Throw yourself back to the 2012 Beijing Motor Show and you will in all likelihood remember the reveal of Lamborghini's SUV concept, the Urus. At that point, it was merely a concept, a dream. After years of mulling over the viability of a Lamborghini SUV, the company has finally made the decision to action the production of a new SUV model.
Lamborghini SUV coming in 2018The arrival of Lamborghini's first SUV can be expected in 2018, but much needs to happen before then. The new model will be produced in Sant’Agata Bolognese, Italy, and represents an opportunity for growth and during the lifecycle of the vehicle, Lamborghini will be investing millions of Euros.
A joint commitment of several parties including Volkswagen, Audi, the Italian Ministry of Economic Development, Invitalia (Italian national agency for inward investments and economic development), Emilia Romagna Region, the Union Representatives and the Lamborghini team, will ensure that the project is realized.
Automobili Lamborghini President and CEO Stephan Winkelmann said, “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.”
The factory at Sant’Agata Bolognese will be upgraded with the construction of new facilities such as a new production line, warehousing and expansion of the R&D department. Lamborghini will also look to employ at least 500 new employees.
With its SUV, Lamborghini will seek to exploit the fast growing luxury SUV segment while increasing its clientele. Potential customers include current Lamborghini customers, people who have driven SUV's from other brands as well as families and people who are new to the Lamborghini brand.
About 3 000 units will be produced annually with volumes distributed to markets such as the USA, China, Middle East, United Kingdom, Germany and Russia.