



Pro­duc­tion of the new Lam­borgh­ini SUV in San­t’A­gata Bolog­nese will see sig­nif­i­cant de­vel­op­ment of the fac­tory site, in­creas­ing from the cur­rent 80,000 square me­ters to an area cov­er­ing ca. 150,000 square me­ters. The pro­ject will in­clude the con­struc­tion of new fa­cil­i­ties, such as a new pro­duc­tion line, ware­hous­ing and en­large­ment of the R&D de­part­ment. The ad­di­tion of a third model line will also pro­vide im­por­tant op­por­tu­ni­ties for the sup­plier net­work in Italy and in­ter­na­tion­ally, and have a strong im­pact on hu­man re­sources: Lam­borgh­ini in­tends to hire 500 new em­ploy­ees.

Ru­pert Stadler, Chair­man of the Board of Man­age­ment Audi AG states: “Lam­borgh­ini, Italde­sign Giu­giaro and Ducati have de­vel­oped very suc­cess­fully un­der Audi parent­age, and kept their Ital­ian iden­tity. With the de­ci­sion to pro­duce the Lam­borgh­ini SUV in Sant’ Agata Bolog­nese we have proven once more our com­mit­ment to Italy as an im­por­tant au­to­mo­tive in­dus­trial na­tion.”

Luca de Meo, Board Mem­ber for Sales and Mar­ket­ing Audi AG un­der­lines: “Lam­borgh­ini is to­day one of the world’s most ex­clu­sive brands. We at Audi are very proud of all our Ital­ian sub­sidiaries. I am de­lighted at this out­come for both Lam­borgh­ini and Italy, and thank the Ital­ian gov­ern­ment for their col­lab­o­ra­tion in help­ing to make this pos­si­ble.”

A lux­ury SUV sees Lam­borgh­ini chal­leng­ing an un­ex­ploited, fast-grow­ing and fas­ci­nat­ing car seg­ment, and ex­pand­ing its clien­tele sig­nif­i­cantly. These will in­clude Lam­borgh­ini su­per sports car cus­tomers who to date have dri­ven SUV mod­els from other brands, as well as fam­i­lies and cus­tomers new to the Lam­borgh­ini mar­que. Dis­tri­b­u­tion of vol­umes will be well bal­anced among the three ma­jor sales re­gions: EMEA, the Amer­i­cas and Asia Pa­cific. Tar­get mar­kets will be pri­mar­ily the USA, China, the Mid­dle East, United King­dom, Ger­many and Rus­sia. The an­nual vol­umes will be around 3,000 ve­hi­cles and will dou­ble the com­pa­ny’s cur­rent sales per­for­mance.