The Cadillac Escalade Platinum has been a fixture for pro-athletes, rappers, movie stars, rock stars and the new Lamborghini Urus could very well be a suitable alternative for this genre. Further customization of the Urus will put it in a unique market niche for the very wealthy. Lamborghini‘s superstar SUV will be an aggressive car with a angular stance and a superior interior. The Urus will be quite costly and someone looking for a similar vehicle in the same market niche might find the BMW X5, X6, Range Rover or the Mercedes M-Class easier on the wallet. The Urus is going to be an expensive vehicle for the very, very wealthy which will be built in China. China is known for minting more millionaires than any other country in the world in case you didn't know.
The Urus was originally unveiled at the 2012 Beijing Motor Show. It is believed that the Lamborghini Urus will compete with the Porsche Cayenne on a similar level. Target markets include the Russia, the US, the UK, Germany, the Middle East and China. The Urus will compete well in its market niche by offering a lighter curb weight. Both the Porsche Cayenne and Audi Q7 will be alternative vehicles of choice for the smart consumer. The Urus will be known for its power underneath the hood with the size of an SUV.
Some feel the Urus looks similar to the Ford Focus or Range Rover Evoque side-on, BMW X6 from the rear. Some have even suggested if it comes in black it could resemble the Bat Mobile. Lamborghini vows the Urus will be the lightest and best-handling vehicle in the segment.
Lamborghini represents the place where passion overwhelms business sense and has lost money for decades and is only somewhat profitable today. Lamborghini's vintage, heritage and image are still held as the pinnacle of sports cars. This keeps the capital investment moneys flowing for a vehicle such as the Urus. The biggest hurdle facing Lamborghini is to differentiate the Urus from Audi and Porsche if it must use the same basic materials. Lamborghini has always offered too much opulence and car for most of its drivers. The Lamborghini Urus has a great opportunity for success if it doesn't break the bank.
Design Intent Urus Features:
- The Lamborghini Urus SUV will offer an output of approximately 600hp.
- The dash is slated to be carbon-fiber with a mesh of touchscreen controls. It will also feature a bright red gear shifter
- The seats appear sectional and unique
- The Urus will have 4 seats like Range Rover’s Evoque
- The rear headroom is going to be low based on the vehicle profile
- Beneath its hood will be a 5.2-liter V10 engine and approximate 584 hp
- The Urus has a 600-hp power target and 3,000/vehicles per year @ $200,000 each
- The Urus and the Bentley EXP 9F are similar in design.
- Stealth-fighter "like" intakes
- Geometric wheel openings
- A tall hatchback shape
- The tail-lights which appear very similar to the Estoque
It is widely suggested that sister brand Bentley and Italian rival Maserati will likely enter the SUV niche market. Despite this scenario Lamborghini expects its SUV to become the top-selling model because of strong demand in China, the United States, Europe, Russia and the Middle East. Porsche's success is envied which now relies on its Cayenne SUV for more than 50% of its total world sales. As automakers introduce new models in China sales have been soaring and thus the Urus has a real good chance. Up to ½ of the 3000 vehicles/annum may be targeted for the United States market. Lamborghini is looking for the approval of its corporate parent Audi to put the Urus on sale in late 2015. If Lamborghini can sell the Turbo V8 vs a V10 it could avoid the 2015 regulations in Europe and elsewhere that makes engines of multiple cylinders challenging to sell through the fuel economy regulations. The 600 hp seems to be the minimum size Lamborghini would implement. Lamborghini is hoping to reach 5,000 units a year. In 2011 Lamborghini had total global sales of 1,600 units amongst its current models (Gallardo and Aventador coupes and roadsters)