With Urus, Lamborghini has tried to put its attention on luxury over just performance, which is reflected through its cabin that features premium SUV elements.
The vehicle company, known for speedy luxury cars in an iconic yellow shade, finally joined its peers in adding an SUV or crossover to its portfolio when the Urus was unveiled in Italy yesterday.
Dubbed as a Super SUV, the Urus is powered by a 4.0-liter twin-turbocharged V8 engine that delivers 650 horsepower and 627 pound-feet of torque.
That helps the Urus accelerate from 0-62mph in just 3.6 seconds, 0-125mph in 12.8 seconds and onto a top speed of 190mph. The SUV looks extraordinary, but that's something that people expect from Lamborghini anyways. You also get adaptive air suspension and carbon ceramic brakes as standard. Deliveries of the Urus start in Spring 2018.
Urus also features such new technologies for Lamborghini as a rear tailgate that is electrically operated via a switch on the driver's door, a button on the key, or a manual button on the tailgate itself.
The $200,000 utility vehicle is the Italian company's first since it halted production of the LM002 in 1993.
Inside, Lamborghini has installed heated electric sports seats in the front, while the rear bench can be folded down to extend the 616 litres of boot space further.
LamborghiniA promotional image for the Lamborghini Urus.
John Giunta, a Lamborghini dealer in Sarasota, Florida said, "Now we live in a different world".
Truth be told, Lamborghinis are not known for being family cars. But the dimension of the market for SUV is huge.
"A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle", he said past year.
The name Urus refers to a large bull which is an ancestor of domestic cattle, following Lamborghini's tradition of bovine-related names. The wheel options ranging from 21 to 23 inches can be fitted with Pirelli all-season or winter tyres that plays an important role in improving the overall performance of the SUV.