The Lamborghini Urus SUV is Selling Extremely Well — Surprise

Joanna Estrada
March 13, 2018

In an interview with CNBC, Domenicali said "we were expecting a positive feedback from the customer, but not at the level we are receiving now".

Let's take a look at the numbers, then.

Currently, about 70% of the owners of the Urus are new to the brand, meaning that they have never owned a single Lamborghini before.

Sales are so promising that the Italian brand expects to end 2018 having produced 5,000 cars, 1,000 of which will have been the Urus, and that this will grow to 8,000 cars produced in 2019 with the SUV account for fully half of these. Domenicali said he is also surprised by how numerous buyers are women. Not only that, but it also opens the doors for Lamborghini to markets where bad roads made it nearly impossible to sell the Aventador and Huracan, such as Russian Federation and India. He said the company plans to put the brakes on growth at the end 2019 to make sure it's preserving the Lamborghini brand aura.

2019 Lamborghini Urus
The Lamborghini Urus SUV is Selling Extremely Well — Surprise

Just like the Urus, which is the fastest SUV on the market accelerating from 0 to 100km in 3.6 seconds and topping out at 305km per hour, every piece in the collection is expertly crafted with the finest materials (think solid walnut and leather) and gorgeously created to evoke a luxurious Italian lifestyle. The high-riding model is also attracting more female buyers than the company's traditional sports cars.

Last year, Lamborghini gave in to the world's craze for large vehicles by debuting the Urus SUV-and if you thought that it wouldn't be successful because people who buy Lamborghinis aren't looking for larger, slower, less agile versions of the exotic supercars also sold by the Italian company, you'd be wrong. Many worry that it will cheapen the brand's image and exclusivity. "For those that don't, I say just drive it".

Oh, and his advice for the nay-sayers is to drive it because "when they are seated in this auto, they discover something they were not expecting".

Other reports by Click Lancashire

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