As previously mentioned, Lamborghini has a reputation for creating stylish cars and even though Urus is an SUV, it still ships with a Lamborghini trademark design.
In the battle to capture the attention of wealthy drivers, the new entrant will be up against the likes of Bentley's Bentayga, the Mercedes G-Class and footballers' favourite, the Porsche Cayenne.
The Italian manufacturer brands it as a "super sports utility vehicle" thanks to its sports car-like performance and dynamic looks. "And the new super sports vehicle projects will be", he said. The sharp creases, deep cuts, and swooping roofline altogether reflects that the SUV is a mean machine.
Lamborghini, the fabled Italian sports auto manufacturer, on Monday unveiled its new Sports Utility Vehicle, accelerating into a fast growing market already crowded with upmarket rivals. Hitting the 100 kmph mark from naught takes just 3.6 seconds while the Urus is capable of reaching a top speed of 305 kmph.
Lamborghini described the Urus as "everything you'd expect from Lamborghini", noting that the V8 twin-turbo engine served to strike "the flawless balance between raw power and responsive agility".
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Its new front-mounted 4.0L twin-turbo V8-the first turbo engine in a Lamborghini-delivers 650 hp at 6,000 rpm and 627 lb-ft of torque at 2,250 rpm. These are impressive performance figures for a large SUV.
The vast majority of that grunt is sent to the rear wheels in a 40/60 split, and Lamborghini says that adaptive air suspension, rear wheel steering and active roll stabilization ensure that the Urus performs like a supercar on the track. As for cargo, the rear bench seat can be lowered to substantially extend the trunk space from 616 to 1,596 litres.
Just like other Lamborghini's the Urus name is also derived from bulls, which is an extinct wild ancestor of domestic cattle.
But this super SUV Urus is a very different SUV.
Prices for the Urus, excluding taxes, start at £131,500, with the first customers due to receive their vehicles by spring 2018.