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Lamborghini ceo Stephan Winkelman with the new Urus SUV concept

Lamborghini's boss Stephan Winkelman unveils the new Urus SUV concept to the press at the Beijing Motor Show

Story: Ralph Morton

Lamborghini. Never a shy and retiring car company. Well, they’ve gone and done it again.

Remember the last Lambo SUV? It was the LM002 from 1986, which was more Rambo than Lambo. But now there’s a new Lamborghini SUV, a concept car called the Urus: it’s big in every sense, plus there’s 600hp too should you need to get somewhere in a hurry.

The Urus SUV was unveiled at a special preview at the Beijing Motor Show in China by Stephan Winkelmann, president and ceo of Automobili Lamborghini.

Measuring 4.99 metres and 1.66 m tall, Lamborghini says it sits lower than its competitors, and will feature permanent four-wheel drive. Lightweight construction means it will also have best in its class CO2 emissions said Lamborghini.

“The Urus is a very concrete idea for the future of Lamborghini – as a third model line and as the perfect complement to our super sports cars,” commented Lamborghini’s Stephan Winkelmann. “SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide. The Urus is the most extreme interpretation of the SUV idea; it is the Lamborghini of the SUVs.”

Lamborghini isn’t the only car maker to launch upmarket SUVs with an eye on the lucrative Asian car market. At Geneva Bentley showed us its idea of a Bentley SUV – see a picture in our story Crouching elk, not so hidden dragon – Geneva Motor Show.

The Urus is a concept, according to Lamborghini, but Winkelmann also mentioned in his presentation that 3000 units of the luxury SUV could be made annually. So this latest business car news from Lamborghini is hardly the stuff of most company car manager choice lists.

But the Urus – if it goes ahead (read probably will go ahead) – would make an interesing addition to the garage of any successful business entrepreneur. Whether in the UK, or China.

“We think the Urus is a perfect match for Lamborghini,” added Winkelmann. “For Lamborghini is always different. Always Lamborghini.”

Watch this video of the Lamborghini Urus unveil


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